The title tag is the clickable blue link you see in Google search results. It’s one of the most important pieces of copy on any ecommerce website, and on product pages it’s often an afterthought. Getting it right can make a real difference to both your rankings and how many people actually click through.

Keep it to roughly 60 characters. Google typically cuts off title tags that run longer than this, replacing the end with an ellipsis. You want your full title to show, so be concise.

Put your main keyword near the front. Search engines give more weight to words that appear early in the title, and so do readers. If someone is scanning a page of results, they’re reading left to right. Lead with what matters.

Be specific. Vague titles don’t convert. “Blue Running Shoes” is weaker than “Women’s Blue Road Running Shoes.” The more accurately your title describes the product, the more likely the right person is to click it.

Include your brand name where it makes sense. Many sites add their brand to the end of every title tag, separated by a pipe or a simple dash. This builds familiarity over time and can improve click-through rates for people who already know you.

Don’t keyword stuff. Titles like “Running Shoes Women Trainers Buy Cheap Running Shoes UK” look terrible and read worse. Write for a person first, then check your keyword is in there naturally.

Think about intent. Are people searching this term ready to buy, or are they still browsing? If it’s a buying keyword, a title that signals the product is available, in stock, or competitively priced can nudge the click your way.

A well-written title tag takes about two minutes per page, and it’s one of the highest-return optimisations you can make on an ecommerce site. It’s also something that’s surprisingly easy to get wrong, or to simply never think about at all.

If you’d like to know how your product pages are set up, grab a free audit from Pollinate Marketing. We’ll take a proper look and share exactly what we find.