Tip 11 of 31: Replace Vague Page Titles

The title of a webpage is one of the first pieces of information people may see in a browser tab or search result.

If it does not clearly communicate what the page covers, readers may struggle to determine whether the content is relevant. It can also give search engines and other automated systems less useful context about the page.

The Problem

Titles such as “Insights”, “Resources”, “Our Work” or “A Better Way Forward” are common on recruitment agency websites.

They feel natural but communicate very little to a person scanning browser tabs, bookmarks or search results.

Search engines may also use the HTML title element alongside headings, visible page content and other signals when interpreting a page and generating a title link.

A clear title can help automated systems understand the page, but it does not guarantee rankings, AI recommendations or citations.

What a Good Page Title Does

A specific title explains the subject, audience or problem being addressed.

Compare:

“Insights”

with:

“How to calculate recruitment cost per hire for UK agencies”

And:

“Services”

with:

“Recruitment website design for staffing agencies”

The second version in each case uses language a real visitor might type or speak.

It identifies the topic immediately and helps people scanning results decide whether the page is relevant.

This Is Not About Keyword Stuffing

A good title does not need to be a string of search phrases placed together.

It should read naturally and describe the page accurately.

One of our clients generated £45,000 in placement fees from their website in a single month.

Every page contributing to that required a clear, specific title matching what prospective clients and candidates were actually asking.

Vague titles can make those pages harder to identify without ever creating an obvious technical error.

Keep Titles Clear and Concise

There is no fixed character limit for an HTML title element.

Google displays title links according to the space available and may truncate or generate different wording where it considers another title more useful.

The aim should therefore be to write a title that:

• accurately describes the page;
• is unique within the website;
• communicates the important subject early;
• avoids unnecessary repetition; and
• remains concise enough to understand quickly.

Do not remove useful words simply to reach an arbitrary character count.

Consider the Brand Name

The brand name can be added where it helps people identify the source.

For example:

Recruitment website design for staffing agencies | RecruiterWEB

It does not need to appear in every title where doing so creates unnecessary repetition or pushes the page’s main subject too far back.

The descriptive part should remain clear whether or not the brand name is included.

Make Page Titles Accessible

Every page should have an HTML title element that describes its topic or purpose.

Descriptive titles help people distinguish between browser tabs, identify pages in their history or bookmarks and understand their current location.

This is particularly useful for people using screen readers or navigating several pages at the same time.

Avoid giving several different pages the same generic title.

What to Do

Go through the titles of your ten most important pages.

For each one, ask:

Would a stranger understand what this page is about from the title alone?

If not, rewrite it.

Focus on:

• naming the specific service and audience on service pages;
• describing the subject directly on blog posts;
• leading with the relevant result on case studies; and
• framing guide pages as a question or how-to where that accurately reflects the content.

Keep titles concise, but do not work to a fixed character limit at the expense of clarity.

Up Next

Tip 12 of 31 covers the main heading on each page and why it is one of the clearest ways to communicate the page’s subject to readers and automated systems.

Frequently Asked Questions

How long should a page title be?

There is no fixed character limit.

Keep the title concise while including enough information to describe the page accurately. Google may truncate or rewrite a title link according to the available display width and the information it considers most useful.

Is the page title the same as the H1 heading?

Not necessarily.

The HTML title element can appear in browser tabs and may be used for the title link in search results. The H1 is the main visible heading on the page.

They can be worded differently but should accurately describe the same subject.

Should every page title include the brand name?

Not necessarily.

Adding the brand name can help recognition where space permits, but it should not make the title repetitive or obscure its descriptive wording.

Google may also omit or adjust repeated site names when generating title links.

Can changing page titles cause existing rankings to drop?

Changing a title can affect how the page is interpreted and displayed, so its search performance may change.

There is no guaranteed direction or standard settling period. Make changes because the new title describes the page more accurately, then monitor impressions, clicks and rankings in Search Console.

What titles should I prioritise fixing first?

Start with important service pages, high-traffic pages, duplicated or vague titles, and pages receiving impressions but relatively few clicks.

A clearer title may help users understand the result, although it does not guarantee improved rankings or click-through rates.

Darren Revell, Co-Founder, RecruiterWEB