Demand Spring

Title Tag

Title Tag is the HTML element that defines a webpage's title — shown as the clickable headline in search results and in browser tabs — and it's the strongest on-page signal of what the page is about.

Also known as: page title tag, HTML title, SEO title

The Title Tag is the HTML element () that defines a webpage’s title. Search engines display it as the clickable headline in search results, and browsers show it in tabs and bookmarks. The title tag is one of the strongest on-page signals of what a page is about, and it’s the most-clicked element on a search result. Weak titles cap how much an otherwise-strong page can rank and earn clicks.</p> <h2>What Title Tag Means</h2> <p>The title tag is the HTML element that defines a webpage’s title. Search engines display it as the clickable headline in search results, and browsers show it in tabs and bookmarks. The tag should be roughly 50 to 60 characters or about 600 pixels — longer titles get truncated with an ellipsis in most SERPs. Important keywords and the <a class="glossary-xref" href="/glossary/value-proposition/">value proposition</a> should appear early so they’re visible even if truncated. The title tag is HTML metadata, distinct from the H1 (the on-page headline visible to readers). They often communicate the same topic but serve different audiences and surfaces, and they can be — but don’t have to be — identical.</p> <h2>How a Title Tag Works</h2> <p>The title tag works as a relevance signal and a click-attractor simultaneously. Search engines weigh the title tag heavily when matching the page to queries, especially when the primary topic appears in the title naturally. Users decide whether to click based largely on the title — far more than on the URL or <a class="glossary-xref" href="/glossary/meta-description/">meta description</a>. The same title therefore has to serve two audiences: search engines that need clear topic signal and humans who need a compelling reason to click. Google sometimes rewrites titles when the original doesn’t match the user’s query or doesn’t accurately reflect the page; the rewrite usually pulls from H1, prominent on-page text, or surrounding context.</p> <h2>Common Pitfalls and Misconceptions</h2> <p>A common mistake is writing titles that target keyword density instead of clarity. A title stuffed with the exact-match query reads worse than a clear, benefit-led title that includes the topic naturally, and clear titles earn more clicks at the same ranking position. Another frequent mistake is letting the CMS auto-generate titles from H1 or post name — sometimes the result is fine, often it’s worse than a deliberately-written title would be. A third error is leading every title with the brand name. On topic pages, the topic should lead; brand-first patterns waste the most visible characters on something the searcher isn’t looking for.</p> <h2>Title Tags in Practice</h2> <p>The practitioner pattern is to write titles deliberately for high-priority pages, audit titles where ranking and <a class="glossary-xref" href="/glossary/click-through-rate/">CTR</a> data suggest underperformance, and templatize for the long tail where per-page writing isn’t feasible. Useful templates for B2B include benefit-led titles for top-of-funnel content (‘How to X Without Y’), comparison-led titles for commercial content (‘X vs Y: Which Fits B2B SaaS’), and direct answer titles for definitional content (‘What Is X? A Complete Guide’). As <a class="glossary-xref" href="/glossary/ai-overviews/">AI Overviews</a> compress organic real estate, title strength matters more, not less, because the click is harder to win at every position on the <a class="glossary-xref" href="/glossary/serp/">SERP</a>.</p> </div> <p class="mt-[25px] flex justify-center"> <a href="/glossary/" class="inline-flex items-center gap-[10px] text-[16px] font-bold leading-[19.2px] tracking-[-0.32px] text-forest-green no-underline hover:underline"> <span class="flex size-[30px] shrink-0 items-center justify-center rounded-[100px] bg-heritage-sand p-[10px] text-slate" aria-hidden="true"> <svg viewBox="0 0 512 512" fill="currentColor" class="size-4"> <path d="M9.4 233.4c-12.5 12.5-12.5 32.8 0 45.3l160 160c12.5 12.5 32.8 12.5 45.3 0s12.5-32.8 0-45.3L109.3 288 480 288c17.7 0 32-14.3 32-32s-14.3-32-32-32l-370.7 0 105.4-105.4c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0l-160 160z" /> </svg> </span> Back to the Glossary </a> </p> </div> </section> <section class=" px-4 pt-[30px] pb-[30px] md:pt-[75px] md:pb-[75px]"> <div class="container-site"> <h2 class="py-[7px] text-center font-serif text-h2 font-normal text-slate"> Common questions. </h2> <div class="mt-4 space-y-4"> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > How long should a title tag be? