Title Tags: How to Write Them (+ Steal Our Formulas)

You can create the most helpful, well-optimized content on the web.

But if you mess up the title tag, none of that will matter.

The title tag is the blue, clickable headline that shows up in search results.

It’s also your one shot at convincing a reader to choose your content over everyone else’s.

A subtle tweak to the title tag can make all the difference.

Take this example from the Backlinko blog: rain

Original title tag: “17 Ways to Get More Views on YouTube in 2025”

Position: 4th in search results

Improved title tag: “17 Powerful Tactics To Get More YouTube Views in 2025″

Position: 1st in search results and the featured snippet

Same topic, same content. Wildly different result.

But, why did that second title tag work better?

And how can you get the same results?

In this guide, I’ll break down what makes a title tag work.

I’ll cover real examples, a simple framework for writing them, and tools you can use to improve your title tags — and search results — today.

What Is a Title Tag?

A title tag is a line of HTML code that tells search engines (and searchers) the title of your webpage.

Think of it as your content’s elevator pitch — your chance to convince a searcher that you have the answer to their questions.

A title tag isn’t something that readers will see on the webpage itself. It’s the text that appears:

• As the blue hyperlink in search engine results
  

  

• As the text on a browser tab m
  

  

• In some social media previews of your web content
  

  

Behind the scenes, it looks like this in your website code:

<title>How to Create an Effective SEO Strategy in 2025</title>

Why Title Tags Matter

Google’s guide says title tags are key for both readers and search rankings.

Our research backs that up.

We analyzed 11.8 million Google search results and found that most first-page results include some or most of their target keyword in the title tag.

In other words, a clear title tag that uses the keyword is your ticket to the first page.

But simply ranking isn’t enough.

Even if your page shows up in the search results, it won’t matter unless people actually choose to visit it.

That’s why your title tag also needs to be human-friendly. It’s your one chance to win the click.

And that click really matters.

The No. 1 result in Google gets an average click-through rate (CTR) of 27.6%.

The result in position 10? Just 2.4%.

That’s more than 10x fewer clicks and a massive difference in traffic.

So, a strong title tag doesn’t just help your page show up in search results.

It also encourages more people to click on your link, which can help your page move even higher in the rankings.

There’s one more reason title tags in SEO are so important:

If you get the title wrong, Google might just rewrite it.

Studies show Google rewrites around 61% of title tags in search results.

Usually because they’re too long, vague, or overloaded with keywords.

And when that happens, you lose control over what shows up in the search engine results page (SERP).

Sometimes Google will just grab the heading (H1) of the page.

Other times, it’ll generate something entirely new. And not always better.

If you want to make sure your pages look polished in the search results, writing a solid, search-optimized title tag is non-negotiable.

Title Tags vs H1 Tags

Personally, I used to muddle these up. So if you’re confused about the difference between title tags and H1s, you’re not alone.

Your title tags and H1 tags should both convey the same information.

They don’t need to be word-for-word the same, though.

For instance, we’ve written an article with the heading “What is Content Marketing?”

That’s the H1 tag.

But our title tag is “What Is Content Marketing? Complete Beginner’s Guide.”

Different, but clearly covering the same information.

Write Better Title Tags With the 3C Framework

Your title tag has one job: get more clicks.

The 3C Framework gives you a simple way to create titles that rank well AND get clicked more than your competitors.

Clear

The title should tell people what your page is about. No need to guess.

Bad:

“Solutions That Work for the Modern Business”

What does that even mean?

Better:

“CRM Software for Small Businesses | Free Trial Available”

It tells Google what the page is. And it tells humans why they should click.

Clickable

Ranking is only half the battle. The other half? Getting the click.

To do that, your title needs to stand out and make people want to learn more.

Bad:

“Marketing Strategy Guide”

It’s fine, but a bit blah.

Better:

“Marketing Strategy Guide: Get Explosive Growth in 7 Days”

It’s actionable, shows value, and uses an emotional power word (“explosive”).

Want some ideas for turning bland language into more clickable titles?

Contextual

You need to give readers (and search engines) context — and that means keywords.

But tread carefully. No stuffing allowed.

Bad:

“Email, Email Marketing, Email Campaigns, Email Tips”

Likely to get rewritten. Also just annoying for readers.

Better:

“Email Marketing Guide for Beginners (2025 Edition)”

Front-loaded keyword, used once, in a natural way.

Want to try it out yourself?

Here’s an AI prompt you can use to incorporate these rules when writing your title tag:

For example, for the keyword “marketing strategy,” ChatGPT gave me:

• Marketing Strategy Guide: Build a Plan That Gets Results
• Proven Marketing Strategy Tips to Grow Your Business
• How to Create a Marketing Strategy That Works
• Effective Marketing Strategy Examples + How to Use Them
• Marketing Strategy Made Simple: A Step-by-Step Approach

Not bad for a few seconds of work, right?

