One of the most common issues we come across when auditing websites is page titles and headings that are either too long, too short, or just not quite doing the job they should be. It sounds like a small thing, but getting this right can make a meaningful difference to how your site performs in search results.

Page Titles: What They Are and Why They Matter

Your page title is the clickable headline that appears in Google search results. It is one of the stronger on-page ranking signals search engines use to understand what a page is about, and it is often the first thing a potential visitor sees before deciding whether to click through to your site.

Google displays page titles up to around 60 characters. Anything longer gets cut off, which means users may not see your full business name, service, or key selling point. A title like "Autocraft Panelbeaters: Whangarei, Northland - Your panelbeating and spray paint experts" is 88 characters and will almost certainly be truncated before the end.

On the other hand, very short titles are a missed opportunity. A title like "About" or "Our Services" uses only a fraction of the available space and tells Google very little about what the page actually covers. Titles under 30 characters often leave room for additional keywords or context that could help the page rank.

The sweet spot is 50 to 60 characters. That is enough space to include your primary keyword, communicate what the page offers, and add your brand name at the end for recognition.

H1 Headings: The Main Heading on Your Page

The H1 is the main heading a visitor sees when they land on a page. Like the page title, it is an important signal for search engines and helps both users and Google understand what the page is primarily about.

Each page should have one H1, and it should clearly describe the topic of that page. A common issue we see is either no H1 at all, or multiple H1 headings on a single page. Both create problems. Missing an H1 means search engines have less information to work with. Multiple H1s dilute that signal and can confuse the page structure.

It is also worth knowing that the H1 and the page title do not need to be identical. In fact, having them slightly different can be useful. The page title is what Google shows in search results, so it can be written with keywords and click-through in mind. The H1 is what users see on the page itself, so it can be a bit more natural or branded. For example, a page might have the title "About Woolyarns | NZ Yarn Manufacturer Since 1942" while the H1 on the page reads simply "About Woolyarns."

H2 and H3 Headings: Structuring the Rest of the Page

Below the H1, heading tags like H2 and H3 are used to break up the content into sections. These matter less as direct ranking signals, but they still play an important role. They make the page easier to read, help users scan for the information they need, and give search engines a clearer picture of what each section covers.

One thing to avoid is using heading tags for elements that are not really headings, such as navigation menu items, widget labels, or footer text. This is more common than you might expect, and it can dilute the heading structure of every page on your site.

A Simple Rule to Follow

When writing or updating a page, keep these guidelines in mind:

  • Page title: 50 to 60 characters, unique to each page, includes the primary keyword and your brand name
  • H1: One per page, clearly describes what the page is about
  • H2 and H3: Used to structure the main content, not for navigation or decorative elements

These are not difficult changes to make, but they are easy to overlook when you are focused on the design and content of a new site. Running a quick audit of your titles and headings every six to twelve months is a good habit to get into.

If you would like help reviewing your site's title and heading structure, get in touch.