It was in August 2021 that Google released an update changing the way web page titles appear in SERPs. It affected approximately 13% of websites that had no page titles and those that had incorrect page titles. Alternatively, Google considers that a bad title for the web page.
Google once generated titles for these pages based on search terms users entered. The new method applies a static web page title to an entire page. This represents a shift from being driven dynamically through users’ search queries to becoming static based on the web page’s content. The page titles should be optimized from the beginning.
An overview of web page titles from SEO’s perspective
Web page titles are blue clickable links observed within the search engine result pages of Google. They are also known as web page titles, title tags, or title links. They rank among the major indicators visitors use to see if a web page is relevant to their search query or not. These indicators are also used for navigation when users wish to click on them and visit that web page.
Importance of having top-notch web page titles and links
Web page titles are crucial for SEO efforts and work. They help consumers select the web pages they should visit when they browse the internet and the search engine results. A title that can catch users’ attention can help in distinguishing the website from other sites when ranking in the search engine results. This helps raise the click-through rate (CTR).
A CTR being a worthwhile digital marketing metric is being debated. Somehow, higher CTRs indicate a favorable user experience (UX). UX is a key ranking factor.
RankBrain is an important part of Google’s ranking algorithm. It uses three components for ranking websites in search results namely: Click-through rate (CTR), Bounce Rate, and Dwell Duration. If the title properly represents the content, users are more likely to stay on the web page. This denotes a worthwhile user experience.
For what reason is Google showing different organic page titles since August 2021?
The August 2021 algorithm update of Google hopes to make page titles more accurate for users. This helps reflect the page’s content instead of the user’s search query. The best part of the update is that Google has actually provided users with advice on difficulties with web page title links and the reason Google can modify them.
Google revealed that they changed 20% of page titles before the update but only 13% will be impacted. The tech giant is adopting a more focused approach to changing title links, aiming to update those that do not explain content adequately.
Professionals from an SEO agency in Dubai analyzed some explanations Google gave about the update:
- Titles often require completion. They are either half-empty or need more useful descriptions.
- Titles that have not been changed show there has been an update in the primary content. This can be observed on sales pages that utilize the same URL each year.
- The title doesn’t correctly represent the article’s main essence. It can also use repetitive language for a part of some web pages. It means the same text appears for different titles.Â
Google will produce fresh text for the web page’s title link if any of these flaws are present in the web page title of Google.
How does Google produce alternate page title links?
Google will generate web page title links based on information visible on the web page. It will search for text that users can observe relevant to the topic they were looking for. This is how the information can be obtained:
- Content that is present in the core elements of headings.
- Content is large and visible thanks to the use of style elements.
- Additional text is on the page.
- Anchor text is used on the page.
Tips on improving the page titles
To prevent the titles from getting short or cut down by Google, content and digital marketers must keep them short and below 65 characters. When applicable, the titles can be branded by adding the website’s name at either the title’s starting point or end. It can be separated from the remaining content via either a colon, hyphen, or a pipe.
Avoid the use of ambiguous terms for the home page, especially the term home. Keyword stuffing should also be avoided as it ruins the essence of both digital marketing and search engine optimization (SEO). Google prefers titles that help answer people’s queries. Overstuffed and over-optimized titles do not work.
Conclusion
Though the adoption of some of these best practices may not guarantee the fact that Google won’t tamper with the way titles appear in search; It can reduce the potential that they will be changed. It further ensures that marketers control as much of the user experience as possible. It is wise that marketers do the titles right. Optimizing them after making them right is key.