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> Aim for roughly 50 to 60 characters or about 600 pixels. Titles longer than that get truncated with an ellipsis in most SERPs. Important keywords and the value proposition should appear early in the title so they're visible even if truncated. Mobile SERPs sometimes show slightly less; titles that lead with the key topic remain readable across devices. </div> </details> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > Is the title tag a ranking factor? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> Yes, and a strong one. The title tag is one of the most-weighted on-page ranking signals, especially when the primary topic appears in the title naturally. Search engines use it as a major input to determining what the page is about and which queries it should rank for. Weak titles cap ranking potential more than most other on-page factors. </div> </details> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > Why does Google sometimes rewrite my title tag? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> Search engines rewrite titles when they determine the original doesn't well match the user's query or doesn't accurately reflect the page's content. The rewrite often pulls from H1, prominent on-page text, or surrounding context. Persistent rewrites are usually a signal that the original title needs improvement — write something better and Google often uses it. </div> </details> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > What makes a good title tag? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> It clearly communicates what the page is about, includes the primary topic or query naturally, leads with the most compelling value proposition or benefit, fits within the visible character limit, and reads as something a human would actually click. Avoid keyword stuffing, generic boilerplate, and brand-name-first patterns on pages whose primary purpose isn't brand search. </div> </details> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > Should the brand name be in every title tag? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> Often yes, but at the end rather than the start. Leading with the topic and ending with the brand (Topic: Description | Brand) makes the title scan well and ensures the topic is visible even when truncated. On dedicated brand pages — homepage, about — leading with the brand makes sense. On topic pages, the topic is the lead. </div> </details> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > How is the title tag different from the H1? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> The title tag is HTML metadata shown in search results and browser tabs. The H1 is the on-page headline visible to readers. They often communicate the same topic but serve different audiences and surfaces. They can be identical, but the title tag often benefits from being shorter and more click-optimized while the H1 reads as a natural on-page headline. </div> </details> <details name="faq" class=" disclosure-row group rounded-lg border border-heritage-sand open:border-classic-sand " > <summary class=" flex cursor-pointer list-none items-center justify-between gap-4 px-[30px] py-[20px] text-[20px] font-bold leading-[30px] tracking-[-0.4px] text-anchor-slate [&::-webkit-details-marker]:hidden " > How do AI Overviews affect title tag importance? <span class="relative grid h-[30px] w-[19px] shrink-0 place-items-center" aria-hidden="true"> <svg viewBox="0 0 448 512" fill="currentColor" class="size-[15px] text-kelly group-open:hidden"> <path d="M256 64c0-17.7-14.3-32-32-32s-32 14.3-32 32l0 160-160 0c-17.7 0-32 14.3-32 32s14.3 32 32 32l160 0 0 160c0 17.7 14.3 32 32 32s32-14.3 32-32l0-160 160 0c17.7 0 32-14.3 32-32s-14.3-32-32-32l-160 