Article titles

Article titles need to be short and clear and reflect the content on the page. The shorter the title, the more likely a user is to click on your content in a search result.

Article titles should:

  • be a concise description of the subject
  • include the geographic coverage and time period if appropriate; use the month of publication if data sources from different time periods are used
  • be no more than 65 characters including spaces; longer titles are cut off in search engine results
  • be frontloaded and have the most important information first; avoid starting your title with “An exploration of” or “Analysis of”
  • include words that users put into search engines; people are more likely to search for “employment” than “labour market”
  • not include a survey name or statistical designation (such as Experimental Statistics); these should be in the article summary or keywords
  • be written in sentence case

Analysis articles
Child sexual abuse in England and Wales: year ending March 2019
Disability pay gaps in the UK: 2018
Coronavirus and travel to work: June 2020

Information articles
Population statistics research update: June 2018
Coronavirus and the effects on UK productivity measures

The Content Design team can help you write a clear and user-focused article title. Email for help with choosing a title or to get feedback from Content Design on your title. 

Any changes to titles or summaries should also be reflected on the calendar entry. Please email to amend an entry.