Optimize Your Title Tags for Search Engines

You need titles that both Google and humans love.

These optimization tips help search engines understand and rank your content higher.

1. Match Your Title to What People Are Searching for

Before you write your title tag, look at what’s already showing up in Google for your keyword.

This helps you understand what searchers want and what kind of content Google is rewarding.

Here’s how to do it:

Google Your Keyword

Type your keyword into Google and look at the top 5–10 results.

Look for Patterns

Are most of the results lists?

That usually means people are exploring or comparing their options. Try a title like “Top 10…” or “Best Tools for…”

Do they include the current year?

People want the latest updates. Add the year to your title to show it’s fresh.

Are the pages explaining a concept?

People are looking for information or education. A title like “What Is X? [+ Examples]” works well.

Do you see a lot of tutorials?

People want a walkthrough. Go with a how-to title like “How to Do X Step-by-Step”.

When your title matches what people are looking for, they’re more likely to click. And Google is more likely to show your page.

2. Keep It Short

If you go too long, you risk Google rewriting it.

If you go too short, you miss an opportunity to engage your readers.

When we analyzed 4 million search results, we found that titles between 40-60 characters have the best click-through rate.

Titles in this range get 8.9% more clicks on average.

So, that’s a good starting point. But here’s what really matters:

Google truncates title tags based on pixels (the actual width of the letters), not characters.

Around 580–600 pixels is the max width before your title gets cut off.

And on mobile, titles often get truncated even earlier.

So while ~40–60 characters works most of the time, it’s not guaranteed.

Want to check your title before hitting publish?

Use a free tool like the Mangools SERP Simulator. Just make sure to switch it to mobile view first.

3. Use Keywords First

This helps in two ways:

• Google tends to focus on words at the front of the sentence
• Readers (usually) read from left to right, so the keywords will stand out to them

One exception here:

For listicles, it’s often better to lead with the number.

Think “5 Powerful AI Tools for Content Creation” rather than “Content Creation Tools: 5 Powerful Options.”

It gives readers a clear idea of what to expect.

4. Give Each Page a Unique Title Tag

Google doesn’t like duplicate or boilerplate titles:

So if you duplicate your SEO title tags (or just change a single word), you’re more likely to have them rewritten.

Instead, take a moment to craft a unique title tag for every page.

One that accurately reflects the content and intent of that specific URL.

5. Match the Title to the Content

Simple, but important.

Your title has to accurately reflect what’s on the page.

If you’ve promised “The 17 Most Important SEO Tips,” there had better be seventeen juicy bits of SEO wisdom there.

Google might rewrite your title if it doesn’t match your content.

More importantly, you’ll annoy your readers, and they’ll bounce right off the page.

Also, remember to be specific, not vague.

Generic titles like “Home” or “Services” don’t help readers know what they’ll see if they click.

6. Vary Your Title and H1 Tags

If your title and H1 are identical, you’re missing an opportunity to hit additional keywords.

Plus, you’ll typically want to use the title tag to say what the page is about, and the H1 to get more detailed or conversational.

For example:

vs.

• The title tag is contextual and clickable. It includes a number, a benefit, and a clear topic.
• The H1 tag is more conversational and reader-friendly. It’s aimed at people who already know what’s on the page.

You can also include multiple variations of your keywords (e.g., “email marketing tips,” “email campaigns,” “email marketing”) without repeating yourself.

Compare Good vs. Bad Title Tags (Across Industries)

Great title tags don’t just follow best practices. They match intent, highlight value, and stand out in crowded search results.

Let’s break down a few real examples (good and bad) to show what works — and what to avoid.

SaaS

Keyword: “project management for small businesses”

The first result we get is from Zapier:

Why it works:

• It matches why someone would be searching and shows the benefit they’ll get from reading
• It includes the keywords so the reader knows they’ll get exactly what they’re looking for
• It includes the power word “best”

Compare that with this result from Scoro, way back on page 10.

Why it doesn’t work:

• It’s too vague. The reader doesn’t know what they’ll get if they click.
• It doesn’t match what the reader is looking for
• It’s jargon-heavy. It assumes we’ll know what PSA Software is.

Ecommerce

Keyword: “buy leather backpack”

Here’s the first result:

Why it works:

• Hits both “leather” and “backpack”
• Addresses searcher needs — includes both genders, links backpacks to travel
• “Best” works as a power word

And here’s one from page 10:

Why it doesn’t work:

• Leading with “MINA BAIE” wastes valuable space (this isn’t a household name)
• A diaper bag isn’t obviously the same as a backpack, so it misses search intent
• “Modern” is vague and lacks emotional punch

Local Business

Keyword: “coffee shops in Austin”

Here’s a result from the top of the SERPS:

Why it works:

• Matches exactly what this searcher might be looking for
• “Awesome” is an appealing emotional power word
• Location-based

And here’s one from page 10:

Why it doesn’t work:

• Too much brand, not enough benefit
• Doesn’t match search intent
• Jargon-heavy — what is a neighborhood work club anyway?

