Optimizing Title Tags: What Digital Marketers Should Know

February 15, 2023
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In digital marketing, one of the most important things is the headline. The headline or page title is a reader's first contact point with a brand or organization, so it should convince people to stay longer on the page. We have discussed headers and meta descriptions; here, we will delve into title tags and their importance to your on-page strategy.

What Is The Title Tag And Why Does It Matter?

Often, visitors to a website see title tags as the clickable links on search results pages. It is also the title that web browsers display on tabs or title bars. By default, most content management systems use this tag as a blog article's title unless the web administrator specifies another one.

The title tag is sometimes not part of a person's visual experience when they browse, so sometimes site owners overlook it. However, optimizing it is just as crucial. Here are things to remember when you're trying to improve your title tag.

Know How It Fits Into Your Website Hierarchy

The title tag for the Home or About Me page will have a different purpose than a blog post. Websites with plenty of pages, especially ones with similar functions, run the risk of having title tags with the same name. It is important to know your entire site's structure and understand how each page works in context. The more you need to click, the more specific the titles should become—repeating words is possible, but you have to ensure that the specificity is there.

Take, for instance, the title tags for a page featuring a jar of honey that an e-commerce store carries. Suppose the store's name is The Sweet Spot, and the user needs to click through the product category page to get to the actual item—here is what the title tags might display.

  • Home Page - Shop At The Sweet Spot For All Your Baking Needs
  • Product Category Page - Buy Baking Ingredients Online At The Sweet Spot
  • Product Page - Get Amber Plains 100% Raw Honey For Baking, 1/2 Gal. At The Sweet Spot

It is evident that the deeper the user goes into the website, the more specific the header becomes. Doing this is possible if the website owner carefully plans the person's journey through their different pages.

Evaluate Your Page Content To Write A Fitting Title

Introduce the page topic and incorporate the keywords you used in the body copy, meta description, header tags, URL, and other parts of the page. If your title tag does not match the page content, it does not lend relevance to the topic, which could cause users to leave. Tie your title with the rest of your page by incorporating the keywords you want to rank for when you write.

Ensure That You Have Unique Titles For All Pages

Searchers and search engines will not appreciate duplicate title tags. Google Search Console or Bing Webmaster Tools will show if you have pages with the same title tag. These duplicates render the titles useless; search engines often ignore duplicated tags and substitute other content on the page for the link text in SERPs.

To Save Time, Consider Automation

Administrators or owners of websites with dozens or hundreds of pages, like e-commerce sites, could find it daunting to comb through their pages to code unique title tags. If you own a large website with dynamic data, you can let the CMS or website platform automatically generate your title tag. Overriding these default tags is possible, but it needs custom work from your web developer. The more you scale your operations, the more automation becomes a necessity.

Include A Call To Action In Your Title Tag

If possible, use a title tag with verbs and a call to action. Since this element shows up as the blue link in SERPs, it is prime real estate. The message you put here will affect how much a user will want to interact with your page. Focus on reminding them of their needs, the ones you will address. You can also think of their questions and answer these. Just like writing an excellent concluding paragraph to a blog post, your title tag needs to capture the reader's search intent.


A page's title tag is only one of the many things that come together to form a webpage. All companies with a thorough SEO plan will consider title tags just as crucial as other on-page elements. When the title tag works with other written elements like the headers, the copy or body of the text, the alt text, meta descriptions, and captions, it enables the business to present a unified brand experience to the website visitor.

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