What Is a Meta Title?
The meta title, commonly called the title tag, is an HTML element located in the head section of a webpage that specifies the title of the document. It is defined using the title HTML element and is distinct from the H1 heading tag that appears in the visible content of the page. While both the title tag and H1 describe the page's topic, they serve different purposes and appear in different locations. The title tag is what shows up in search engine results pages, browser tabs, bookmarks, and social media shares.
When someone searches for something on Google, the title tag is the large blue clickable text that represents each search result. It is the very first thing a potential visitor sees and reads about your page, making it your primary opportunity to convince them to click. A compelling, relevant title tag can be the difference between a user clicking on your result versus a competitor's. Conversely, a vague, keyword-stuffed, or poorly written title tag can cause users to skip your result even if your page has the best content.
For small business owners, the title tag is arguably the single most important on-page SEO element you can optimize. Unlike technical optimizations that require developer expertise or content strategies that take months to execute, optimizing your title tags can be done in an afternoon and often produces measurable results within weeks. Every page on your site needs a unique, descriptive, and compelling title tag that accurately represents the content and includes relevant keywords that your target audience is searching for.
Title Tag Length and Formatting
Google displays approximately fifty to sixty characters of a title tag in search results before truncating it with an ellipsis. The exact cutoff varies because Google measures display width in pixels rather than characters, and wider characters like capital W take up more space than narrow characters like lowercase i. As a practical guideline, aim to keep your title tags under sixty characters to ensure the full title is visible. If your title is truncated, the cut-off portion loses its impact and may leave the title looking incomplete or confusing.
The most common formatting pattern is: Primary Keyword - Secondary Keyword or Modifier | Brand Name. For example, "Emergency Plumber in Austin - 24/7 Service | ABC Plumbing." This format leads with the most important keyword, adds qualifying detail, and ends with the brand name. The pipe character or dash serves as a visual separator. Some SEOs prefer to omit the brand name entirely on content pages to maximize space for keywords and value propositions, reserving brand inclusion for the homepage and main service pages.
Avoid using all caps, excessive punctuation, or special characters in your title tags. These can look spammy in search results and may cause Google to rewrite your title. Each page on your site must have a unique title tag. Duplicate title tags across multiple pages cause keyword cannibalization, where your pages compete against each other instead of against your competitors. If Lumio SEO flags duplicate title tags in your audit, prioritize fixing them immediately. Every page should have a distinct title that reflects the unique content and purpose of that specific page.
Common Title Tag Mistakes
The most damaging title tag mistake is using the same default title across multiple pages. Many CMS platforms set a default title tag that gets applied to every page unless manually overridden. This might be your site name, a generic phrase like "Home" or "Welcome," or a template that does not differentiate between pages. When every page has the same title, Google cannot determine which page is most relevant for any given query, and users in search results cannot tell your pages apart. Audit your site to ensure every single page has a custom, unique title tag.
Keyword stuffing in title tags is still surprisingly common and always counterproductive. A title like "Plumber Austin | Austin Plumber | Plumbing Austin TX | Best Plumber Austin" does not help your rankings and actively hurts your click-through rates because it looks like spam to users. Google may also choose to ignore your title entirely and generate its own if it determines that your title is spammy or misleading. Use your primary keyword once, naturally, and use the remaining characters for compelling, human-readable information that encourages clicks.
Missing title tags are another critical issue. Without a title tag, Google will generate one from your page content, and the auto-generated title is almost always worse than one you craft intentionally. Google might pull text from your H1 heading, the first text on the page, or even anchor text from links pointing to the page. This auto-generated title may not include your target keyword, may be truncated awkwardly, or may not accurately represent the page's content. Always write your own title tags so you control the message that appears in search results. Even a basic descriptive title is better than leaving it to chance.
When Google Rewrites Your Title Tag
Google sometimes displays a different title in search results than the one specified in your HTML title tag. This practice, known as title rewriting, became more aggressive with Google's August 2021 title generation update. Google may rewrite your title when it determines that the original title is not a good representation of the page content, is too long and gets truncated, is keyword-stuffed or repetitive, does not match the search query well, or when Google finds a more descriptive text element on the page like the H1 heading.
The best way to prevent Google from rewriting your title is to write high-quality title tags that accurately and concisely describe your page content. Make sure your title tag and H1 heading are closely aligned in topic though not necessarily identical. If Google sees a significant disconnect between your title tag and your H1, it may choose the H1 instead. Keep your title under sixty characters to avoid truncation-based rewrites. Avoid boilerplate text that appears in every title tag, like overly long brand name additions, as Google sometimes strips these out.
If Google is rewriting one of your title tags, investigate why. Use Google Search Console to compare the title tag you specified with what Google is actually displaying. Sometimes the rewrite is an improvement, in which case you might want to update your title tag to match. Other times, the rewrite is worse than your original, which usually indicates a mismatch between your title tag and your page content. In these cases, revise your title tag to be more accurately descriptive of what the page actually covers. Lumio SEO checks for title tag presence, length, keyword inclusion, and uniqueness, helping you maintain well-optimized title tags across your entire site that are less likely to be rewritten by Google.