Google’s current swap to relying much less on title tags to generate SERP titles prompted a stir within the search engine marketing trade in August and September. The suggestions from SEOs has been fairly harsh. There’s no surprise, given a number of the preliminary failures of the brand new system.

Right here’s one of many worst title tag rewrites that I’ve seen:

Right here’s the precise title tag for good measure:

HM Revenue and Customs title tag

Google made some changes to the preliminary replace and now claims that it makes use of the title tag round 87% of the time. We’ve got the info to confirm or disprove these claims, in order that’s what we did.

We analyzed the SERP titles and title tags for 953,276 pages rating within the high 10 outcomes to achieve invaluable insights.

Right here they’re, beginning with a little bit of a shocking statistic.

7.4% of top-ranking pages don’t have a title tag

I anticipated that the majority pages rating within the high 10 search outcomes would have a title tag. Lacking title tags in 7.4% of pages rating within the high 10 outcomes looks as if a fairly excessive quantity.

Pie chart showing 7.4% of top-ranking pages have no title tags

So, for the overwhelming majority of pages with title tags, how typically does Google rewrite them?

Google rewrites title tags 33.4% of the time

Utilizing the title tag solely 66.6% of the time is kind of a distinction from the 87% that Google claims. However as with most issues, the satan is within the particulars (pun meant).

Pie chart showing Google uses title tags 66.6% of the time, rewrites them 33.4% of the time

Based mostly on our methodology, we thought of minor discrepancies between title tags and SERP titles as a match. It is because slight variations in punctuation and the addition of name names have all the time been frequent. If we had been to contemplate solely 100% matches, then the rewrite fee can be a lot increased.

However, we solely thought of matches if Google saved the remainder of the phrases in the identical order. And this is considered one of Google’s earlier statements:

Of all of the methods we generate titles, content material from HTML title tags continues to be by far the almost certainly used, greater than 80% of the time.

This might imply that Google considers a match when the phrase order is modified. Or I may be simply overthinking it.

Anyway, what you need to care about most is how these modifications have an effect on your pages. For instance, Google presently rewrites 31.6% (1,314 instances of 4,162 pages) of the title tags on

Page explorer report showing data on page and SERP titles that don't match

You’ll discover this within the Web page explorer report in Ahrefs’ Website Audit.

Google is now 33% extra prone to rewrite title tags

Google’s been producing its personal SERP titles and descriptions for a very long time. However whereas we’ve all obtained used to meta descriptions getting rewritten 62.78% of the time, title tags had been all the time extra secure, and the modifications weren’t so important.

Nonetheless, once we in contrast SERP titles for pages with unchanged title tags between June and September 2021, we discovered that Google rewrites them far more than earlier than:


Title matching fee is comparable for fat-head and long-tail key phrases

Google claims that it now rewrites title tags whatever the search question, i.e., the title ought to keep the identical throughout all SERPs.

My speculation is that if this didn’t maintain true, Google can be extra prone to generate its personal titles for long-tail key phrases. That’s as a result of there’s far more variability in search intent in comparison with the primary key phrases folks attempt to rank for.

We will verify that there’s certainly not a major distinction for title technology between long-tail and fat-head key phrases:

Bar chart showing title matching rate is comparable for fat-head (32.58%) and long-tail (33.67%) keywords

Remember that the info here’s a proxy to what Google claims, not proof. Evaluating titles of the identical web page throughout SERPs could seem to be a greater choice, but it surely additionally has its personal intricacies (time, location, personalization).

When Google ignores the title tag, it makes use of H1 50.76% of the time as an alternative

Headings are an apparent place to search for various SERP titles. And in instances the place the SERP title and title tag differ, our information exhibits that Google pulls the SERP title from the H1 tag 50.76% of the time, the H2 tag 2.02% of the time, and a mix of H1 and H2 tags 1.31% of the time.

Pie chart showing Google most likely uses H1 when it ignores title tag

That leaves us with 45.91% of instances unaccounted for. In line with Google, these SERP titles can even come from:

  • Different content material that’s giant and distinguished by way of using fashion remedies.
  • Different textual content contained on the web page.
  • Anchor textual content on the web page.
  • Texts inside hyperlinks that time to the web page.

After some particular “other” instances, we got here to the conclusion that Google would possibly typically mix a number of components collectively to create a coherent title. Nonetheless, that’s purely our speculation primarily based on a couple of examples.

Google is 57% extra prone to rewrite title tags which might be too lengthy

Google used to rewrite titles over 600px 29.45% of the time. Now it’s 46.12% of the time—a 56.6% enhance.

Bar chart showing Google is 57% more likely to rewrite title tags over 600px now

So, if you wish to enhance your likelihood of Google utilizing your title tag, be certain that to suit inside 600px size, which is the restrict for what SERPs can show. However the extra helpful rule of thumb is to maintain your titles inside 60 characters.

You possibly can test which pages have longer titles after crawling your web site with Ahrefs’ Website Audit:

Site Audits' All issues report

Ultimate ideas? Maintain observe of SERP title modifications in your most essential pages

Prevention is all the time higher than treatment. Meaning attempting to craft the very best titles potential to reduce the possibilities of Google rewriting them. Getting a few of your titles rewritten is inevitable, although. And you need to hold observe of these instances.

Once more, Website Audit will assist you with that (it’s free in Ahrefs Webmaster Instruments). After you crawl your web site, head over to the Web page explorer. In there, select the preset filter “Page and SERP titles do not match,” click on on “Advanced filter,” and rule out minor title modifications that solely contain truncation or including your model identify:

Page explorer with advanced filter applied

Click on “Apply,” then kind the desk under by natural visitors to point out title modifications that could possibly be having essentially the most impression:

Table in Page explorer sorted by organic traffic

If a title change appears problematic, test the modifications in CTR in Google Search Console. Then resolve on the right way to repair the title tag. Does it align with the prevalent search intent of the primary key phrases? Is it updated? Is it too clickbaity or spammy?

That’s all we will do to combat towards Google rewriting the title tags.

Ping me on Twitter if in case you have any questions or feedback.