How to Write Great Page Titles For SEO

I’ve tested hundreds of title tag variations over the years running Trendline SEO, and here’s one thing I know for sure: your page title can make or break your rankings.

It’s the first thing users see in search results and one of the clearest signals Google uses to understand your content.

Whether you’re writing for a product page, blog post, or homepage, getting the title right matters.

In this guide, I’ll walk you through exactly how to write SEO-friendly titles that rank well and get clicked — step by step.

How to Write a Great Title for SEO [Step-By-Step]

Before we dig into the details, here’s the high-level process for writing SEO titles that pull their weight:

• Define the page’s main topic and choose one clear primary keyword
• Write a concise and descriptive title that sets the right expectations
• Place your primary keyword near the beginning of the title
• Avoid duplicates by making each title unique to its page
• Add your brand name if it helps build trust or recognition
• Make the title compelling so users want to click
• Check the technical setup and implement the title tag correctly
• Monitor how your title performs and refine it over time

Each step builds on the last. And every one of them has cost me traffic at some point when I ignored it.

That’s why this process isn’t theoretical. It’s built from real wins and real mistakes.

Step 1: Identify the Page’s Main Topic and Primary Keyword

If your title doesn’t match the search intent or reflect what the page is really about, nothing else matters. This is the foundation.

Before you write a single word of the title, you need to get clear on two things: the main topic of the page and the one keyword or phrase that best represents it.

One page, one topic, one clear intent. That’s how you keep the title aligned with what the user is actually searching for.

When I start this process for a client or even my own content, I usually ask: what question is this page answering? Or what problem is it solving?

The answer usually points straight to the right keyword.

At this stage, a few things I usually look for include:

• Is the keyword something people are actually searching for? If not, it’s not worth building a page around.
• Does it match the content on the page? If the keyword feels forced, it probably is.
• Can I naturally fit it into a title without it sounding robotic?

Once you know your main keyword, you’re ready to build everything else around it.

Step 2: Write a Descriptive and Concise Title

Once you’ve nailed the topic and primary keyword, your job is to write a title that says exactly what the page offers — in the fewest words possible.

It sounds simple, but this is where most titles fall apart. Either they get too vague, too long, or too fluffy.

I’ve tested titles across blogs, eCommerce pages, and service sites. The ones that perform best are always specific, easy to read, and give users a reason to click without trying too hard.

While writing, I like to aim for around 50 to 60 characters. Any longer, and you risk Google cutting it off.

I also try to be direct. Tell the user what’s on the page and why they should care.

That's really it. Don't overthink it and don't add anything else at this point.

Examples for Reference

Let’s say your keyword is “email marketing tips.”

A bad title might be something like “Welcome to Our Blog Where We Share Marketing Ideas” That’s vague and useless in a search result.

A stronger version would be “10 Email Marketing Tips That Actually Work” It’s clear, punchy, and promises value.

If it’s a product or service page, clarity is even more important.

You might go with “Affordable Email Marketing Software for Small Businesses.” That hits the keyword and sets the right expectation.

Remember, You're Writing for Human Readers

There’s no need to get fancy here because you're not writing for literary awards. You’re writing for humans who are scanning search results at lightning speed.

If your title makes them pause and think “this is what I need,” you win.

In the next step, we’ll talk about using your primary keyword — not just stuffing it in, but weaving it in naturally so it feels like part of a real sentence.

Step 3: Include the Primary Keyword (Naturally)

When I first started writing titles for clients, I used to treat the keyword like a checklist item. Plug it in, cross it off. But that mindset created stiff, robotic headlines that nobody wanted to click.

Turns out, it’s not just about using the keyword. It’s about where you place it, how it reads, and whether it adds value to the sentence at all.

Start strong with relevance

If your title doesn’t lead with relevance, it loses. That’s why I aim to place the main keyword close to the beginning. It tells both Google and the reader, “You’re in the right place.”

