Google's URL best practices documentation states a clear preference for lowercase URLs with hyphens as word separators. This is not just a convention — it has technical and SEO implications.

URLs are case-sensitive by the HTTP specification. /Blog/My-Post and /blog/my-post are technically different URLs. If your server treats them as the same page without proper redirect handling, you risk duplicate content issues and split link equity.

Google has stated that it treats hyphens as word separators in URLs but treats underscores as joining characters — meaning title-case-rules is indexed as three separate words, while title_case_rules is indexed as one compound term. For keyword targeting, hyphens are clearly preferable.

• ▸Good: /blog/title-case-rules-explained (hyphen-separated lowercase)
• ▸Bad: /blog/Title-Case-Rules-Explained (mixed case — risks duplicate content)
• ▸Bad: /blog/title_case_rules_explained (underscores treated as joining characters)
• ▸Bad: /blog/TitleCaseRulesExplained (camelCase — unreadable, poor UX)

Title tags appear as the clickable headline in Google search results. How you format them affects both click-through rate (CTR) and how Google displays them.

Title case vs sentence case for title tags: there is no definitive SEO consensus — both are widely used by high-ranking pages. The practical guidance:

• ▸Title case ('How to Convert Text to camelCase') reads as formal and published — better for informational articles, tools, and long-form content
• ▸Sentence case ('How to convert text to camelCase') reads as conversational and direct — better for news-style content and conversational queries
• ▸All-caps titles are harder to read and are often truncated by Google — avoid for titles longer than a few words
• ▸Consistent formatting across your entire site signals professionalism to users scanning results

Keep title tags under 60 characters to avoid truncation in search results.

Heading tags structure your content for both search engines and readers. The case of headings affects readability and tone.

For H1 tags: most publishers use title case for the primary heading of a page or article. It signals a formal, published document and gives the heading maximum visual weight.

For H2 and H3 subheadings: sentence case is increasingly common, particularly in technical content, developer documentation, and modern editorial design. Sentence case is faster to read during scanning and feels less formal — which matches the reading behavior of users who skim subheadings.

A widely used hybrid: title case for H1 (the article title), sentence case for H2 and H3 (section headings). This creates a visual hierarchy where the main title commands attention and section headings remain easy to scan.

The case of anchor text — the visible, clickable text of a hyperlink — should match the surrounding content style. Keyword-rich anchor text written in a case format that doesn't match the surrounding prose looks unnatural to both readers and search engines.

Natural language anchor text in sentence case or title case (matching the surrounding content) is better than keyword-stuffed anchor text in any case format. 'Learn more about title case rules' is better than 'TITLE CASE RULES GUIDE' as anchor text, both for readability and for appearing organic rather than manipulative.

When your content is shared on social media, the Open Graph title and description appear in the link preview. These should match your title tag formatting — consistent title or sentence case, no all-caps.

For Open Graph descriptions and social media captions, sentence case is almost always the right choice. It matches how text appears naturally in social contexts and doesn't read as shouting or spam.