A week after Google made a change to the titles it produces in its search results, the search company confirmed it actually did make these changes. I mean, why didn’t Google just write about it when they first noticed it, did they think we wouldn’t notice?
Google said “last week, we introduced a new system of generating titles for web pages.” Yea, we first covered this title change a week ago last Tuesday, August 17th. Google did confirm the changes on Twitter but only after the SEO community was like, whoa – what did you do to my titles Google?
I then emailed some questions to Google a few days ago, Google’s Danny Sullivan answered all of them in this official blog post.
In any event, there are few super interesting things that Google said about this change that I wanted to highlight.
Not Using Queries
The biggest change, I think here, is that Google said it generally will not be using the searcher’s query – what the searcher entered into the search box – to produce the title for the search result. Google wrote “before this, titles might change based on the query issued. This generally will no longer happen with our new system. This is because we think our new system is producing titles that work better for documents overall, to describe what they are about, regardless of the particular query.”
The title Google uses for your page now won’t be dynamic based on the query – which is a big change.
Titles Still Important
Google said for 80% of the titles they use in the search results, those are pulled from the HTML title tag still. The other 20% may be from the header tags or other areas of the visible content on the page. Google said “Of all the ways we generate titles, content from HTML title tags is still by far the most likely used, more than 80% of the time.”
So don’t stop making Google titles.
Headers Are More Important Now
When that listing is part of the 20%, it seems like Google is putting more emphasis on the header tags, H1s, H2s, etc. Google said “We consider the main visual title or headline shown on a page, content that site owners often place within H1 tags, within other header tags, or which is made large and prominent through the use of style treatments.”