0 0-160z" /> </svg> <svg viewBox="0 0 384 512" fill="currentColor" class="hidden size-[15px] text-kelly group-open:block"> <path d="M379.3 91.3c6.2-6.2 6.2-16.4 0-22.6s-16.4-6.2-22.6 0L192 233.4 27.3 68.7c-6.2-6.2-16.4-6.2-22.6 0s-6.2 16.4 0 22.6L169.4 256 4.7 420.7c-6.2 6.2-6.2 16.4 0 22.6s16.4 6.2 22.6 0L192 278.6 356.7 443.3c6.2 6.2 16.4 6.2 22.6 0s6.2-16.4 0-22.6L214.6 256 379.3 91.3z" /> </svg> </span> </summary> <div class="px-[30px] pb-[30px] text-[18px] leading-[27px] tracking-[-0.72px] text-paragraph"> They elevate it. AI Overviews push organic listings further down the SERP, which makes earning the click harder at every position. A strong title becomes more important when the listing has to compete against an AI answer and several SERP features for attention. Title optimization is now a higher-leverage SEO activity than it was a few years ago, not a lower one. </div> </details> </div> </div> </section> <section class="px-4"> <div class="rounded-[20px] bg-heritage-sand px-4"> <div class="container-site flex flex-col gap-4 py-[60px]"> <p class="text-center text-[14px] font-bold leading-[16.8px] tracking-[-0.28px] text-muted-slate"> Related Terms </p> <h2 class="mb-[20px] text-center font-serif text-[32px] font-medium leading-[38.4px] tracking-[-0.96px] text-slate md:text-[48px] md:leading-[57.6px]"> More from Search & AEO. </h2> <ul class="-mx-2 flex w-[calc(100%+16px)] list-none flex-wrap"> <li class="w-full p-2 md:w-1/2 lg:w-1/3"> <div class="group relative flex h-full flex-col justify-between gap-4 rounded-[20px] bg-parchment-wash p-[30px]"> <div class="flex flex-col gap-4"> <p class="font-serif text-[24px] font-semibold leading-[28.8px] tracking-[-0.52px] text-slate md:text-[26px] md:leading-[31.2px]"> AI Crawler Management </p> <span class="block h-px border-t border-classic-sand" aria-hidden="true"></span> <div></div> <p class="mb-[25px] text-[18px] leading-[27px] tracking-[-0.72px] text-slate"> AI Crawler Management is the practice of identifying the bots operated by AI companies and deciding which to allow or block, balancing content protection against visibility inside AI-generated answers. </p> </div> <span class="flex items-start pt-[7px] pb-[5px]" aria-hidden="true"> <span class="link-sweep [--sweep-from:var(--color-executive-green)] text-[16px] font-medium leading-[16px] tracking-[-0.32px] underline decoration-1 underline-offset-4"> Find out More </span> </span> <a href="/glossary/ai-crawler-management/" class="absolute inset-0 rounded-[20px]" aria-label="Find out More: AI Crawler Management"></a> </div> </li> <li class="w-full p-2 md:w-1/2 lg:w-1/3"> <div class="group relative flex h-full flex-col justify-between gap-4 rounded-[20px] bg-parchment-wash p-[30px]"> <div class="flex flex-col gap-4"> <p class="font-serif text-[24px] font-semibold leading-[28.8px] tracking-[-0.52px] text-slate md:text-[26px] md:leading-[31.2px]"> AI Overviews </p> <span class="block h-px border-t border-classic-sand" aria-hidden="true"></span> <div></div> <p class="mb-[25px] text-[18px] leading-[27px] tracking-[-0.72px] text-slate"> AI Overviews are AI-generated summaries that appear at the top of search results, synthesizing direct answers from multiple web sources with inline citations. </p> </div> <span class="flex items-start pt-[7px] pb-[5px]" aria-hidden="true"> <span class="link-sweep [--sweep-from:var(--color-executive-green)] text-[16px] font-medium leading-[16px] tracking-[-0.32px] underline decoration-1 underline-offset-4"> Find out More </span> </span> <a href="/glossary/ai-overviews/" class="absolute inset-0 rounded-[20px]" aria-label="Find out More: AI Overviews"></a> </div> </li> <li class="w-full p-2 md:w-1/2 lg:w-1/3"> <div class="group relative flex h-full flex-col justify-between gap-4 rounded-[20px] bg-parchment-wash p-[30px]"> <div class="flex flex-col gap-4"> <p class="font-serif text-[24px] font-semibold leading-[28.8px] tracking-[-0.52px] text-slate md:text-[26px] md:leading-[31.2px]"> Anchor Text Optimization </p> <span class="block h-px border-t border-classic-sand" aria-hidden="true"></span> <div></div> <p class="mb-[25px] text-[18px] leading-[27px] tracking-[-0.72px] text-slate"> Anchor Text Optimization is the practice of choosing the clickable words in a link so search engines and readers