A meta title is a clickable headline that appears in search engine results and browser tabs – exactly like the one that brought you through to this article (if you found it on Google search).
Also known as a ‘title tag’ or ‘page title’, it is an essential element of search engine optimisation because it helps search engines understand how relevant a web page is to a particular search query.
In addition, a well-crafted meta title can improve your website’s visibility, increase click-through rates, and boost your standing on search results.
However, it is not easy to write title tags that attract the attention of both search engines and users, which is why we have put together this guide of best practices for doing so.
Hopefully, it will help you to optimise your content more effectively.
What Is a Meta Title?
In technical terms, a meta title is an HTML code element that defines the title of a webpage.
When users look up information on search engines like Google, Yahoo, and Bing, the title tag is often the first thing they see – which makes it a key factor in whether or not they click on your link.
The meta title is set using the <title> tag in the HTML document of a webpage. An example is as follows:
<title>Best Coffee Shops in Brisbane | Your Local Guide 2025</title>
It works alongside the meta description, which summarises a page’s content in a little more detail and is presented to users in the search results.
Meta Title Examples
Like with anything, there are good versions of meta tags and bad versions of them, too. Here are some examples of both.
Good examples of Meta Titles
A good meta title refers to what your page is about clearly and concisely while maintaining a natural tone and including relevant keywords based on the user’s search intention.
A good example of an optimised title tag is the coffee shop one listed above. It works because it includes essentially three keywords in one – “Best Coffee Shops in Brisbane”, “Best Coffee Shops”, and Coffee Shops in Brisbane”.
It is also engaging and sets clear expectations for the user.
Another strong page title tag for an e-commerce website is- “Buy Running Shoes Online – Free Shipping Australia-Wide”
What makes this such a good example is that it is descriptive, contains three primary and secondary keywords within one (“Buy Running Shoes Online”, “Buy Running Shoes”, and “Running Shoes Online”), targets the search intention of someone wanting to make a purchase and highlights a benefit (i.e. free shipping).
Bad examples of Meta Titles
By contrast, poorly optimised meta titles are too vague, too long, stuffed with keywords, or missing key information.
An example of a bad meta title that many people use for their homepage is simply “Home”. Given that it doesn’t describe what the page’s content is about, it does not provide search engines and users with much information about what it is about.
There is always the temptation to produce keyword-stuffed meta titles on your page’s HTML code, such as:
“Best Running Shoes | Cheap Running Shoes | Buy Running Shoes Online”
However, this is unadvisable as it unnaturally repeats keywords, which, in turn, can create a poor user experience and may be flagged as spammy by search engines.
For this reason, it is vital to follow best practices and craft clear, engaging meta titles that can improve your website’s visibility and attract more clicks from search results.
Why Are Meta Titles Important for SEO?
The main reason meta titles are important for SEO is that they can improve your position in search engine result pages.
At the same time, ones that have been well crafted can positively impact your click-through rates (CTR), search engine relevance, and user experience.
How Meta Titles Impact Search Engine Rankings
Meta titles are not a direct ranking factor, but they do indirectly influence your web page’s search engine rankings through user engagement and relevance.
Here is an overview of just how they do that.
Content Understanding
Search engines use meta titles to interpret the subject matter of a page. Therefore, a well-optimised title with relevant keywords signals to search algorithms that your content is a good match to the user’s intent. Subsequently, this increases its chances of occupying prominent placings on those queries.
User Engagement Signals
When a meta title attracts more clicks and keeps users engaged on a page, search engines like Google, Yahoo, and Bing recognise it as being valuable content.
Over time, the more they enjoy high engagement rates, longer dwell times, and lower bounce rates, the better their performance on organic search results will be.
Competitive Edge
A well-optimised meta title can make a page stand out among similar results because if your title is more compelling and relevant than competitors’, then users are more likely to click on your page – which sends positive signals to search engines about its quality and usefulness.
What Makes a Good Meta Title?
To attract more user engagement and maximise the benefits of search engine optimisation, it is essential that your meta tags should be clear, relevant, and enticing enough to encourage clicks.
Here are some of the key elements that make a strong meta title:
Incorporate Your Primary Keyword
Your main keyword is the one you have based your content around. So, it makes sense that you should fit it naturally into your unique title tag.
Try to strategically place the keyword as near to the beginning of the title as possible, as this will help to improve your visibility in search results.
You must avoid keyword stuffing, as this can make the title look spammy and put people off from clicking on your web page.
At the same time, you need to make sure your page title aligns with the search user’s intent and that it matches the keywords and phrases users are actually conducting searches for.
Keep It Concise and Within Length Limits
Search engines typically display meta titles within a 50 to 60-character limit, so if a meta title is too long, it may get cut off in search results, which will reduce its impact.
For this reason, you should avoid unnecessary words or fluff and keep it as direct as possible. It is also a good idea to use separators like pipes (|) or dashes (-) to break up sections and make them more readable.
Use Engaging Copy
In addition to being SEO-friendly, a good title tag should be compelling enough to encourage users to navigate to your page.
It is a good idea to use action words like “Discover,” “Learn,” “Get,” or “Find” to create urgency and engagement.
