Meta title
A meta title, technically called a title tag, is an HTML element that defines the title of a web page, appearing as the clickable blue headline in search engine results and in the browser tab when the page is open. The title tag is one of the most important on-page SEO factors: search engines use it as a primary signal for understanding what a page is about and for which queries it is relevant. It is also the first thing a searcher sees in search results, making it one of the most important pieces of copy on the page from a click-through rate perspective.
Google will sometimes override your title tag and display its own version of the title in search results, particularly if it judges your written title to be misleading, too keyword-heavy, or mismatched with the actual page content. Writing accurate, descriptive titles that reflect the page content honestly, include the primary keyword naturally, and are an appropriate length reduces the likelihood of Google rewriting them. The recommended length is 50 to 60 characters, as titles beyond this are typically truncated in search results.
For B2B content marketers, every page should have a unique, carefully crafted title tag. A common format that works well is: Primary Keyword or Topic | Brand Name (for example: What is Email Deliverability | Spotler). This format includes the search term people are likely to use, clearly identifies the brand, and is typically within the recommended length. Treating title tags with the same rigour as ad headlines, because that is essentially what they are in search results, is the right mindset for maximising click-through rates.
What is the difference between a meta title and a page heading?
The meta title (title tag) is an HTML element in the page’s head that defines the page’s title for search engines and browser tabs. It is not always visible on the page itself. The page heading (typically the H1 tag) is the visible title at the top of the page content that readers see when they arrive. They are separate elements and should be distinct but aligned: the title tag is optimised for search results and keyword relevance, while the H1 is optimised for the reader who has already arrived at the page.
How long should a meta title be?
The recommended length for meta titles is between 50 and 60 characters. Google typically displays up to around 60 characters before truncating. Titles longer than 60 characters may be cut off in search results, potentially losing important information. Titles shorter than 50 characters leave valuable space unused. Keeping your most important information, including the primary keyword, within the first 50 characters ensures it is visible even if the title is partially truncated.
What is a good format for writing B2B meta titles?
Effective B2B meta title formats typically follow one of these patterns: ‘What is [Topic] | Brand Name’ (works well for educational content and glossary entries), ‘How to [Achieve Outcome] | Brand Name’ (effective for instructional content), or ‘Primary Keyword: Specific Value Proposition | Brand Name’ (useful for product or solution pages). The brand name at the end with a separator provides consistent brand recognition across all search listings. The primary keyword should appear as early as possible in the title, as search engines give more weight to terms earlier in the title.