Google explains why it changed the title in search results.

Google has confirmed that it has not only changed the title of its search results, but also revealed how much it has changed. Over the past few weeks, Google has stated that it is using the HTML title tag you selected 80 times. Google now says it is using title tags 87% of the time, a seven-point addition: “Title elements are now used about 80% of the time, instead of the first 80%.” Google wrote.

Why change? “We have used text other than title elements where our system determines that the title element cannot describe a page as it should. Some page titles are blank. Some pages We use the same title on every page, regardless of the actual content. Some pages have no title elements at all, “Google said. The company then states other reasons why it won’t use your HTML title tag:

  • Half empty titles (“| site name”)
  • Obsolete Titles (“2020 Admission Standards – University of Great”)
  • Incorrect titles (“Large Animals, Teddy Bears, Polar Bears – Site Name”)
  • Micro boiler plate titles (“My so-called amazing TV show,” where the same title is used for multiple pages about different seasons)
  • And more.

Guidance. Google also gave some tips on encouraging search engines to show their HTML titles: “Focus on creating great HTML title elements. These are the ones we use the most.” Reshared the help document on the titles, which he recommended reading SEO. “To understand the examples in this post, consider whether your patterns could be such that our systems deviate from your title elements. Can see The changes we’ve made are largely designed to help address issues that creators may not have guessed from. Making changes can help ensure that your title element is reused. This is also our priority, “the company added.

But Google did not, and said, “We will continue to work on improving the titles.”

Are the titles getting better? Only time will tell if Google has really improved these changes. We saw some SEOs earlier this week say that titles are starting to look better. Dr. Pete Meyers of Moose recently published a major case study on rewriting the title, but it’s hard to say when Google made the changes and when the case study data was released.

Many SEOs are still reluctant to make such extensive changes to Google, even if it was only 20 times (and now 13 times). And, that explanation doesn’t detract from them:

If so, that would be great. [Google] Was doing but this is not what they are doing. We need to stop them or give us a way out. They extract brand names, move brand names, dash pipes, extract keywords from many of our good titles. Christine Schechinger tweeted., Digital strategist and SEO consultant. “Here we go again.” Tess Vokes added., Director of SEO Project Management in Local SEO Guide.

Others are more optimistic that Google has taken SEO feedback into account: “Wow, that’s what I asked in yesterday’s post: (1) a more conservative approach, and (2) more transparency on the reasons for rewriting. Thanks to Google for the adjustment, ” Dr. Pat Meyers said.. An interesting explanation for the title tag ‘update’ is that instead of updating all of your title tags, Google is trying to improve the poorly constructed or misleading title. There is a lot of evidence that it has not come out completely (for example, below) but I am sure it will improve. Dean Nitter added., Head of SEO at Speed ​​Clarity at Speed.

Why do we care If you have noticed changes in your clickthrough rate from Google search results, it may be related to these changes. Hopefully, these changes are positive because it is a win for Google to provide titles that its searchers want to click on. If not, Google has said it will continue to improve. It is important that SEOs provide feedback on adjustments to the title tag system as well as any changes in real time.

About the Author

Barry Schwartz is a contributing editor at Search Engine Land and a member of the programming team for SMX Events. He owns RustyBrick, a New York-based web consulting firm. He also runs the Search Engine Roundtable, a popular search blog on highly advanced SEM topics. Berry’s personal blog is called Cartoon Berry and can be followed on Twitter here.

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