Titles
Titles are the first thing that a user will see when they find your content or land on the page. Nearly 80% of our users come to the site through a search engine, such as Google. Our titles need to be clear, concise and engaging to encourage people to read more and help them find what they are looking for.
Titles should reflect the words users put into search engines. They should focus on topics that users are interested in rather than survey names, designations or data sources. For example, people are more likely to search for “gender pay gap” than “Annual Survey of Hours and Earnings”, and for “employment” than “labour market”.
Avoid using words like “provisional”, “final”, “results”, “estimates” or “statistics” where possible as research shows that shorter titles get the most engagement. These can be included in the summary instead if needed.
We can use analytics to help you choose the best title for your content. Email content.design@ons.gov.uk
Bulletin titles
All bulletin titles must include:
- the name of the release (focusing on the topic)
- the geographical coverage
- the date or period the data cover
Bulletin titles should:
- be fewer than 65 characters including spaces
- be frontloaded and have the most important information first
- not include a survey name or statistical designation
Baby names in England and Wales: 2018
More detailed guidance for bulletin titles is available.
Article titles
Article titles should:
- be a concise description of the subject
- include the geographic coverage and time period if appropriate
- be fewer than 65 characters including spaces
- be frontloaded and have the most important information first
- not include a survey name or statistical designation
If your article contains Experimental Statistics, please include this in the summary.
Disability pay gaps in the UK: 2018
Coronavirus and the effects on UK productivity measures
More detailed guidance for article titles is available.
Datset titles
Dataset titles should describe what the dataset contains. They should:
- be frontloaded (with the most important information first)
- be short – aim for 60 characters including spaces
- not include acronyms – put these in the keywords
- not include the word “dataset”
If you have one dataset, use the same title as the publication (but without the data period) for consistency.
The Public sector employment, UK: June 2020 bulletin is published with the Public sector employment dataset.
If you have multiple datasets, make sure the titles are clear and concise so that users can easily distinguish between them.
The Baby names in England and Wales: 2019 bulletin is published with the following datasets: