You should never skip the <title> element in your HTML document. Users don't see it on a page, but it defines a title in the browser toolbar. Plus, search engine algorithms use this element to grab the website's purpose and decide its ranking in search results.

The title should grab users' attention after their first glance at the search results page:

• Avoid using 2 or 3-word titles. Make them descriptive and meaningful enough.

• Titles that are too lengthy are also not good. Search engines usually display the first 55–60 characters of a page title and cut out the rest.

• Keywords are important, but search engines may reduce your page's position in the search results if you cram too many keywords within a title.