Google has changed the use of titles it used to show in the search results and revealed the actual percentage of change that had undergone.
The company mentioned that 80% of the time was using your chosen HTML title tag. However, recently Google has recorded a seven-point increase using as-is title tags 87% of the time. Google stated that now they are using title elements 87% of the time rather than 80%, which was prevalent earlier.
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Why 87% Use of Titles?
According to Google, some pages provide empty titles, while others use the same title for every page, disregarding the actual content that the site wants to convey. Then, some pages without title elements at all.
At times Google did use texts beyond title elements but, the title elements determined by their system might not always do justice to the page. There are specific reasons why Google might not choose to use your HTML title tag.
Avoid using half-empty titles, obsolete titles, and inaccurate titles. Also, micro-boiler plate titles meaning using the same title for different pages and many more.
See also: Original Page Titles Still Used by Google for Search Ranking
What Can Be Done?
How can you boost the search engine to show your HTML Titles?
According to the guidance given by Google, Invest your time in the creation of unique HTML title elements; those are the ones often chosen by Google.
You can follow the help document recommended mainly for SEOs. Google has invested in designing the changes to help creators realize the minor issues hidden in their titles. Introducing such changes will help them use the title element again. Google is trying to improve markers every day, and this process continues.
Are These Changes Making Everything Better?
Time will determine whether these changes have paved the way for better things or it’s just a failure. There are SEOs who have found the changes to be positive. However, many SEOs are not okay with Google making sudden changes.
Kristine Schachinger, a digital strategist and SEO consultant, has stated here, “It would be great if this is what [Google] was doing but, it’s not what they are doing. They need to stop or give us a way to opt-out. They take out brand names, move brand names, remove pipes, make dashes, take out key terms from several of our good titles, etc. Let us opt-out.”
SEO consultants are worried about such constant changes and their effects. People even considered such changes to be a more conservative approach and transparent. Google is finally listening and making adjustments accordingly.
Dan Nutter, Head of SEO at Clarity At Speed, added here that, “Interesting clarification of Title Tag ‘Update’ stating Google is trying to improve badly constructed or misleading Titles rather than update all your Title tags. Plenty of evidence to suggest that it has not rolled out perfectly (E.g., below), but I’m sure it’ll improve.”
Why Should One Care These Use of Titles Changes?
There are high chances for these changes to leave a positive impact because Google will always want to provide titles that the searchers would like to click. SEOs are still providing feedback to adjust the title tag system and other changes that can play a significant role in search results.
See also: Google Affirms Change In How It Creates Titles For Search Result Listings