Title tag SEO is optimizing the HTML <title> element—the clickable headline that appears in search results and browser tabs—to rank better and earn more clicks. Google uses title tags as a primary ranking signal and often rewrites them if they're poorly constructed, so getting this right matters. A strong title tag puts your primary keyword in the first 5–7 words, stays between 50–60 characters to avoid truncation in SERPs, and includes a compelling reason to click. For example, "Kitchen Renovation Cost Ottawa | 2024 Price Guide" targets the keyword early, specifies location, and promises current data. Avoid keyword stuffing or separator abuse like "SEO | Ottawa SEO | SEO Services | SEO Agency"—Google penalizes this and users ignore it. Title tags directly impact two metrics: rankings and CTR. A relevant keyword signals topical alignment to Google's algorithm. A higher CTR from an enticing title sends positive user engagement signals that can boost rankings over time. We've seen pages jump 3–8 positions just by rewriting a generic title to include the searcher's exact intent and a benefit. Common mistakes include duplicating title tags across multiple pages, exceeding 60 characters so Google appends "...", or writing for algorithms instead of humans. Your title should make sense when read aloud. If it sounds robotic, rewrite it. Also avoid dynamic titles that change based on session data—Google indexes one version and users may see another, creating confusion. At Ottawa SEO, we treat title tag optimization as the highest-leverage on-page change. We audit for duplicates first, then rewrite based on keyword research and SERP analysis of what's currently ranking. For local clients, we test location placement—sometimes "Ottawa" performs better at the end, sometimes at the start, depending on search volume distribution. We also A/B test title variations when traffic allows, since a 2% CTR improvement on 10,000 monthly impressions means 200 extra visitors without spending a dollar on ads.