The meta title tag is an HTML element that specifies the title of a web page.
Meta titles appear on search engine results pages (SERPs) as the clickable headline of a result, unless Google decides to show a different one, and they matter for usability, SEO and social sharing.
The title of a web page should be an accurate, concise description of what the page contains.
What is a meta title?
The meta title is an element of the HTML code that tells search engines and users what a page is about.
It does not appear in the body of the page, but it is usually shown in the browser tab and on the search results page.
Why does the meta title matter?
It tells the search engine the main topic of a page, it helps catch the user's attention in the results, and it is one of the main signals that tell Google which search intent the page is meant to answer.
Where does the meta title go?
Like the meta description, this short string of text goes in the HTML code of the page, in the <head> section.
Here is an example of a meta title in HTML:
<head> <title> Example Title | Brand Name </title> </head>
New to this and would rather not touch the HTML of a page?
No problem: most content management systems (CMS) have a dedicated field where you can type the title directly.
Adding the meta title with Yoast on WordPress
If, for example, you use WordPress with the popular Yoast SEO plugin you can enter the meta title in the field labelled "SEO title".
This field is often filled in automatically by copying the H1 heading. Even so, we suggest you make the two different.
Both are an opportunity to tell Google and users something useful about the page.
As you edit the meta title in Yoast, the bar under the field turns red, orange or green.
This SEO "traffic light" tells you whether your title is well optimised or needs more work.
The meta title tag plays a significant part in optimising a web page: together with heading tags, it is considered one of the most important on-page SEO elements.
Meta title and SEO
Writing the meta title is a step in building a page that you cannot skip.
This short string of text affects rankings and can persuade users to click on your result.
If you want your title to be shown in the SERP, it has to meet a few basic requirements.
If Google does not consider your meta title relevant enough, it may ignore it and create one for you from a piece of the visible text on the page.
So, how do you optimise a meta title tag?
To make sure your page title is optimised and that the search engine sees it as relevant, follow a few simple rules.
These are the 4 basic points for optimising the meta titles of a website:
1 Relevance
The main job of the meta title is to tell search engines and users what the page is about.
So choose a precise, targeted title that describes the topic clearly and specifically. The better the title describes the content of the page, the lower its bounce rate will be.
2 Uniqueness
Two pages may be similar, but they are never identical. A unique title for each page tells the search engine how that page differs from the others.
That way Google knows which result is the best one to show for a specific query.
3 Length
If a title goes beyond the usual length limits, Google may replace it with one it generates itself, or cut it and show only part of it.
Maximum length is usually discussed in characters, but the search engine actually measures it in pixels.
What does that mean?
A 60-character title in lower case takes up far fewer pixels than the same title in capitals. Both stay within the usual 60-character limit, but only the first would be shown in full.
How do you work out the pixel width of a meta title? There are plenty of free tools online, for example SERP simulator.
4 Keywords
A well-optimised meta title obviously contains the page's focus keyword. Place it as naturally as possible, without forcing it.
Another mistake to avoid is cramming in too many keywords: this is called keyword stuffing and it can cost you dearly.
Copywriting tips for an effective meta title
Reaching the first page of Google is already a good result. The next step is getting people to choose your result, with titles that are clear and persuasive.
Here are some simple copywriting techniques for meta titles that get clicked:
Use numbers
Numbers take up little space and give readers precise information at a glance: how many tips, how many destinations, which year. That makes a title easier to pick out from a page of similar results.
Benefits and advantages
Another common technique that helps win clicks is to state clearly what users will get from the content on your page.
Name the brand
Brand names are often the main keyword of a query, but you need to work out whether putting yours in the title is worth it.
How?
Run a keyword analysis and check whether your brand name has meaningful search volume. If it does, including it in the page title can be a good choice.
Take the first page of results for "guacamole recipe" on Google UK (DataForSEO, September 2026). Only one of the top organic titles carries a brand, "Ruby's Best Ever Guacamole Recipe" from byruby.co.uk. The others ("Classic Guacamole Recipe", "Homemade Guacamole", "Guacamole Recipes") leave it out, because Google already shows the site name (Kelvin's Kitchen, The Rose Table, Mob) above each title. On a generic query like this one, the pixels saved on the brand can go to the keyword or to a benefit.
On the same page, a YouTube result shows the title "My homemade Guacamole recipe! Looking for something to do ...": it goes over the maximum length and has been cut off by Google. Besides being too long, it does not use its space well: the second half is spent on a filler phrase, pixels that could have carried extra information or a CTA.
Add a CTA
To get users' attention and ask them to take a specific action, a simple, direct call to action is hard to beat. The technique comes from traditional marketing, and it works just as well online.
The call to action should be clear, specific and explicit, and in a meta title it also has to be short, so you do not waste the few characters you have.
Show the price
If it is the meta title of a product or service page, do not be afraid to include the price. Users get clear information straight away, they know whether it fits their budget, and only people who are really interested in buying will click on your result.
Ask a question
People who search online are looking for answers. Try to pick up their questions and use them as the meta titles of your pages. Readers will feel understood and see straight away that the answer is on your page.
Look at the top results for "where to go in december" on Google UK (DataForSEO, September 2026). TUI ranks with a title that is simply the user's question, "Where is hot in December?". Leisurely Linds uses "Where to Travel in December: 15 Dreamy Destinations You ...": it is too long and gets truncated, but it still ranks on page one with the full keyword, a number and a clear promise. Hayes & Jarvis shows the opposite risk: in September 2026 its title still reads "Where To Go In December 2025", a reminder that a year in the title has to be kept up to date.
You cannot use all these copywriting techniques in every title. You have to judge case by case, writing titles that fit the content of the page and the kind of users you want to reach.
