Have you ever experienced a sudden change of Title in the Google search? Have you asked yourself why did it happen? Maybe frustrations have gotten into you after logging into your website’s backend only to find out that nothing was changed. Imagine having a website that was already ranking 1st page in Google for a quite some time now then suddenly, though no major ranking changes happened, the website’s Title that had a long tail keyword changes, becoming brand centered with no keywords at all! So why did it happen? Well first of all, here are some of the ideas about Meta Titles:
Title Tags According to Famous SEO Blogs
A Title Tag, is an HTML element that specifies a title of a website. It is the clickable link found in the SERPS that will lead visitors to your site. Majority of SEOs say that the Title and the Meta-description is one of the most important elements of your On-Page Optimization efforts because it is the first thing that a user could see after typing and executing the “enter” button on a search. Primary uses of Title Tags are for Web Searches, Browsers and Social Media Network sharing.
According to MOZ, an optimal Title would include the primary keyword first, the secondary keyword and the brand at the last portion. Also do take notice that although there are no limits to the number of characters, Google usually displays a mere range of 50-60 characters per title on the SERPS. Anything more than 50-60 character limit would be followed by an ellipsis. So, if Google already has these parameters to follow how do they decide on which Title to show?
What Google Wants
If you have watched the video, a random guy asks Google: “What criteria does Google use to change the <title> it shows in the SERPS depending on the query?” According to former Google Search programmer Matt Cutts’, whenever Google looks for a Title, what they look for is a “title” that has a concise description of the page which is also relevant to the query.
Their criteria should be guided by the following:
- It should be something that's relatively short.
- It has good description of the page and the site where the page is on.
- It should be relevant to the query.
If you will meet all the criteria given by Cutts’, you will be fit to use your own title because if It doesn’t meet the standards, a user could think that the query doesn’t match your title. In this scenario, Google will be the one to decide which Title to use. It can be from a content on your page, from the content of the links pointing to your page or from the MOZ directory project.
What Should you Do?
As an SEO specialist, if you want to have your own Title displayed on the SERPS, you should:
- Make sure that your title and Meta-description are concise.
- If they are already concise, make sure that the title is relevant to your page.
- Lastly, make sure that they are relevant to the query itself.
If the conditions are not met, you should re-asses the content and chosen keyword themselves. If needed, you can rephrase your site’s contents or at least add keywords to it to make it relevant. Just be careful not to add too much keywords otherwise, you’d be keyword stuffing your Metadata.