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

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 Content.Design@ons.gov.uk.