By Clint Sanchez · Published · Updated · 3 min read
Quick answer
Google rewrites a page title in search results when its systems decide the title element does not describe the page well, for example when it is half-empty, obsolete, inaccurate, or repeated across many pages. After adjusting its title system, Google said it uses the original title element about 87 percent of the time, up from 80 percent. To keep your title, make it accurate, descriptive, and specific to the page's content.
Key takeaways
- According to Search Engine Land, Google increased its use of the page's own title element from 80% to 87% after adjusting its title system.
- Google says it looks beyond the title element when a page may not be adequately described by its title alone.
- Moz research by Dr. Pete Meyers on title rewrites showed some positive results but not enough to be confident either way.
- Google replaces titles it sees as half-empty, obsolete, inaccurate, or micro-boilerplate repeated across many pages.
- A title unrelated to the content ranks poorly, and a deceptive title draws clicks that leave immediately.
- Google recommends SEOs keep sending feedback on title rewrites.
For a local service page like AC repair Denham Springs, a rewritten title can drop the city or swap it for the business name, and that shows up as a click-through drop in Search Console before anyone notices. Baton Rouge businesses with dozens of location pages sharing one boilerplate title are the most likely to get rewritten, and the most likely to lose the click.
If you want to rank for a keyword, the first thing to do is make sure your page title accurately reflects what your article is about. The more descriptive it is, the better chance you have at ranking higher in the search engine results pages (SERPs).
But, what if Google decides to use a different title than what you gave your article?
In September 2021, after a wave of complaints about rewritten titles, Google adjusted its system and said it was now using the title element as written about 87% of the time, up from 80%. “We’ve seen an increase in the percentage we’re using as is,” Google said.
Why the Increase?
Why the change? “We’ve used text beyond title elements in cases where our systems determine that a page may not be adequately described by its title alone,” Google said. The reasons it listed include empty or half-empty titles, one title reused across a whole site, and titles that do not match the page’s content or language.
Want this handled for you? We build and market websites for Louisiana businesses, and we will tell you honestly if you do not need us.
Are our titles getting better?
The recent changes by Google have been met with mixed reviews. Some SEOs reported that titles were starting to look better after the adjustment, while others saw no significant change in their rankings or organic traffic.
Dr. Pete Meyers at Moz has published research about title rewrites which showed some positive results but not enough for him to be confident one way or another if they’ll ultimately prove beneficial.
Why does this matter?
If you noticed changes to your click-through rate from the Google search results, it may be related to these changes.
Hopefully, those updates are good news for marketers because a win is always better than no victory at all.
If not though, Google said they will keep making improvements and it’s important that SEOs continue providing feedback on title tags as well any other adjustments happening right now so we can work together towards an even more successful future of online marketing campaigns.
How to get it right:
Google’s Search Central help document on title links has a lot of great insights for SEOs to consider when optimizing their website title.
The document also spells out what pushes Google to look beyond your title element: boilerplate titles, keyword stuffing, missing site branding, and titles that no longer match the content after a page is changed.
Make any necessary adjustments so you don’t miss out.
According to Search Engine Land, Google increased its use of the page's own title element from 80% to 87% after adjusting its title system.
How to get it wrong:
If your title is unrelated to the content within, search engines may rank your page low in SERPs. Or worse, if your page title is deceptive and users click on it only to find the content doesn’t fit their search query, they’re likely to leave.
Here are some other instances where Google will omit your title and make up its own:
- Half-empty titles (” | Site Name”)
- Obsolete titles (“2001 admissions criteria – University of the World”)
- Inaccurate titles (“Giant stuffed animals, teddy bears, polar bears – Site Name”)
- Micro-boilerplate titles (“My so-called amazing TV show,” where the same title is used for multiple pages about different seasons)
Conclusion:
Google doesn’t always use your page titles in the SERPs, and it can lead to a lot of confusion for users trying to find what they were looking for.
Their recent changes may have caused you to notice changes to your click-through rate from the Google search results.
Google recommends SEOs continue providing feedback on title tags so we can work together towards an even more successful future of online marketing campaigns.
Have you noticed any changes in your click-through rate from the Google search results?
Would you like to learn how your website has been affected?
We’d love to help you learn more about how to optimize your website’s title tags so you can get it right.
Call, email us, or complete the form below today for more information.
Looking for a real conversation about your business, no sales pitch, no commitment? Book a free 15-minute Discovery Call.
About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
- Firefighter-owned
- IAFF Local 557
Common questions about seo
Why does Google rewrite page titles?
How often does Google use the title I wrote?
What kinds of titles does Google replace?
How do I stop Google from changing my title?
Does a rewritten title affect rankings or clicks?
Your next step, without the guesswork
No surprises, clear next steps, and a fixed price before anything starts.