A title tag is an HTML element that specifies the title of a web page. A page’s title tag is displayed as part of the search snippet in a search engine results page (SERP).
Good titles improve the user experience and encourage more clicks. Because of this, your page title (and meta description - which will be covered soon in a detailed blog post) should act as a headline and entice users to click on your result.
You must add a title tag in the <head> section in your site’s HTML. It should look something like this:
The title tag is important in helping search engines understand what your page is about. Moreover, it helps searchers understand the content of your page, which helps them choose the most appropriate result for whatever their target is.
As Google states, “one of the primary ways people determine which search results might be relevant to their query is by reviewing the titles of listed web pages.” So searchers can see the HTML title tag right in the SERP as the title of the snippet.
An SEO title tag must contain your target keyword. However do not over do your keywords like that: "FancyRestaurant, fancy restaurant, fancyrestaurants, fancy restaurants" - this doesn't help the user. This kind of keyword stuffing can make your results look spammy to Google and to users.
Where should you place your keyword in the title tag?
Many SEO experts recommend placing your keyword near the beginning of the title tag. This is known as “front-loading” your keyword. Front-loading has the following benefits:
A brand name is important to include in the title tag for home pages, landing pages, and product pages. It’s especially essential because people may be searching for your company specifically. Then, if you have a strong, well-known brand, adding it to your titles may help boost click-through rates.
Title tags must be written differently for every page. Don’t mass replicate your title tags it will negatively affect your search visibility. Make sure every page on your site has a title specified in the <title> element and clarifies the service of your page.
As mentioned above, writing descriptive and concise text for your <title> elements is a major factor in helping search engines understand what the page is about, therefore avoid automatically generating page titles!
Just because title tags are short and don’t require much writing, don’t think that they are something you should treat as quick and easy. Take some time to really think about the best keywords to use to inform Google what the page is about and to communicate to potential visitors what’s valuable on the page. Your title tag has to do both at once. If you get it right, it can improve your rankings and increase your click-through rates.