NIXsolutions: Changes in Titles Generating for Google SERPs

The Google search engine has improved the recently launched system for generating page titles in search results, as well as revealed new details about how it works.

Significantly, these changes were implemented based on feedback received from a large number of industry experts.


Most commonly used elements

According to Google’s own statistics, the original title tags are used 87% of the time today, not 80% as it was some time ago.

Why not 100% of the time? According to Google, a different title text is used when the content of the title element does not describe a particular web page well enough.

In addition, some web pages have empty title tags, others have the same title tags, and still others have no title elements at all. That is why the Google search engine independently generates headings for them.

In the case of semi-empty title tags, title tags or other prominent text presented on the web page are used, says Internet-Technologies.


Source text:

| Site Name

Variant generated by google search engine:

Product Name | Site Name

Among other things, title titles may be obsolete. A similar problem occurs if the information provided on a web page has been used for years, but the title is specified for a specific year. For example, 2020.


Source text:

2020 admissions criteria – University of Awesome

Variant generated by google search engine:

2021 admissions criteria – University of Awesome

Example of inconsistency with page content

Source text:

Giant stuffed animals, teddy bears, polar bears – Site Name

Variant generated by google search engine:

Stuffed animals – Site Name

Where can I find official guidelines?

NIXsolutions reminds that the key recommendations for site owners remain standard: they are listed in the official reference guide. The most important point is to create really high quality content for the title tag. This is exactly what Google uses the most.

Today, Google experts continue to work actively to improve this system.