Title Tag

The title tag is the HTML `` element found in the head section of every web page. It defines the official title of the page, displayed in the browser tab and — most importantly — used by Google as the blue clickable link in search results. It is one of the most direct and impactful on-page SEO factors.

What is the title tag?

Unlike the H1 heading visible on the page, the title tag is metadata in the `` of the HTML document. It does not appear in the body of the page but is shown in the browser tab and in search engine results pages (SERPs). It is the very first element users see before clicking — and one of the most significant relevance signals Google uses to understand a page's topic.

Title tag vs. H1: a key distinction

The title tag and the H1 are two separate elements with distinct roles. The H1 is the visible on-page heading for visitors. The title tag primarily addresses search engines and searchers in SERPs. They can be similar but need not be identical — and it can be strategically advantageous to differentiate them.

What is the ideal length for a title tag?

Google displays titles within approximately 580 pixels of width, which generally corresponds to 50–60 characters in standard fonts. Beyond this, the title is truncated with an ellipsis in search results. Below 30 characters, you leave significant SEO potential unused. Aim for 50–60 characters for optimal display on both desktop and mobile.

Best practices for an effective title tag

Place the primary keyword at or near the beginning of the title to maximise its SEO weight
Include your brand name at the end, separated by a dash or pipe: "Product | Brand"
Write a unique title for every page — duplicate titles harm rankings
Be descriptive and compelling: the title should make users want to click
Avoid keyword stuffing — Google penalises over-optimised titles
Match the title to search intent: transactional for product pages, informational for guides

Impact of the title tag on SEO

The title tag is a direct ranking factor in Google's algorithm — it is one of the most important on-page signals. A well-optimised title containing the target keyword increases the probability of ranking for that query. Moreover, a compelling title improves click-through rate (CTR), sending Google additional relevance signals that can reinforce your rankings over time.

Google may rewrite your title tags

Since 2021, Google regularly rewrites title tags in SERPs. This happens primarily when a title is too long, keyword-stuffed, doesn't reflect the main content of the page, or isn't representative of the topic. To minimise rewrites, write clear, concise titles that accurately reflect the page's actual content.

Title tag templates for e-commerce

🛍️

Product page

"Product Name — Buy Online | Brand" or "Product Name — Fast Shipping | Store". Exact keyword first, brand name last.

📂

Category page

"Category Name — [Adjective] Selection | Brand" — for example "Women's Running Shoes — Wide selection | RunStore".

📝

Blog article

"How to [Do X] in [N] Steps — Complete Guide" or "[Number] Tips to [Goal] | Brand". The informational intent should be clear.

In PrestaShop, the title tag for each product page and category is configured directly in the back office, in the SEO tab of each item. For large-scale management or automated rules, dedicated SEO modules allow you to define title templates that are applied automatically across thousands of pages.

Try Lexiik on your PrestaShop store