Take this comparison “2025 Buyer’s Guide to the Best Running Shoes” vs. “Running Shoes for Marathon Training in 2025 [& How to Choose]”

Both work, but the second one puts the keyword front and center. It’s sharper and feels more intentional.

Avoid the keyword salad

You’ve probably seen this one before: “Running Shoes, Marathon Shoes, Jogging Sneakers, Best Footwear”

It looks like someone just dumped their keyword list into the title and hit publish.

Google’s way past falling for that, and users can smell it too. It’s not just ineffective, it’s off-putting.

Instead of stuffing variations, pick the strongest one and let it lead. If you want to include a related term, make sure it earns its spot by adding meaning, not noise.

If I ever have a question about a title, I give it a quick "gut check" to see if I would find it spammy or helpful. Read the title out loud and give your honest opinion. Would you say it to a friend in a conversation? If not, rewrite it.

Step 4: Emphasize Uniqueness and Avoid Duplicates

If there’s one thing that’ll quietly kill your SEO, it’s duplicate title tags. I’ve seen sites lose entire sections of rankings simply because 20 pages were using the same five words.

When every title looks the same, Google has no clue which page deserves to rank. But... it also looks like keyword stuffing, which Google's core updates penalize for.

Let me walk you through how to avoid that trap and make each page title stand out.

Start with the content itself

Pull up the page. Ask yourself: what’s different about this one?

It could be:

• A specific product name or feature
• A unique angle on the topic
• A different audience or use case

You want your title to reflect whatever makes this page not just another version of something else.

Say you’ve got two pages in the same blog category: one is a tutorial for beginners and another is for advanced users.

Instead of using a generic title like “Guide to SEO Titles,” make one “How to Write SEO Titles for Beginners” and the other “Advanced SEO Title Strategies That Boost CTR”

They now speak to two different people. That’s what uniqueness looks like.

Cut the boilerplate

Go through your site and look at how many titles include the same starting phrase or general terms at the front.

If half your pages start with “Learn How To…” or “Buy Online Today,” you’re hiding the real value behind fluff.

Instead, trim that boilerplate down and let the specific part of the title lead. Your core message should come through first.

For example, “Top 5 Winter Running Shoes for Women | FitGear” is good, while “FitGear Official Site – Buy Winter Running Shoes Online” is weak.

The second one says less while taking up more space. Always lead with value.

Check how Google is displaying your titles

Even if you wrote a unique title, Google might not be using it. Search your key pages and see how they show up in the actual results.

If Google is rewriting your title, it’s often because:

• It’s too generic
• It looks the same as other pages
• It doesn’t match the content on the page

When that happens, treat it like feedback. Adjust the title until Google sees it as distinct and useful. Once the title reflects real uniqueness, you’ll usually see them stop rewriting it.

The more specific your title is, the more useful it feels. And the more useful it feels, the more likely it is to rank.

Step 5: Incorporate Your Brand Name (Strategically)

This step is where most businesses go on autopilot. They either slap the brand name at the start of every title, or they leave it out completely.

Neither is always right. What works best depends on the context, the page, and how well-known your brand actually is.

Let’s walk through how to make that call.

Ask this first: does your brand add trust?

If your brand is recognized in your niche, including it in the title can give users a reason to click. A trusted name can stand out in a list of generic titles.

But if your site is still new or unknown, your brand name might not carry weight yet. In that case, focus on building clarity and relevance before trying to lead with branding.

If your brand name might help someone choose your link over another, use it. If not, save the space for keywords that will.

Also, make sure to keep your brand name short.

I’ve seen titles get cut off just because someone added “Incorporated” or “Consulting Group” after the company name.

Stick to the essentials. If your brand is “ClearPath Health and Wellness Solutions,” shorten that to “ClearPath” in your title.

The longer version might sound nice on a business card, but it eats up valuable space in search results.

Where you put it matters

In most cases, I recommend placing the brand name at the end of the title, not the beginning. That way, the topic comes first. People searching for solutions will see what the page is about before they see who made it.

