HTML page title

[michelle-rago]

### Tasks
- [x] Review existing research
- [x] Conduct new research if needed
- [x] Draft standard in Google docs for internal sharing
- [x] Share draft with stakeholders
- [x] Revise as needed
- [x] [Add draft standard to prototype](https://federalist-142078a8-f654-4daa-8f73-db9770b3ec7a.sites.pages.cloud.gov/site/gsa-tts/federal-website-standards/standards/html-page-title/)
- [x] Complete approval checklist

[michelle-rago]

• This is an industry-wide best practice
• Agency staff we interviewed think this is reasonable and useful
• Federal guidance could help agencies with internal education
• Guidance that would be helpful include a character limit and going from specific (page content) to general (agency name)
• Page title changes could impact analytics
• Agency staff want to keep the standard at a high level (“have a unique page title”)
• Agency staff have described challenges with implementation
• This is scannable, but we won’t automatically know about the quality of the page title unless we have more sophisticated content analysis tools.
• We could scan for duplicate titles to combat one of the most common issues

[michelle-rago]

From M-23:

Agencies’ websites must be structured well; contain rich, descriptive metadata; feature machine-readable content to the extent practicable; and follow search engine optimization (SEO) practices to ensure that members of the public can access government information and services from third-party websites and applications. In addition to SEO and public discoverability, a well-structured website also can be friendlier to assistive technology, archival software or services, and for other uses.

[michelle-rago]

The pending standard is at https://standards.digital.gov/standards/html-page-title/.