In more detail
The tag sits in the page's <head> as <title>…</title>. Google's guide to influencing title links explains that it generates title links automatically, using the title element as its main source but also looking at headings, anchor text and other prominent text on the page. It may rewrite titles that are missing, too long, stuffed with keywords or repeated across many pages.
Google's best practices include:
- Give every page a unique, descriptive title
- Be concise. Google doesn't set a character limit, but long titles are truncated in results
- Avoid stuffing keywords or using vague titles such as "Home" or "Untitled"
- Brand titles concisely, for example with your business name at the end, separated by a dash or pipe
- Keep the title consistent with the page's main heading and content
A strong title usually leads with what the page is about, in the words people search with, and adds something that sets it apart, such as a location, a year for time-sensitive content, or a benefit.
On large sites, titles are generated by templates. Template fixes, such as adding a product's brand and category, can improve thousands of pages at once.
Why it matters when hiring an agency
Title improvements are among the quickest on-page wins, particularly for pages with many impressions but a low click-through rate in Search Console. Ask agencies how they choose which titles to change and how they'll measure the effect.
Be wary of title changes that add keywords at the expense of clarity, or that promise rankings. Ask to approve title changes on key pages before they go live.