understand what the linked page is about, without over-using exact-match keywords. </p> </div> <span class="flex items-start pt-[7px] pb-[5px]" aria-hidden="true"> <span class="link-sweep [--sweep-from:var(--color-executive-green)] text-[16px] font-medium leading-[16px] tracking-[-0.32px] underline decoration-1 underline-offset-4"> Find out More </span> </span> <a href="/glossary/anchor-text-optimization/" class="absolute inset-0 rounded-[20px]" aria-label="Find out More: Anchor Text Optimization"></a> </div> </li> <li class="w-full p-2 md:w-1/2 lg:w-1/3"> <div class="group relative flex h-full flex-col justify-between gap-4 rounded-[20px] bg-parchment-wash p-[30px]"> <div class="flex flex-col gap-4"> <p class="font-serif text-[24px] font-semibold leading-[28.8px] tracking-[-0.52px] text-slate md:text-[26px] md:leading-[31.2px]"> Answer Engine Optimization (AEO) </p> <span class="block h-px border-t border-classic-sand" aria-hidden="true"></span> <div></div> <p class="mb-[25px] text-[18px] leading-[27px] tracking-[-0.72px] text-slate"> Answer Engine Optimization (AEO) is the practice of structuring and writing content so AI-powered answer engines and assistants surface, cite, or quote it directly when responding to a user's question. </p> </div> <span class="flex items-start pt-[7px] pb-[5px]" aria-hidden="true"> <span class="link-sweep [--sweep-from:var(--color-executive-green)] text-[16px] font-medium leading-[16px] tracking-[-0.32px] underline decoration-1 underline-offset-4"> Find out More </span> </span> <a href="/glossary/answer-engine-optimization/" class="absolute inset-0 rounded-[20px]" aria-label="Find out More: Answer Engine Optimization (AEO)"></a> </div> </li> <li class="w-full p-2 md:w-1/2 lg:w-1/3"> <div class="group relative flex h-full flex-col justify-between gap-4 rounded-[20px] bg-parchment-wash p-[30px]"> <div class="flex flex-col gap-4"> <p class="font-serif text-[24px] font-semibold leading-[28.8px] tracking-[-0.52px] text-slate md:text-[26px] md:leading-[31.2px]"> Backlink </p> <span class="block h-px border-t border-classic-sand" aria-hidden="true"></span> <div></div> <p class="mb-[25px] text-[18px] leading-[27px] tracking-[-0.72px] text-slate"> Backlink is an inbound link from one website to another, used by search engines as a signal of authority, trust, and relevance for the destination page. </p> </div> <span class="flex items-start pt-[7px] pb-[5px]" aria-hidden="true"> <span class="link-sweep [--sweep-from:var(--color-executive-green)] text-[16px] font-medium leading-[16px] tracking-[-0.32px] underline decoration-1 underline-offset-4"> Find out More </span> </span> <a href="/glossary/backlink/" class="absolute inset-0 rounded-[20px]" aria-label="Find out More: Backlink"></a> </div> </li> <li class="w-full p-2 md:w-1/2 lg:w-1/3"> <div class="group relative flex h-full flex-col justify-between gap-4 rounded-[20px] bg-parchment-wash p-[30px]"> <div class="flex flex-col gap-4"> <p class="font-serif text-[24px] font-semibold leading-[28.8px] tracking-[-0.52px] text-slate md:text-[26px] md:leading-[31.2px]"> Branded vs Non-Branded Search </p> <span class="block h-px border-t border-classic-sand" aria-hidden="true"></span> <div></div> <p class="mb-[25px] text-[18px] leading-[27px] tracking-[-0.72px] text-slate"> Branded vs Non-Branded Search is the distinction between queries that include a company or product name and those that don't — the split reveals demand capture versus demand creation in organic performance. </p> </div> <span class="flex items-start pt-[7px] pb-[5px]" aria-hidden="true"> <span class="link-sweep [--sweep-from:var(--color-executive-green)] text-[16px] font-medium leading-[16px] tracking-[-0.32px] underline decoration-1 underline-offset-4"> Find out More </span> </span> <a href="/glossary/branded-vs-non-branded-search/" class="absolute inset-0 rounded-[20px]" aria-label="Find out More: Branded vs Non-Branded Search"></a> </div> </li> </ul> <div class="flex flex-wrap items-center justify-between gap-4 pt-[10px]"> <a href="/glossary/" class="inline-flex items-center gap-[10px] text-[16px] font-bold leading-[19.2px] tracking-[-0.32px] text-forest-green-aa no-underline hover:underline"> <span class="flex size-[30px] shrink-0 items-center justify-center rounded-[100px] bg-heritage-sand