What Is a Title Tag and How to Write a Title for Google

A title tag is the page title Google shows in search results. It is the first text a potential customer reads about you, so it affects both whether Google understands the page and whether someone clicks.

What a title tag is

The title tag is written into the page’s code and appears as the blue headline in Google results and on the browser tab. It is not the same as the H1, the main heading on the page itself. The title is written for search results, the H1 for a reader already on the page.

How long it should be

Google shortens titles by width, not character count. In practice it is good to stay within about 60 characters. Anything longer may end with an ellipsis.

How to write a good title tag

1. Main keyword first. “Website Design Zagreb | Name” works better than “Name | Welcome | Website Design Zagreb”.
2. Match the intent. If people look for a price, guide or comparison, the title should say so.
3. A reason to click. A number, year or benefit, such as “7 mistakes” or “2026 guide”.
4. Business name at the end. Short, after a vertical bar.
5. One title per page. The same title on several pages confuses both Google and people.

Common mistakes

• The title “Home” or just the business name on the home page.
• The same title on every service page.
• Lists of keywords: “SEO, SEO Zagreb, SEO agency, SEO price”.
• A title that promises something the page does not have.

Why Google sometimes changes the title

Google may show a different title than the one you wrote, most often when yours is too long, stuffed with keywords or does not match the content. A clear title that matches the H1 and text is usually kept.

How to check the impact

In Google Search Console look for first page results with a low CTR. A better title often brings more clicks without any change in position. Align the meta description with the title as well.

I write titles for pages and articles in the website SEO and copywriting services.