How to create the title element correctly

The title element tells the engine what the page is about and can become the snippet’s heading. Two facts shape how it should be written: Yandex may generate the snippet title from page content instead, so users see different titles for different queries; and length is limited by the width of the user’s screen, not by a character count.

Yandex’s rules

• Be specific. “Home” and “Contacts” are named as examples of what to avoid.
• Do not run long — it will be truncated in results.
• Do not stuff keywords. Repetition adds no information and may be treated as spam.
• Avoid template titles. The example is precise: an online store where every catalogue page is titled “Catalog”, or a pattern like “<Product> — description, prices, characteristics, photos, reviews” repeated across thousands of pages. Yandex’s refinement is worth applying — include only the values that genuinely exist on that page, so “reviews” or “photos” appears only where there are reviews or photos. Everything else belongs in the description.
• Include the brand, at the beginning or end, separated by a colon, hyphen or vertical bar, so users can see they are on the official site.

The screen-width point, taken seriously

Because truncation depends on the device, the useful discipline is to put what distinguishes the page first. A title whose meaning arrives in the last four words is a title that vanishes on a phone — which is where most of the audience is.

Where to check

Indexing → Titles and descriptions shows the state across the site. Missing titles raise a notice in site diagnostics, and so does a large number of duplicates.

What actually improves results

Rewriting titles changes click-through without changing position, which makes it the cheapest measurable work available. Do it for the pages with the most impressions and the worst click-through rate — page statistics gives that list directly.