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Quick Read SummaryConventional advice limits title tags to under 60 characters, but a case study discussed by Mike Freriedman, with data from Joy Hawkins and Joel Headley, reports gains from much longer titles. Pages that expanded titles beyond 150, even past 200 characters, often saw higher rankings and more clicks. Examples include a personal injury site improving from position 6 to 4 after a 232 character title, and other pages gaining traffic after extending from 57 to 197 characters. Suggested reasons include more keyword coverage, richer context for Google to rewrite, and less harmful truncation when key terms lead. The authors recommend careful testing.
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Could going against conventional SEO wisdom be the secret to higher rankings? A recent case study shared by Mike Freriedman at The SEO Pub suggests just that, and it’s shaking up long-held assumptions about how title tags affect performance in Google search.
For years, best practices have urged SEO professionals to keep title tags under 60 characters. The logic is simple: search engines like Google truncate titles that exceed this limit, leading to potential loss of message and lower click-through rates. But new findings challenge that narrative, and the results are compelling.
Mike Freriedman’s analysis draws from research conducted by Joy Hawkins of Sterling Sky Inc. and Joel Headley, a former Google employee. Their experiments involved increasing the character count of page titles far beyond the norm, in some cases, surpassing 200 characters.
The results? Pages with longer title tags consistently saw ranking improvements and higher traffic.
One standout example involved a personal injury lawyer’s website. After extending the title tag to 232 characters, including more relevant search terms and context, the page jumped from position 6 to position 4 for its primary keyword.
Another example showed a title tag growing from 57 to 197 characters, and shortly after, the page experienced a notable increase in clicks. This trend repeated across several case studies shared by both Hawkins and Freriedman.
So why does this approach, which goes against standard SEO advice, seem to work?
| Point | Description |
|---|---|
| 1. More Keywords, More Relevance | Longer titles allow for the inclusion of additional keyword variations, which helps capture a broader range of search intents. Rather than targeting one specific phrase, extended titles create an opportunity to rank for multiple, related queries. |
| 2. Better Context for Google | According to Hawkins, Google often rewrites title tags to match what it believes is the most relevant information for the searcher. Including more detail gives Google better material to work with, potentially improving how your page is displayed in search results. |
| 3. CTR Trade-Off May Be Overblown | While the fear of lower click-through rates due to truncated titles is valid, Freriedman argues that contextual richness may encourage clicks. As long as the crucial keywords are placed at the beginning, the cut-off may not significantly impact performance. |
Of course, simply stuffing a title with as many keywords as possible isn’t the solution. Hawkins, Freriedman, and others recommend a more strategic approach.
| Point | Description |
|---|---|
| 1. Prioritize Important Keywords First | Even in extended titles, Google truncates after a certain length in search results. Always lead with your core keyword, followed by additional supporting phrases or benefits. |
| 2. Avoid Keyword Stuffing | Just because you have more room doesn’t mean you should cram your title with repetitive or awkward phrasing. A long title should still read naturally and provide value to the user. |
| 3. Test and Monitor | Longer titles won’t work equally across every industry or SERP. Try experimenting on a few key pages, and monitor changes in ranking factors like impressions, clicks, and average position over time. |
Here are a few examples from the study showing how expanded title tags can be used strategically:
| Old Title | New Title |
|---|---|
| Free SKU Generator – ACME Corp | SKU Generator – Create SKUs On Demand For Free – Effortlessly Build SKUs For Your Inventory – ACME Corp |
| How to Build AI Agents – ACME Corp | Learn How to Build AI Agents – Free Guide From Beginner to Implementation – Avoid These 5 Mistakes – ACME Corp |
| Setting Up a Minecraft Server – ACME Corp | Setting Up a Minecraft Server For Beginners and Experts – Simple Guide – Optimize Your Self-Hosted Game – ACME Corp |
The case study by Freriedman, supported by Hawkins’ data, provides strong evidence that extended title tags can improve both Google rankings and search results visibility, when done correctly.
Instead of treating the 60-character rule as gospel, consider using title tags as an opportunity to:
| Action | Detail |
|---|---|
| Add valuable keyword context | Enhance title tags with more relevant keywords to capture broader search intent. |
| Improve Google’s understanding of your content | Provide clearer signals through detailed titles so Google better interprets your page. |
| Encourage clicks with benefits and differentiators | Use unique value propositions in your titles to make them more appealing in SERPs. |
| Reminder | Google is likely to rewrite your title anyway — so why not give it more to work with? |
Ultimately, SEO isn’t static. What worked last year may no longer apply, and search engine algorithms are constantly evolving. This case study serves as a potent reminder to question assumptions and test new strategies, even those that go against conventional wisdom.
So the next time you’re optimizing a title tag, consider going long, don’t forget to measure the results.
Check out more Local SEO Trends to Watch in 2025 Here.
