How to write title tags that fit Google

Last updated 10 October 2026 · By the XKey team

What is a title tag?

It's the text between <title> and </title> in a page's HTML. Browsers show it in the tab, social sites use it when a link is shared, and Google uses it for the headline of your search result – which Google calls the "title link".

Why length is measured in pixels, not characters

Google cuts long titles to fit the width of the results page, adding "…" at the end. Because letters have different widths – a "W" is far wider than an "i" – a 55-character title in capitals can be cut while a 65-character title in lower case fits. On desktop the space is roughly 600 pixels. Our title tag checker measures your title the way Google displays it, so you can see exactly where it would be cut.

A simple formula that works

Main search phrase + what makes you different + location (if local). For example:

• Emergency Plumber in Preston | 24/7, No Call-Out Fee
• Wedding Cakes Blackpool | Handmade to Order Since 2009
• How to Bleed a Radiator (With Pictures)

Put the words people actually search for at the start, where they're least likely to be cut and most likely to be read. Your brand name can go at the end if there's room – but on most pages, Google already shows your site name above the title, so it isn't essential.

Seven mistakes to avoid

1. The same title on every page. Each page needs its own. Duplicate titles make it hard for Google to tell pages apart – the website audit finds them across your whole site.
2. "Home" or "Welcome". These tell searchers nothing.
3. Keyword stuffing. "Plumber Preston, Plumbers Preston, Cheap Plumber Preston" looks like spam, and Google is likely to rewrite it.
4. Too long. The important part gets cut off.
5. Too short. "Services" wastes space you could use to persuade.
6. Not matching the page. If the title promises prices, show prices – otherwise people bounce back to Google.
7. All capitals. Harder to read and takes up more width.

Why Google sometimes rewrites your title

Google can replace a title with text from your H1, headings or links when it thinks the original is too long, stuffed with keywords, the same as other pages or a poor match for the search. Keeping your title accurate, unique and close to your H1 is the best way to have it shown as written.

Need ideas? Try the blog title generator or let the AI title and description writer suggest options that fit.

Frequently asked questions

How many characters should a title tag be?

Around 50–60 characters usually fits, but Google measures pixel width rather than characters, so check it with a pixel-width checker.

Should the title tag and H1 be the same?

They can be similar. The title is written for the search results; the H1 is the heading on the page. Keeping them close helps Google show your title as written.

Does changing my title tag affect rankings?

It can, for better or worse. Change one page at a time and watch its clicks and position in Search Console for a few weeks.