Landing Page

Keyword: “seo strategy template”

Why it works:

• Clearly stated benefit — you get what you were looking for
• Hits all three keywords
• “High-level” sets an expectation about scope — if that’s what you need, you’ll find it here

Google breaking its own rules here:

Why it doesn’t work:

• Doesn’t clearly communicate that the page offers SEO strategy templates
• Lacks a compelling reason to click
• Overly branded — many searchers won’t recognize or be looking for Looker Studio

How to Analyze and Improve Your Title Tags

Got title tags already? Let’s find the ones losing you clicks.

These simple analysis methods show which titles need fixing ASAP for quick traffic wins.

Check Your Current Title Tags

Audit your existing title tags to spot issues like:

• Titles that are too long, too short, or duplicated
• Titles that don’t clearly describe the page
• Titles that don’t match what people are searching for

A few tools you can use:

Google Search Console

First, open Google Search Console and select your website property.

If you’ve never used it before, or you have a new website, take a look at our Guide to Google Search Console to get started.

On the left-hand menu, under “Performance“, click on “Search results.” This report shows how your site appears in Google Search.

Click on the “Pages” tab.

This shows performance data for individual pages on your site.

Look for pages with high impressions but low clicks.

High impressions + low clicks = your page is showing up but not convincing people to click.

These are the pages where improving your title tag could make a big difference.

Semrush On Page SEO Checker

Use Semrush’s On Page SEO Checker to make sure your title tags include your target keywords, without keyword stuffing.

First, configure the tool to crawl your site and collect data.

Then, head to the “Optimization Ideas” tab to see a list of your pages along with the number of suggestions for each one.

Click on the “# ideas” next to any page.

In the “Content” section, you’ll see whether your title tag uses your target keywords appropriately.

Semrush Site Audit

Use Semrush Site Audit to spot duplicate or missing title tags.

Once the audit is complete, go to the “Issues” tab and type “title tag” into the search box.

The tool will show you a list of issues related to title tags — like duplicates, titles that are too long, or ones that match the H1 exactly.

Click on the issue to see the list of affected pages.

Screaming Frog SEO Spider

You can also use Screaming Frog to spot title tag issues.

Download the free version of the app (available for Windows, Mac, or Linux). Then, follow the installation steps.

Open the tool, type your homepage URL into the search bar at the top, and click “Start.”

Screaming Frog will begin crawling your site. This can take a minute or two.

Once the crawl is done, click “Page Titles” to see a full list of your website’s title tags.

Use the filter dropdown or look at the “Issues” column to find problems.

Watch the Right Metrics

Here are the numbers to keep track of:

• CTR: If you update a title and your CTR jumps, it’s probably working. You can check this in your Pages report in Google Search Console.
• Impressions without clicks
  This means you’re showing up in search results, but nobody’s clicking. Go back to the 3Cs. Is it clear, clickable, and contextual?
• Ranking changes
  If a page drops in search rankings after a title change, maybe Google doesn’t like the new version.

Or, maybe you’ve missed the user intent this time round.

Steal These Winning Title Tag Formulas

Writing title tags from scratch every time? No, thank you.

Below are three proven formulas that we use at Backlinko to craft headlines that stand out.

List or Number Formula

• Formula: X [Unique Adjective] [Topic]
• Why it works: Lists provide clarity and set expectations but need unique adjectives to grab attention.
  

  

The Keyword-Colon Formula

• Formula: [Content Topic]: [Actionable promise]
• Why it works: Directly addresses the topic and hooks the reader with an actionable promise.
  

  

The Keyword-Question Formula

• Formula: [Keyword Question]? [Promise]
• Rationale: Answers the reader’s question head-on and draws them in with a clear benefit.
  

  

Need More Ideas?

We analyzed 150+ real title tags from top-ranking SEO content and combined that with AI-trained insights from thousands more.

The result?

Over 50 proven, plug-and-play formulas you can use to boost clicks and match search intent — no guesswork required.

Time to Fix Those Title Tags

Your title tag is more than just metadata. It’s your best shot at earning the click.

So, don’t let it go to waste.

Pick your top three pages, apply what you learned here to improve your title tag SEO, and track the results.

Want to keep leveling up?

Head over to our On-Page SEO Guide for more ways to boost traffic, rankings, and engagement.

The post Title Tags: How to Write Them <br>(+ Steal Our Formulas) appeared first on Backlinko.