Write unique title tags

The title element is the main input for the search result link, and Google rewrites vague or duplicated titles. Write one unique title per page, aim for 50 to 60 characters, front-load the distinguishing phrase and keep the brand short at the end. Audit duplicates before adding keywords.

highIn codeimpact effort

Why this matters

One distinct, specific title per indexable page.

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Before you start

  • A crawl or sitemap list of indexable URLs

How to apply it

  1. Export and deduplicate titles General best practice

    Crawl the site and export URL, title and title length. Flag duplicates, missing titles and titles over 60 characters.

    Check: The export contains one row per indexable URL with a duplicate flag column.

  2. Rewrite the flagged titles

    Give each page a specific title that states the topic and the distinguishing detail. Move the brand to the end, and remove repeated boilerplate.

    Check: No two indexable URLs share a title and each is between 20 and 60 characters.

  3. Watch for rewrites

    After two weeks, compare the title shown in search results with the source title for the rewritten pages.

    Check: The Title links report or a site: query shows the source title, not a generated rewrite.

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Source: seo-mcp playbook · curated entry · report an error

Framework notes

nextjs-app

Set `title` in the `metadata` export or `generateMetadata` per route; use the `template` option in the root layout only for the brand suffix.

wordpress

Use Yoast or Rank Math title templates per post type, then override individual posts where the template produces duplicates.

Official references

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