p-[10px] text-slate" aria-hidden="true"> <svg viewBox="0 0 512 512" fill="currentColor" class="size-4"> <path d="M9.4 233.4c-12.5 12.5-12.5 32.8 0 45.3l160 160c12.5 12.5 32.8 12.5 45.3 0s12.5-32.8 0-45.3L109.3 288 480 288c17.7 0 32-14.3 32-32s-14.3-32-32-32l-370.7 0 105.4-105.4c12.5-12.5 12.5-32.8 0-45.3s-32.8-12.5-45.3 0l-160 160z" /> </svg> </span> Back to the Glossary </a> <a href="/contact/" class="inline-block rounded-[8px] bg-forest-green px-[16px] py-[12px] text-[14px] font-bold leading-[14px] tracking-[-0.28px] text-matte-white no-underline"> Talk to a Strategist </a> </div> </div> </div> </section> <section id="book" class="mt-4 px-4" style="padding-top: 32px; padding-bottom: 16px;" > <div class="container-site"> <div class=" flex flex-col items-center gap-[50px] overflow-hidden rounded-[20px] bg-slate px-[30px] py-[60px] lg:flex-row lg:px-[60px] lg:py-[40px] " > <div class="flex w-full flex-col justify-center gap-[40px] lg:w-[46.076%] lg:shrink-0"> <div class="flex flex-col gap-[16px]"> <p class="text-[14px] font-bold leading-[16.8px] tracking-[-0.28px] text-dark-bone"> Let’s Talk </p> <h2 class="font-serif text-h2 font-normal 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A senior practitioner reads it, not an SDR queue, and replies, usually within one business day. </p> </div> <ul class="flex flex-col gap-[20px]"> <li class="flex items-center gap-[7.5px]"> <svg width="30" height="30" viewBox="0 0 20 20" fill="none" aria-hidden="true" class="shrink-0" > <path d="M6.18701 8.81722L9.25058 11.8807L18.0087 4.21875" stroke="var(--color-data-cerulean)" stroke-width="1.03511" stroke-linecap="round" /> <path d="M17.4547 7.76156C17.8743 9.66471 17.5966 11.6553 16.672 13.3708C15.7475 15.0864 14.2376 16.413 12.4172 17.1089C10.5969 17.8049 8.58714 17.8241 6.75386 17.1629C4.92059 16.5017 3.3857 15.2042 2.42862 13.5065C1.47154 11.8089 1.15592 9.82399 1.53921 7.9132C1.92251 6.0024 2.97923 4.29278 4.517 3.09558C6.05477 1.89837 7.97133 1.29319 9.91777 1.39021C11.8642 1.48723 13.7111 2.27999 15.1222 3.62418" stroke="var(--color-data-cerulean)" stroke-width="1.03511" stroke-linecap="round" /> </svg> <span class="text-[length:var(--proof-size)] font-[var(--proof-weight)] 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stroke-linecap="round" /> </svg> <span class="text-[length:var(--proof-size)] font-[var(--proof-weight)] leading-[var(--proof-leading)] tracking-[var(--proof-tracking)] text-matte-white" style=" --proof-size: 16px; --proof-weight: 400; --proof-leading: 24px; --proof-tracking: -0.4px; " > A conversation about what you’re actually working on, not a generic pitch. </span> </li> <li class="flex items-center gap-[7.5px]"> <svg width="30" height="30" viewBox="0 0 20 20" fill="none" aria-hidden="true" class="shrink-0" > <path d="M6.18701 8.81722L9.25058 11.8807L18.0087 4.21875" stroke="var(--color-data-cerulean)" stroke-width="1.03511" stroke-linecap="round" /> <path d="M17.4547 7.76156C17.8743 9.66471 17.5966 11.6553 16.672 13.3708C15.7475 15.0864 14.2376 16.413 12.4172 17.1089C10.5969 17.8049 8.58714 17.8241 6.75386 17.1629C4.92059 16.5017 3.3857 15.2042 2.42862 13.5065C1.47154 11.8089 1.15592 9.82399 1.53921 7.9132C1.92251 6.0024 2.97923 4.29278 4.517 3.09558C6.05477 1.89837 7.97133 1.29319 9.91777 1.39021C11.8642 1.48723 13.7111 2.27999 15.1222 3.62418" stroke="var(--color-data-cerulean)" stroke-width="1.03511" stroke-linecap="round" /> </svg> <span class="text-[length:var(--proof-size)] font-[var(--proof-weight)] leading-[var(--proof-leading)] tracking-[var(--proof-tracking)] text-matte-white" style=" --proof-size: 16px; --proof-weight: 400; --proof-leading: 24px; --proof-tracking: -0.4px; " > No pressure, just a chance to talk it through. </span> </li> </ul> </div> <div class="w-full rounded-[var(--form-card-radius)] bg-matte-white p-[30px] lg:flex-1" style="--form-card-radius: 30px;" > <div class="flex flex-col gap-[24px]"> <h3 class="font-serif text-h4 text-slate">Book a conversation</h3> <div class="mfe-theme-general" data-marketo-form="2667" data-marketo-host="landingpage.demandspring.com" data-marketo-munchkin="318-FFB-416" > <form id="mktoForm_2667"></form> </div> </div> </div> </div> </div> </section> </main> <footer class="mt-4"> <div 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