The largest search engine Google recently confirmed that it is updating the way it generates web page titles in search result listings, because one of the major ways people use to decide which search results might be relevant to their query is by reviewing the titles of listed web pages. For this, Google Search works hard so that it can provide the best titles for documents in its results. It also helps to connect searchers with the content that creators, publishers, businesses, and others have produced. Reliable organic SEO companies keep abreast with all new updates from Google and let their clients know about this too.
Title tags have a significant role in that they enable users as well as search engines to understand what information will be available when a user clicks on a link or page. It also functions to establish the need of the web page because of a search query. According to Google, more than 80% of the time, the HTML title tags are still the primary way it produces titles. That is, of all the ways Google generate titles – for 80% of the results – the content from HTML title tags is still by far the most likely used.
So, What Changed with the New Update and Why?
Before the update, Google often used the query the searcher entered into the search box to generate the title of the search result snippets. But now with the new update, Google no longer uses the query when generating these titles. Google’s Danny Sullivan has formally confirmed that Google is updating the way it generates web page titles in search results. With the new system, Google is producing titles that work better for documents overall – that is, to describe what they are about, regardless of the query.
Apart from this change – that is going beyond HTML text to create titles for over a decade – the new update is making even more use of text that humans can see when they arrive at a web page. By using style treatments, Google considers the main visual title/headline displayed on a page, content that is prominent, and content that site owners place within <H1> tags or other header tags.
One may still wonder why not just always use the HTML title tag. A major reason for that is, HTML title tags don’t always describe a page well; in particular, title tags can sometimes be:
- Very long
- Stuffed with keywords
- Lack title tags entirely or contain repetitive “boilerplate” language
However, with the new update, more readable and accessible titles for pages can be produced and for some cases, site names might get added as it is seen as helpful. We can also select the most relevant portion of an extremely long title rather than starting at the beginning and shortening more useful parts.
But then, even if Google is taking a different approach in generating web page titles, it doesn’t make optimizing HTML title tags any less important, says Sullivan. The main advice of Google is to focus on creating great HTML title tags as these remain valid.
Google keeps working to make it even better over time, and as with any system, the titles Google generates won’t always be perfect. So, to make it optimal, Google – which is already making refinements to the new title system “based on feedback” – welcomes any feedback in their forums.
This in fact, might lead to more controls within Google Search Console for users to manage their titles in the Google search results better. If you’re still wondering whether it’s worth your time to create unique titles for your pages, the answer is YES!
To get help with the latest Google updates, you can rely on an experienced digital marketing company in New York that remains up to date with all the latest Google launches and updates.