It’s essential to mention at the start that a website design company has been in the controlling seat when it comes to their page titles appearing in search results. However, until recently, Google introduced their latest updates on how title tags should ideally appear on their search engine for better visibility and accurate results. This innovative update concentrates on presenting more accurate, readable, and accessible titles for pages in search.
This article provides a detailed breakdown of exactly what you happen to see in search results, what made Google revise their policies, where to keep an eye in the wake of this update, and how you must readjust your SEO strategy accordingly in the immediate future.
How Google Now Generates Titles in Search
A university study has pinpointed the most common ways for Google to change the titles of web pages in search results:
- Google adding breadcrumb names or subcategories to the middle of title tags
- Google pulling from the header tag
- Google takes out ellipses from trimmed titles
- Google adding dates or numbers of titles
- Google leveraging alt text, image, or filenames for titles
- Google swapping pipes (|) with dashes (-) when attaching brand names
- Google is adding punctuation such as superscripts found alongside headlines into titles.
- Google putting in or altering titles based on data found elsewhere on the page
How Titles are generated
Google has recently introduced its latest way of creating titles for web pages. Earlier, titles would often alter and vary based on the query issued. The latest update will strictly look into preventing such a pattern. As per Google’s understanding, their new system provides titles that ideally fit the documents to describe their relevancy, irrespective of the particular query.
Furthermore, they have also moved on from the HTML text for creating titles for over a decade. This is fundamental since their new system optimises the text for greater purpose and use. Specifically, they are now counting on texts that can be humanly comprehendible when they arrive at a web page.
Simple research online will help you realise that Google now considers the main visual headline or title shown on a page as content, which website design company typically puts within <H1> or other header tags.
Why Google is Making These Changes
As per the industry experts, the driving motive for Google is short and sweet. The popular Meta search engine is implementing its new system for providing titles to web pages. This will change the original titles of the web pages too much easier to read titles in search results, essentially improving the representation of the page.
If you are new to the whole subject, it’s noteworthy that Google has previously attempted to improve the user experience in search results. Last year, the popular company initiated rewriting Meta descriptions to match them to the search query and perfectly summarise the web page.
Why Title Tags are used more than HTML
Then again, many have asked the question- why not just carry on with the HTML title tag? The short answer would be the same reasons that compelled any SEO company to go beyond the tag significantly back in 2012. It’s essential to mention that HTML title tags have a poor history of describing in a search result. Specifically, title tags can sometimes come off as:
- Very long.
- “Bloated” with keywords because an SEO company takes it that integrating their content page with numerous keywords will improve their chances of ranking higher on the SERP immediately.
- It could have a deficiency of title tags entirely or come off as repetitive “boilerplate” language.
Google claims that their latest update essentially serves the purpose of producing more accessible and readable titles for pages. There could be occasions where they put in site names where that is seen as helpful. Alternatively, they also step in to suggest the most relevant portion from an extremely long title- this is a much better option settling for a makeshift trimmed down version of the owner-provided title.
What it means for Your SEO Strategy
It’s noteworthy to mention that Title Tags continue to remain in vogue. This is especially since they contribute to SEO. According to Google, their latest update improves page titles to make them more accurate, readable, and accessible. If title tags meet the criteria, you will get featured in search results in an ideal situation.
Additionally, you must realise that title tags don’t necessarily serve the purpose of helping pages rank positively in search engine results pages (SERPs). They are:
- What a user realises if they save the page
- What emerges in the title bar of a browser
- What lead to Google the main topic of a page
Ensure Your Title Tags are optimised
How can you identify if you are title tag needs improvement? Industry experts have suggested that if the Met search engine skips your title tag alongside other content from the site that is a solid indication that your title tag needs revision at the least.
How to check if you’ve Been Impacted
Metrics to Watch
- Click-through-rate (CTR) [Short-term]
- Organic Rankings [Long-term]
It’s noteworthy to mention that Google has a significant influence on your website since generating title tags could also reflect on click-through rate. To put it into context, this may directly impact your keyword rankings, especially since the click-through rate breaks down the interaction pattern of a user with a listing in search results.
Compare Results to HTML Code
If you want to find out the impact, you must look into what is featured in search results against all codes on your website. You could achieve this by using one of the following tools for pulling titles:
- Google Analytics [Coded Title Tags]
Google Analytics is highly suited for this purpose since it tracks title tags by default (called “Page Title”).
- Screaming Frog [Coded Title Tags]
People are using the free version to crawl up to 500 URLs
- Search Operators [Displayed Title Tags]
Users can consider the search operator “site: domain” for pulling in the list of title tags.
Getting Down to Brass Tacks
Ideally, it would be best if you chose to persist with overseeing the performance of your website — thereby focusing exclusively on changes in CTR. It is essential to mention following the steps discussed above to determine pages under the new update from Google. This will essentially contribute to optimising the title tags.