At the same time, try to highlight a unique selling point about what makes your page stand out from the competition, such as an exclusive offer, expert insights, or a time-sensitive deal.
You should also appeal to users’ emotions or curiosity by making them feel they need to click to find the answer or solution – without using clickbait.
Technical Considerations for Meta Titles
We’ve discussed how meta titles must be optimised for readability and engagement. However, it is worth mentioning the importance of doing so against technical constraints that may affect how they appear in search results.
Here are key technical considerations to keep in mind:
Length Limitations
As mentioned, search engines typically display meta titles within a maximum 60-character limit. However, if a title exceeds this range, it may get truncated in search engine results pages (SERPs), which may lead to important information being cut off.
It is worth noting that Google measures meta titles in pixels and not just characters, which means that wider characters like “W” or “M” take up more space than narrower ones, such as “I” or “l”.
You should also be aware that if a title is too short, it may not provide enough context, which might reduce its effectiveness in attracting clicks.
Can Emojis Be Used in Meta Titles?
You might be surprised to learn that emojis can be used in meta titles. However, their effectiveness will depend on the context of usage and the preferences of individual search engines.
Emojis can make a title stand out visually in SERPs and increase engagement and CTR rates if used appropriately, particularly in more casual industries like travel, food, and entertainment.
But you should be aware that search engines may not always display emojis in titles and replace them with plain text or remove them entirely. They can also look unprofessional or spammy.
How to Optimise Meta Titles for Better Performance
We promised you some actionable tips on how to improve your meta titles to achieve better performance in search engine results pages. Well, here are some best practices you should adopt.
Match Title with User’s Intent
When creating a meta title tag, it is vital to craft it in such a way that matches the search intent of the readers you want to attract.
Overall, there are three main types of search intent, which are categorised as follows:
- Informational – Those looking for websites that provide information.
- Navigational – People wanting to find and access the URL of a specific site, such as Facebook.
- Transactional – Users looking for products with a high likelihood of making a purchase.
The meta title tags you create should try to focus on one of these intents, so if, for example, your content is targeting users who are searching for product comparisons, then include terms like “Best,” “vs.,” or “Review” in it.
Additionally, make sure that your title accurately represents the content of your page. Otherwise, you might end up misleading users, which can result in you incurring an increased bounce rate.
Add Unique Selling Points (USPs)
A strong meta title should stand out from competitors by highlighting what makes your page unique in simple language, so try to showcase a unique feature or benefit. Some examples include:
- “Fastest Way to Learn Spanish – Free 7-Day Trial”
- “Handmade Organic Candles – 100% Natural Ingredients”
It is also a good tactic to tap into the power of urgency or exclusivity to encourage clicks through title tags that say something like:
- “Limited-Time Offer: 50% Off Winter Coats”
- “New 2024 Model – Order Yours Before It Sells Out”
Alternatively, highlight your authority or expertise by crafting page titles such as:
“SEO Tips from Google-Certified Experts”
“Top 10 Travel Destinations – Based on 1M+ Reviews”
Ultimately, the more compelling a USP you can include in your meta title, the more attractive it will be to users and the greater the likelihood of them choosing your page over others in search results.
Common Mistakes to Avoid When Writing Meta Titles
When writing HTML element meta titles, there are several common mistakes people make that can negatively impact their SEO and click-through rates.
One of the most common is to duplicate title tags, which can confuse search engines and make it harder for them to rank your content effectively.
Another is to overstuff keywords, which makes the titles look spammy and unappealing and can lead to your web page experiencing lower rankings or even rewrites by search engines.
Additionally, writing vague or generic titles like “Home” or “Products” is a misstep many people take, which not only fails to attract clicks but also doesn’t convey what the page is about.
Frequently Asked Questions
Here are some answers to questions we are frequently asked about meta titles.
1. What is a meta title, and why is it important?
A meta title is an important element of on-page optimisation that helps search engines, and users understand the relevancy of a page’s content to a particular query. As Google displays meta titles in search results, they are crucial for visibility and click-through rates.
2. How long should a meta title be?
The optimal length for a meta title is between 50–60 characters. If they are longer than that, search engines may cut them off, while if they are shorter, they may not provide enough relevant information to inform users of what the page is about.
3. Should every page have a different title?
Yes! Multiple pages should have unique titles to accurately describe their content. Duplicate titles can confuse search engines and weaken a site’s competitive advantage against other websites.
4. Can I use long-tail keywords in my meta titles?
Absolutely! From an SEO perspective, including long-tail keywords alongside an important keyword improves audience targeting and increases your page’s chances of ranking for specific searches.
5. How does the Yoast SEO plugin help with meta titles?
Yoast is a popular SEO plugin that provides recommendations for writing optimised meta titles and checking anchor text. This helps websites maintain best practices against other pages.
Conclusion: Write Meta Titles That Drive Clicks and Rankings
Now you know why effective meta titles are crucial in SEO, why not take the opportunity to review yours?
In doing so, you might improve your website’s visibility, increase its rate of click-throughs, and make your site more easily understood by both users and search engines.
Need help optimising your meta titles?
Contact Paperstack’s expert team to boost your website’s rankings today!