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Changing title formats for SEO and browser tabs

Using title formats, you can create a consistent structure for how your pages look in browser tabs, search engine results, and social posts linking to your content.

Tip: You can also add a favicon image that displays next to a page's title. 


Edit title formats

Your site includes default title formats for your pages. For more customization, you can change them by adding, reordering, and deleting information in each field.

To edit a title format:

  1. In the Home Menu, click Marketing, and then click SEO.
  2. Click Advanced.
  3. Edit the formats to include any of the variables below, and then click Save. Use any of these:

Page title format

The page title format is for all pages except your homepage and collection items. By default, the page title format is Page Title — Site Name, using the variables %p and %s.

%p pulls in the SEO title for that page. If the page doesn't have an SEO title, it pulls in the page title instead.

Tip: To customize what appears per-page, keep %p in the title format and edit each page's SEO title.


  • A site called Healthy Living has a Blog Page with the SEO title Easy Vegan Recipes.
  • With the page title format %s - %p, "Healthy Living - Easy Vegan Recipes" will display in browser tabs when viewing the main Blog Page.
  • If the same site has an Events Page with the SEO title Upcoming Classes, that page will display as "Healthy Living - Upcoming Classes."


Homepage title format

The homepage title format sets how your homepage appears in browser tabs and search engine results. By default, it's your site title using the variable %s.


Homepages and the %p variable

The SEO title disappears from Page Settings when you make a page your homepage. If you add %p in the homepage title format:

  • If you set the SEO title before making the page your homepage, the title format uses that SEO title. To change this, make a different page your homepage temporarily, change the SEO title, then set the page back as your homepage.
  • If your page didn't have an SEO title, %p uses the page title.

Collection item title format

The collection item title format controls how collection items like blog posts, products, events, or album tracks look in browser tabs and search engine results. By default, the collection item title format is Item Title — Site Name, using the variables %i and %s.


  • The Healthy Living site has a blog post titled Healthy vegan dinners for one.
  • With the collection item title format %i - %s, "Healthy vegan dinners for one - Healthy Living" will display in browser tabs.
  • The site also has an event called Meal Planning Workshop. The event will display as "Meal Planning Workshop - Healthy Living" in browser tabs.


Tips for writing title formats

The order of information in title formats is up to you, and it'll depend on what parts of your brand or content you want to emphasize first in browser tabs or search engine results.

Prioritize your site or brand

To have your site title or company name be the first words in a browser tab or search results link, place your site title (%s) in the beginning of the title format.

This is a good choice for businesses or companies with brand recognition, where visitors will be searching for your brand by name.

Prioritize the page or item

To have the name of the page, product, or blog post be the first words in a browser tab or search results link, place the SEO title (%p) or item title (%i) at the beginning of the title format. This places more importance on the content of the page rather than the entire site.

For example, bloggers who want to have their blog posts ranked higher in search results might put the item title (%i) first in the collection item title format. This is also a good strategy if you expect that visitors will open your site's pages in many browser tabs at once. Having the page or item title first prevents the tabs from all looking the same.

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Changing title formats for SEO and browser tabs