Let’s say you’re publishing a guide on content briefs:

• Better: “How to Write a Content Brief that Ranks | Trendline SEO”
• Weaker: “Trendline SEO | Learn How to Write a Content Brief”

The first version gets to the point, but the second one feels like a branded ad.

Most users aren’t looking for your brand name first—they’re looking for an answer to their question.

Pay attention to what Google’s already showing

Sometimes, you don’t need to add your brand name at all.

Google often pulls your site name into the search snippet automatically, especially on mobile. That means even if your title tag doesn’t include it, users might still see it.

If your brand is showing up there consistently, you can use the full title space to focus on what the page delivers.

Want to check how it looks? Just search your own pages. If Google is already adding your site name, you’ve got room to tighten up your custom titles.

Adding your brand name should be a strategic choice, not a reflex. Use it when it earns its place.

Now let’s talk about how to make your title not just accurate, but clickable. Because all the SEO in the world won’t matter if nobody chooses your result.

Step 6: Make the Title Compelling to Users

Once you have a decent enough title, it will become clear that your page is ranking and people are clicking on it in search.

But, initially getting search rankings is only half the battle.

You could be sitting in the number one spot, and still get fewer clicks than the result below you because your title didn’t pull the reader in.

You’re not just writing for algorithms anymore. You’re writing for human curiosity.

Let’s walk through how to do that.

Lead with a benefit

Your title should answer one question in the user’s mind: Why should I click this?

Don't approach this in a vague, roundabout way. Say it clearly.

If your page is a tutorial, show that it will save them time. If it’s a product, show what makes it better or different. If it’s a comparison, say what you’re comparing and why.

Instead of “How to Create Page Titles,” try “How to Create Page Titles That Drive More Clicks.”

Now it’s not just instructional, it's outcome-focused.

Use words that signal value

Words that signal value are an easy way to increase the chance that a reader will click through to your page.

This doesn’t mean stuffing in clickbait, but it does mean using words that hint at what they’ll gain. Words like:

• Proven
• Fast
• Complete
• Step-by-step
• Free

These are power words. When used truthfully and sparingly, they make your title feel more helpful.

I like to combine power words with a year for freshness, especially for content that gets updated often.

Within our “Best SEO Tools for 2025” we've included the year so that readers understand we've updated the post with new additions and changes.

It’s a small touch, but it gives your title an edge over stale results.

But don’t fake it

This is a powerful tactic when used properly, but be sure to avoid taking the tactics to the extreme.

If a title like “This ONE Trick Will Double Your Traffic Overnight!” sounds like spam, it's because it is. If your title promises something your page doesn’t deliver, users will bounce—and Google will notice.

Instead, be specific and honest, but also match your tone to the type of content.

“7 SEO Title Tips That Actually Work” feels grounded. “7 Secret SEO Hacks Google Doesn’t Want You to Know” feels sketchy.

A compelling title doesn’t just include the right words. It feels like the right answer at the right moment. That’s what earns the click.

In the next step, we’ll wrap this all up by making sure your title is implemented correctly and not getting overwritten by your CMS or blocked by some hidden technical issue.

Let’s make sure what you wrote actually shows up.

Step 7: Review for Technical Issues and Implement the Title

By now you've written a strong, focused, and compelling title. Now it’s time to make sure it actually shows up in the search results the way you intended.

This part’s not glamorous, but it matters just as much as the copy itself. If your title tag doesn’t make it into the code of the page correctly, Google might skip it entirely.

Let’s walk through what you need to check.

Make sure your title is in the right place

Every web page should have one and only one <title> tag. It goes in the <head> section of the page’s HTML. That’s where Google expects to find it.

If you’re using a CMS like WordPress, there’s usually a field labeled “SEO title” or similar in your plugin (like Yoast or Rank Math). That’s the one to use. It will automatically output the title in the right place.

To double-check, view your page source and search for <title>. Make sure:

• The tag exists
• It contains the title you wrote
• It doesn’t appear more than once

If you don’t see it at all, something’s broken. And if there are two title tags, Google might ignore both.

