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Why is Google replacing page titles?

Why is Google replacing page titles?

Google reveals new information about the page title update and explains why it replaces some titles and not others.

Page title update rolled out last month, replacing less than 20% of titles in SERPs with text that Google considers more relevant to the query.

Since its initial rollout, Google has further improved its page title generation system and now has additional guidance for everyone.

New information about Google’s page title update

Original titles used more often

The original titles of web pages will be used more often after the improvements of the page title update.

Original title elements are now used about 87% of the time, rather than about 80% when the update was first launched.


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Why does Google not always use original titles?

Google replaces a page title in SERPs in cases where it does not describe a page as well as it could.

This has been going on since 2012, and Google’s latest update takes things a step further.

Here are some examples of what Google’s Page Title Update is designed to detect and adjust for:

Half-empty titles
Google’s new system is designed to detect half-empty titles, e.g. A title that only shows the name of the site and adjust it by adding information found elsewhere on the page.

Obsolete titles
A page title may become obsolete when the same page is used year after year for recurring information, but the title remains the same.


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This type of adjustment can be as simple as updating the year in the title and keeping the rest the same.

Inaccurate titles
Sometimes titles do not reflect exactly what a page is about. Google provides the example of dynamic content pages with a title element such as: Giant Stuffed Animals, Teddy Bears, Polar Bears – Site Name.

This is an example of a static title for a page with dynamically changing content. Some of these products may appear on the page and others may not.

Google may change this title to more accurately reflect what is on the page.

Micro-hob titles
Micro-hob titles refer to the hob title elements within a subset of pages on a website. Google’s system records these titles and adjusts them.

“Consider an online discussion forum about TV shows. It can have areas for different shows, and then for each show it can have areas for threads for individual seasons.

The title elements of the microwave are displayed on the pages of the season. The titles omit the season numbers, so it is not clear which side is for which season. ”

This is an example of a micro-hob title:

Screenshot from, September 2021.

Guide from Google

Google’s Guide for Website Owners to Improve Page Title Updates remains the same as when the update was first launched.


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Google uses original titles most of the time, so focus more on writing great titles and less on the titles that Google replaces.

Finally, Google adds:

“Beyond that, consider the examples in this post to understand if you might have similar patterns that might make our systems look beyond your title elements.

The changes we’ve made are largely designed to help compensate for issues that creators may not be aware their titles have. Making changes can help ensure that your title element is used again. That is also really our preference. ”

Google can continue to refine its page title system even more after this latest update.


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Source: Google Search Central

Featured image: Dennis Diatel / Shutterstock

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