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Google rewrites title tags in SERPs

Google rewrites title tags in SERPs

Google rewrites title tags for a limited number of pages in search results, and often replaces the text with a page’s H1 tag.

It is known that Google adjusts titles in SERPs by making small tweaks, e.g. Attach a company name to the end. But now Google is overriding titles with different text.

SEOs started noticing this on August 16th, then appears in tweets mentions a “massive” title rewrite on Google.

The extent of rewriting of titles is unknown at present, but it is widespread enough that more SEOs may already encounter it.

Evidence suggests that Google retrieves text from H1 tags for the majority of these rewrites. However, Lily Ray notes that she has seen Google replace a page title with anchor text from an internal link.

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This is interesting … I think someone wrote about this earlier today:

For the title of this article in the SERP, Google not only shows * not * the tag , it does not show either </p> <h1>.</p> <p>Instead, it shows the anchor text from an internal link to the article. <a rel="nofollow noopener" target="_blank" href="https://t.co/CmQS4Lvgf9">pic.twitter.com/CmQS4Lvgf9</a></p> <p>– Lily Ray 😏 (@lilyraynyc) <a rel="nofollow noopener" target="_blank" href="https://twitter.com/lilyraynyc/status/1427755621311471616?ref_src=twsrc%5Etfw">August 17, 2021</a></p> <p>Mayank Parmar adds that there are some instances where Google inserts dates into titles:</p> <p lang="en" dir="ltr">For some keywords, Google updated the title of our one article to include the date at the beginning. The date was selected from the URL.</p> <p>It looked like something like this:</p> <p>01/08/2021: Article title</p> <p>I changed the title a bit and it seems to be fine now.</p> <p>– Mayank Parmar (@mayank_jee) <a rel="nofollow noopener" target="_blank" href="https://twitter.com/mayank_jee/status/1427757052105871361?ref_src=twsrc%5Etfw">August 17, 2021</a></p> <p>In theory, it sounds like Google could choose to take any relevant text from a page and display it as the title in SERPs. This has long been the case for meta descriptions, as Google can dynamically adjust the description in search snippets to better match a user’s query.</p> <p>Advertising</p> <p>Continue reading below</p> <p>Brodie Clark suggests that this update is not limited to one or two factors. Rather, he assumes that Google can algorithmically create any text to be used as a page title:</p> <p>From what I can see, there is no “one factor” involved in this change, with an algorithmic approach designed to create better titles in Google search results as a whole. Whether it’s taking the new title from a headline mark or effectively pulling it out of thin air. ”</p> <p>He goes on to present evidence that Google replaces a title with text found on another page of a site. There seems to be no limit to where the search engine can retrieve title text from.</p> <p>In addition, Clark notes that when Google rewrites a title, it tends to be shorter than the original. This suggests an effort to improve readability and increase the relevance of a result.</p> <p>If this is more than a live test seen in the wild, Google should let SEOs know sooner or later. I bet there will be at least a few questions about this on Friday’s question and answer with Google’s John Mueller.</p> <h2>What does this mean for SEOs?</h2> <p>It is impossible to draw any conclusions about Google rewriting title tags at this time.</p> <p>Google is known to run A / B tests in live search results, so it is possible that what we see will return to normal in the near future.</p> <p>Advertising</p> <p>Continue reading below</p> <p>On the other hand, we may see the initial stages of a permanent change. Assuming that for a second is how Google will handle titles in search snippets in the future, it may end up being a good thing for sites.</p> <p>The apparent goal of replacing titles is to increase relevancy for searchers. If so, a more relevant title may be more compelling to click on.</p> <p>As for how worried you should be about this update, I want to point out this guide from Mueller. He states that titles are important, but suggests that they are not worth emphasizing:</p> <p>Advertising</p> <p>Continue reading below</p> <p>“Titles are important! They are important for SEO. They are used as a ranking factor. Of course, they are certainly used as a ranking factor, but that is not something where I would say that the time you spend adapting the title is really the best use of your time. ”</p> <p>For what it’s worth, I’ve not seen any reports of pages with rewritten titles falling into rankings. 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