Title Tags Explained: Bridging the Gap Between Agency Expertise and Client Understanding

Executive Summary: Key Takeaways on Title Tags

• Title Tags are Foundational: They are a primary on-page signal for Google, the main headline in search results, and the label in browser tabs.

• The 60-Character Limit is a Myth: Google reads the entire title tag for ranking purposes, even if it gets cut off in search results. Truncation is a visual limitation, not a ranking limitation.

• Longer Titles = More Ranking Opportunities: The "invisible" part of the title is prime real estate for secondary keywords and location modifiers, helping you rank for a broader range of queries.

• Google Confirms It: Google representatives have publicly stated that longer title tags have value. Gary Illyes called the length limit an "externally made-up metric" [1], and John Mueller has stated that title length is an "editorial choice, not a hard ranking factor."

• Focus on Value, Not Just Length: The goal is to be descriptive and provide context, not to stuff keywords. The visible part of the title should still be compelling for users.

1. Why Title Tags Are a Cornerstone of SEO

Before diving into the specifics of title tag length, it is crucial to establish why they are one of the most important on-page SEO elements. A title tag serves three primary functions:

1. Your First Impression on Google: The title tag is the clickable blue headline that users see in the search engine results pages (SERPs). It is often the first interaction a potential customer has with your brand and is a major factor in their decision to click.

2. A Primary Ranking Signal: For search engines, the title tag is a powerful signal that

communicates the overall topic of a page. A well-optimized title helps Google accurately match your page to relevant user queries.

3. User Experience in the Browser: The title tag appears in the web browser tab, helping users navigate when they have multiple tabs open. A clear and descriptive title enhances the user experience.

Given these critical roles, optimizing title tags is not just a minor tweak — it is a foundational SEO practice.

2. The Challenge: Why Clients Resist Title Tag Changes

Now that we have established their importance, we can address the common friction point that arises when agencies implement optimized title tags, only for clients to request they be changed back. This resistance often stems from a misunderstanding of how title tags function in modern SEO. This guide provides a clear, evidence-based explanation to help bridge that knowledge gap.

3. Debunking the Myth: The Truth About Title Tag Length

The 60-Character "Rule"

For years, a prevailing belief has been that title tags must be kept under 60-70 characters. This guideline originated simply because Google truncates titles visually in search results. Many SEO tools reinforce this by flagging longer titles as errors.

The Critical Distinction: A visual cutoff in search results is not the same as a technical limitation in Google's ranking algorithm.

What Google Actually Says

The reality is that Google's algorithm reads and processes the entire title tag, regardless of its display length. This has been confirmed directly by Google representatives.

When asked if there is value in title tags longer than the displayable space, Google's Gary Illyes gave a simple and direct "Yes" [1]. He called the strict length limit an "externally made-up metric."

Google's algorithm "tokenizes" the entire title, meaning every word contributes to the page's semantic profile and its ability to rank for a wider range of queries.

4. The SEO Advantage: How Longer Title Tags Boost Rankings

More Keywords, More Opportunities

By extending title tags beyond the conventional character count, you create more opportunities for a page to rank. The additional keywords provide Google with more context, increasing visibility for a broader spectrum of searches.

Visual Evidence: A Real-World Example

This is not just a theory; it's a proven tactic. The graph below, from a case study by Sterling Sky, shows the impact on a page's average ranking position after implementing a 229-character title tag. The red arrow indicates the point where the longer title was applied, followed by a clear and sustained improvement in rankings [2].

More Case Studies

• The Joel Headley Test: A former Google employee, Joel Headley, ran a test on thousands of healthcare websites. By adding neighborhood names to title tags, he achieved a 15% increase in visibility [3].

• The Personal Injury Lawyer: In a highly competitive niche, a lawyer's ranking for a crucial keyword jumped from position 6 to 4 after the keyword was added to an already long title, bringing the total to 232 characters [2].

5. Answering the Tough Questions: A Scripting Guide for Client Objections

Here is how to respond when clients ask to "shorten the tags."

6. Best Practices for Title Tag Optimization

Use this checklist to craft effective title tags every time.

1. Prioritize the Front: Place the most important, user-facing keywords at the beginning of the title tag.

2. Be Descriptive: Accurately and succinctly describe the page's core content.

3. Include Branding: Add the brand name at the end, usually separated by a pipe | or hyphen -.

4. Embrace the Ellipsis: Don't be afraid to go beyond the 60-character guideline to provide more context to Google. As SEO expert Joel Headley famously said, "Don't fear the ellipsis."

Conclusion: A Strategic Approach to Title Tags

Our mandate as an agency is to improve rankings for your target keywords, drive traffic and leads, not to follow arbitrary guidelines that limit performance. The belief that title tags must be kept under a strict character limit is a relic of the past. By embracing longer, more descriptive title tags, we can rank for our target keywords and even unlock new ranking opportunities for our clients. It is time to move beyond the myth and adopt a more strategic, data-driven approach.

[1] Montti, R. (2024, September 20). Google Says There's No Limit on Title Tag Length. Search Engine Journal. Retrieved from https://www.searchenginejournal.com/google-title-tag-length/400682/

[2] Hawkins, J. (2025, January 27). How Insanely Long Title Tags Help You Rank Better on Google. Sterling Sky. Retrieved from https://www.sterlingsky.ca/how-long-title-tags-help-with-ranking-on-google/

[3] Shaw, D. (2020, September 17). Local Search Summit – Day 2. Whitespark. Retrieved from https://whitespark.ca/blog/wlss-day-2/