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Determining the Optimal Length for Title Tags in 2024
Title tags have always been a crucial aspect of SEO, with the potential to significantly impact search engine rankings. As an SEO professional, I have witnessed the power of optimizing title tags in boosting rankings. However, there has been some debate about the optimal length for title tags in recent years, with conflicting opinions among experts. In this article, we will delve into the importance of title tag length, Google’s official stance on the matter, and my own analysis based on 645 title tags from Google’s SERPs.
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Traditionally, it has been recommended to keep title tags within the 55-60 character limit. However, some SEO professionals argue that this limit is outdated in today’s digital landscape, suggesting that title tags up to 70 characters long are acceptable. The concern with longer title tags is that they may get truncated or rewritten by Google in search results, potentially leading to a negative impact on organic performance and click-through rates.
In August 2021, Google released an update aimed at addressing issues related to title tags. This update allowed Google to display a different title in SERPs than the one present in the HTML title tag. HTML title tags can get rewritten in SERPs if they are too long, stuffed with keywords, or contain repetitive language. This update caused a stir in the SEO community, with reports of title rewrites going awry.
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Examples of Google replacing
tags in search results with alternative page elements such as H1 tags, image alt texts, image file names, and even selected text not present in the page’s source code surfaced during this period. The most significant insight from this update was that Google seemed to prefer shorter titles in SERPs.</p>
<p>This preference for shorter titles led to panic in the SEO community, with many professionals emphasizing the importance of avoiding title rewrites by keeping titles short and within the character limit. However, it is crucial to understand Google’s official stance on title length. In a Search Off the Record episode, Google’s John Mueller sought clarification from Gary Illyes about the value of longer title tags. Illyes made it clear that longer title tags do have value and that there is no specific character limit prescribed by Google. He advised focusing on keeping the title tag precise to the page without worrying too much about its length.</p><div class="td-a-ad id_inline_ad2 id_ad_content-horiz-left"><span class="td-adspot-title">- Advertisement -</span><script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-8566116466967105"
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<p>While Google’s official statement suggests that longer titles have value, there is still confusion about whether Google considers the HTML title tag or the title displayed in SERPs for rankings. This uncertainty has led many SEO professionals to assume that longer titles may not be considered for rankings if they get cut off or rewritten in SERPs.</p>
<p>To address this confusion, I conducted my own analysis of 100 URLs, examining both their HTML and SERP titles. I also had historical data on these URLs’ SERP titles from 2022, allowing me to compare any changes in how Google displayed titles in SERPs. The findings from this analysis shed light on the optimal length for title tags.</p>
<p>Firstly, it became evident that Google prefers displaying shorter titles in SERPs. The longest title displayed in my sample of 100 URLs was 61 characters long. Additionally, 27 URLs had their titles cut off in search results, despite having HTML titles ranging from 59 to 117 characters. This indicates that creating shorter titles does not guarantee avoidance of truncation in SERPs.</p>
<p>Furthermore, I observed cases where Google rewrote the title and decided to cut it off, even when the HTML title was within a reasonable length. This suggests that Google’s preference for shorter titles extends beyond just avoiding rewriting. Additionally, when comparing SERP titles in 2022 and 2024 for the same set of URLs, I noticed that Google often removed branding text from titles in 2024. This means that even if you include branding text in your HTML title tag, Google may choose not to display it. Therefore, it is advisable not to count branding text as part of the character limit.</p>
<p>Contrary to popular belief, shorter titles do not provide any additional benefit in terms of SEO. They can still get rewritten, cut off, or have branding removed. It is essential to optimize title tags to rank first, regardless of their length, and then adjust how they appear in SERPs if necessary. Title tags are powerful assets that greatly impact rankings and should be utilized to their full potential.</p>
<p>In conclusion, the optimal length for title tags in 2024 is not restricted to a specific character limit. While shorter titles may be preferred by Google in SERPs, longer titles still hold value and can contribute to rankings. The focus should be on optimizing titles for ranking purposes and adjusting their appearance in SERPs if needed. It is time to dispel the myth that shorter titles are always better and make the most of this SEO element under our control.</p>
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