Eradicating Duplicate Title Tags (HTML Component)


Earlier than you begin: what have you learnt about search engine optimization split-testing? For those who’re unfamiliar with the rules of statistical search engine optimization split-testing and the way SplitSignal works, we propose you begin right here or request a demo

As at all times, earlier than we publish our findings, we ask our Twitter followers to vote:


They’re additionally inspired to elucidate why they imagine a change may have a constructive or a destructive consequence. This time round, solely 25% acquired it proper. You’ll quickly discover out why. 


The HTML Title tag has lengthy been thought of a mainstay of search engine optimization and some of the vital elements in on web page search engine optimization. It’s, in any case, the title of the doc, so it must be handled with excessive significance.

However what occurs in case you have the title tag duplicated in your code?

<title> Web page Title goes right here </title>


<title> Web page Title goes right here </title>

Mozilla says fairly strictly that you must solely have one HTML title tag, and it ought to reside within the head of the doc.

Google’s John Muller was requested this query straight, documented on this Search Engine Journal Article.


“Regarding the meta description of the web page, I acquired the search engine optimization tip to incorporate a second meta description and title regarding this matter into the header.

Would this actually make sense to Google?”

John Mueller’s reply:

“So, for those who’re together with a second meta description tag on a web page, we are going to deal with that the identical as for those who simply prolong the prevailing meta tag on the web page.

…there’s no form of bonus to utilizing a second meta description tag on a web page in comparison with simply adjusting your present one.

With regard to the title, that’s the identical factor. It’s not that there’s any form of a bonus hooked up to creating a second title tag.

Primarily, you would possibly as nicely simply write a transparent new title utilizing the prevailing title tag.”

The location analyzed right here had title tags duplicated, i.e, the identical title tag was used within the head of the doc twice. It additionally had extra parts within the physique textual content marked up as <title> too.

We wished to see what impact there could be if the duplication was eliminated and just one HTML title ingredient was current, with the second duplicate title tag eliminated.

Word that it is not uncommon to seek advice from a title “tag” the place the strict terminology is title ingredient, with the <title> being an HTML ingredient.

Google will even show the way it chooses title tags and can do that on a search query-related foundation. 

Title tags are sometimes rewritten ~ 75% of the time, and there may be various knowledge exhibiting that title tag rewriting relies on the size of the title tag, with the optimum being 55-65 characters. So it’s attention-grabbing to additionally discover the habits of title tag duplication.

The Speculation

A extra appropriate and well-structured doc should be higher. Sending Google clear alerts and being requirements compliant is an indication of a greater high quality doc. 

Following Google’s tips and finest practices is at all times good too!

The Check

The take a look at checked out management URLs that retained the duplicate title and variation URLs with duplicate title tags eliminated in SplitSignal.

The take a look at included 142 URLs with 63 management URLs and 79 validation URLs.

We ran 9404 checks and appeared on the common place, click-through fee, and whole clicks for the variant and management pages. 

The take a look at ran for 21 days following a reasonably secure interval.

The soundness previous to the take a look at is essential.

In the course of the take a look at window, there have been no main Google algorithm updates that might affect the consequence. In the course of the final a part of the take a look at interval, the Might 2022 Core Algorithm did hit, though it doesn’t confound the consequence as the information exhibits.

The Outcomes

The consequence was constructive, giving a 6.8% enchancment.

It’s also clearly statistically vital, with the decrease sure lean clearly going above the Y=0 line. 

This provides a excessive 99% confidence stage which implies that the examined situation did have an effect that may be verified.



By having two duplicate titles, any weighting and affect operate is cut up between the 2 titles, and subsequently much less worth is assigned to both. 

There may be nuance right here in that the remedy of two duplicate titles is likely to be extra of a mixture reasonably than a division.

A lot is fabricated from Google’s means to render a web page and perceive the content material and context so nicely that it virtually doesn’t matter how sloppy and bloaty the code is (bravo Google).

Nonetheless, this consequence does appear to recommend that title tag duplication and semantic correctness have some significance.

Who knew, having good standards-compliant well-structured code is effective!

This does emphasize the case for having your entire technical search engine optimization geese in a row.

What Google says and what Google does isn’t at all times constant.


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