Meta title

A meta title, also known as a title tag, is an HTML element that defines the title of a web page. It is displayed in the search engine results as a heading for the corresponding page and plays an important role in SEO (search engine optimization).

Difference between meta title and meta description

While the meta title is the headline of a page in the search results, the meta description provides a brief summary of the page content. Both are crucial for search engine optimization, but the title usually attracts more attention and directly influences the click behavior of users.

Importance of the meta title for search engines and users

For search engines, the meta title signals the main topic of the page and influences the ranking within the search results. For users, it serves as a first impression and a decisive factor in whether they click on a link or not.

Optimization of the meta title

The optimal length of a meta title is usually between 50 and 60 characters. This ensures that the title is not cut off in the search results.

Element Recommended number of characters
Meta title 50-60 characters

Effects of titles that are too long or too short

  • Too long: The title is cut off in the search results, which can lead to a loss of information.
  • Too short: Possibly not enough information is given to persuade the user to click.

Use of keywords in the meta title

The inclusion of relevant keywords in the meta title is crucial for SEO. It improves visibility in search engines for specific search queries.

Placement of the main keyword

Ideally, the main keyword should be at the beginning of the meta title to guarantee both relevance and better visibility.

Avoid keyword density and stuffing

Keyword density: A balanced ratio of keywords to normal text; too many keywords can be considered spam.
Avoid keyword stuffing: Excessive repetition of keywords can lead to a search engine penalty.

Unique content for each meta title

Each page should have a unique meta title that reflects the specific content of that page.

Avoid duplicate content

Duplicate meta titles can lead to confusion for search engines and impair SEO performance.

Create individual titles for each subpage

Each subpage of a website deserves a specific meta title that emphasizes the unique content and purpose of the page.

Brand name in the meta title

Inclusion of the brand name in the meta title can strengthen brand awareness and create trust among users.

Advantages of brand naming

  • Increased click rate: Well-known brands attract more clicks.
  • Trust: Users are more inclined to open links to trusted brands.

Placement of the brand name

The brand name should be at the end of the meta title, unless the brand is very well known and relevant to the search query.

Best practices for meta title design

The meta title should be clear and concise in order to quickly attract the user’s attention. Every word counts to arouse interest and provide relevant information.

Number and special characters in the meta title

The use of numbers and special characters can emphasize the meta title and increase attention. For example:

  • Lists (“Top 10 tips”)
  • Questions (“How to optimize SEO?”)
  • Percentages (“Increase your click rate by 50%”)

Integrate call-to-action in the meta title

A strong call-to-action (CTA) in the meta title can significantly increase the click-through rate. Examples of CTAs are “Buy now”, “Learn more” or “Download for free”.

Spaces and separators in the meta title

The correct placement of spaces and the use of separators such as hyphens (-) and pipes (|) can improve readability and at the same time emphasize different aspects of the title.

Common mistakes in meta title optimization

Titles that do not accurately reflect what the user will find on the page can lead to a high bounce rate and damage user trust. Similarly, generic or vague titles are less appealing and effective.

Over-optimization due to too frequent keyword mentions

The excessive embedding of keywords (keyword stuffing) can not only impair readability, but can also be interpreted by search engines as an attempt at manipulation, which can lead to ranking penalties.

Missing or duplicate meta titles

  • Missing meta titles: Pages without specific meta titles often use generic, automatically generated titles that are not optimized.
  • Duplicate meta titles: Multiple pages with the same meta title can cause confusion and reduce the effectiveness of SEO efforts.

Titles that are too generic and not specific

Titles that are too general do not help search engines to understand the content of the page accurately and classify it correctly. Specific titles improve relevance and ranking.

Checking and adjusting meta titles

It is important to regularly check how the meta titles are displayed in the search results. This makes it possible to identify and correct problems such as truncated titles or irrelevant displays at an early stage.

A/B tests to optimize the click rate

By A/B testing different meta title versions, you can find out which formulations and strategies achieve the highest click-through rate. Such tests help to effectively adapt the meta titles to user behavior.

Adaptation to changed content or search intention

If the content of a page changes significantly or new keywords gain importance, the meta title should be adjusted accordingly to maintain relevance and attractiveness.

Tools for measuring the success of meta titles

Various SEO tools can be used to monitor and analyze the performance of meta titles, such as Google Search Console, Ahrefs or SEMrush. These tools provide valuable insights into the effectiveness of the titles and possible approaches for improvement.


A well-optimized meta title is crucial for SEO performance and user interaction. It should be precise, unique and appealing, contain relevant keywords and arouse the interest of the target group.

Effectively designed meta titles can increase visibility in search engines, improve the click-through rate and ultimately contribute to higher conversion.

Regular reviews and adjustments to meta titles, based on performance data and user feedback, are essential to ensure the relevance and effectiveness of the SEO strategy in the long term.