---
type: Reference
title: Title tag rules
description: The HTML title element is the single highest-leverage SEO control on the page. These are the rules.
resource: https://developers.google.com/search/docs/appearance/title-link
tags: [title, serp, meta, on-page]
timestamp: 2026-06-19T08:00:00Z
---

# Title tag rules

The `<title>` is the most-clicked element of your SERP listing. It is
also the strongest single signal Google uses to decide what your page
is about. Treat it as a contract with the reader.

## Length

Aim for **50–60 characters**. Google's title display column is ~600
pixels wide; pixel-truncation kicks in around character 60 in most
fonts. Mobile cuts earlier. Plan for the truncation, don't fight it.

## Structure

Lead with the keyword the page targets. The first 30 characters carry
disproportionate weight — both for the algorithm and for the eye
scanning a list of ten results.

> `[Primary keyword] — [secondary context] | [Brand]`

The brand suffix is optional. For category and product pages, drop it
to save characters. For homepage and trust-driven pages, keep it.

## Don'ts

- Don't stuff. Repeating "[keyword] [keyword] [keyword]" looks like
  spam and Google has been rewriting these since 2021.
- Don't paste your H1 verbatim. The H1 is for on-page hierarchy
  (see [/titles-and-meta/heading-hierarchy.md](/titles-and-meta/heading-hierarchy.md));
  the title is for the SERP. They can differ.
- Don't end with the date or a version number unless that's what the
  user is searching for. "2024" in a 2026 title looks stale.

## Sibling

The [meta description](/titles-and-meta/meta-description.md) lives
under the title in the SERP. They work as a pair — the description
expands on whatever promise the title made.
