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Google confirms update to generate web page titles

Google confirms update to generate web page titles

Google’s Danny Sullivan confirms that the search engine updates the way it generates web page titles in search results.

“Last week, we introduced a new system for generating titles for web pages. Prior to this, titles may change based on query. This will generally no longer happen with our new system. This is because we believe our new system produces titles that generally work better for documents, to describe what they are about, regardless of the particular query. ”

Google’s new system for generating web page titles has been extensively documented since it was discovered in live search results last week.


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As observed by those in the SEO industry, Google actually replaces titles on web pages with other text on the page:

“Although we have gone beyond HTML text to create titles for over a decade, our new system makes even more use of such text. In particular, we make use of text that people can visually see when they arrive at a web page. We consider the primary visual title or headline displayed on a page, content that site owners often place within

tags, within other header tags, or which are made large and prominent using style treatments. ”


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When replacing web page titles, other text on the page may be considered.

Google may also consider using text within links pointing to pages.

Why is Google doing this? Sullivan explains further.

Why does Google use more than HTML title captions?

Google may consider using different text in cases where a page’s HTML title tag does not adequately describe what it’s about.

Sullivan says title tags do not always describe a page well because they can either be:

Too long Filled with keywords Contains no text or hob

“Overall, our update is designed to produce more readable and accessible titles for pages. In some cases, we may add site names where it is seen as useful. In other cases, when we encounter an extremely long title, we can choose the most relevant part rather than start at the beginning and shorten several useful parts. ”

The fact that Google takes a different approach to generating web page titles does not make optimizing HTML title tags less important

Sullivan says just as much about sharing his advice after the update.

“… our main advice on this site for site owners remains the same. Focus on creating great HTML title tags. ”


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If you’re wondering if it’s still worth your time to create unique titles for your pages, the answer is 100% yes.

Don’t just leave it to Google. Sullivan says original HTML title tags will still be used over 80% of the time.

In tests, Google claims that this update produces titles that are easier to read and prefer than searchers compared to the old way of generating titles.

Can I opt out of this update?

Websites cannot opt ​​out of having their page titles replaced by Google.

Sullivan stated several days ago that he would like SEOs to at least have a chance when it comes to retaining page titles.


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He suggests a feature in the Search Console where you can ask Google not to replace the HTML title tag on certain pages.

There is no word on whether such a feature is being considered in Google at this time.

Source: Google Search Central

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