Pro tip: use Semrush's Site Audit function to catch these types of technical errors. We also offer technical SEO services that uncover issues like this.

Watch out for overrides

Some site templates or plugins will automatically add boilerplate to your titles. Others might prepend the site name, section name, or even a tagline.

So if you typed “Best Hiking Backpacks for 2025” into your CMS, and the actual title showing in source code is “AdventureGear Blog | Best Hiking Backpacks for 2025,” you’ve got some cleanup to do.

Check your theme or plugin settings. You might need to turn off auto-generated title structures or customize the format to avoid duplication.

Preview before you publish

Within WordPress, common SEO plugins will allow you to preview your post title before publishing.

If not,you can also use a title preview tool like Moz’s Title Tag Preview or any free pixel-width checker.

These tools help you see how your title will appear in search results. It’s a quick way to spot if your title is too long or gets cut off awkwardly.

If your title includes your brand and it’s already near the character limit, the preview might show you where to trim without losing clarity.

Once you’ve confirmed everything is clean, hit publish. Your title is now live in the code and ready to be picked up by Google.

It may take a few days to update in the search results, depending on crawl frequency.

Step 8: Monitor Performance and Iterate

Once your title is live, your job isn’t done. This isn’t set-it-and-forget-it, it’s an ongoing process.

It’s tempting to move on and never look back, but the truth is, some of your best SEO wins will come after the initial publish. That’s where iteration comes in.

The difference between a decent title and a great one is often just a few small words. The only way to find those words is to watch how people respond.

Start with Google Search Console

This is your home base for title performance and can tell you much more data than you realize.

Inside Search Console, go to the Performance tab and filter by the page you updated. Pay close attention to:

• Impressions: Are people seeing your result for the keywords you targeted?
• CTR (Click-Through Rate): Are they actually clicking?

If your CTR is low but impressions are high, your title might not be connecting with searchers. It’s a sign that your headline looks weak next to the competition.

But don’t rush to change it. Let it run for a few weeks unless something is clearly off.

Look for small signals

Next, look for small signals like that your title could be improved.

Sometimes it’s not a dramatic drop or spike. It’s something subtle—like a post that ranks well but doesn’t get many clicks, or one that’s slowly slipping from page one to page two.

That’s your moment to refine, not rewrite.

Instead of blowing it all up, try a micro-change:

• Add a date if the content is evergreen
• Swap in a more active verb
• Replace a vague word with something more specific

These tweaks often improve performance without shaking up your rankings.

Don’t change just to change

While it is important to change, don't fall into the common trap of changing just to change.

Some people treat title optimization like a game of whack-a-mole, with constant tweaks, no plan, and no data.

That’s not iteration, that's noise. Before you change anything, ask:

• What am I trying to fix?
• What do I expect this change to do?
• How will I know if it worked?

If you can’t answer those, wait.

When I test titles, I document the original version, the change I made, the date, and what I was hoping to see. That way, I can track whether my tweak moved the needle.

Final Thoughts: Strong Titles Create Real Results

If you followed this process from start to finish, you’ve done more than just write a better title tag. You’ve positioned your page to show up where it matters and stand out when it does.

Let’s recap what you just built:

• A title grounded in a clear topic and strong keyword
• Language that speaks to both users and search engines
• A structure that avoids duplication and respects your brand
• A headline that invites clicks and drives engagement
• A technical setup that ensures your title actually gets used
• And a review system to keep optimizing over time

That’s not theory. It’s a framework I’ve used on client sites, content hubs, ecommerce stores—you name it. And when it’s done right, it works.

If you want to keep sharpening your on-page SEO, this is just one piece of the puzzle. I’d suggest reviewing your meta descriptions next, since they support your title and can further lift click-throughs when paired correctly.

But for now, take what you’ve learned and start applying it. Go back through your most important pages. Check your current titles. Use this guide as a checklist, and rewrite what needs fixing.

Good titles don’t just improve rankings. They get your content the attention it deserves.

Now go write one that gets clicked.