{"id":136604,"date":"2021-11-16T11:00:22","date_gmt":"2021-11-16T16:00:22","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=136604"},"modified":"2023-05-12T08:34:56","modified_gmt":"2023-05-12T13:34:56","slug":"title-tags-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/title-tags-study\/","title":{"rendered":"6 Important Insights About Title Tags (953,276 Pages Studied)"},"content":{"rendered":"\n<div class=\"intro-txt\">Google\u2019s recent switch to relying less on title tags to generate SERP titles caused a stir in the SEO industry in August and September. The feedback from SEOs has been rather harsh. There\u2019s no wonder, given some of the initial failures of the new system.<\/div>\n\n\n\n<p>Here\u2019s one of the worst title tag rewrites that I\u2019ve&nbsp;seen:<\/p>\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Great example of Google rewriting the title tag and getting it very wrong<br><br>For non UK folk, the HMRC is the UK tax collectors <a href=\"https:\/\/t.co\/YbpWaEmSjo\">pic.twitter.com\/YbpWaEmSjo<\/a><\/p>\u2014 Charles Meaden (@charlesmeaden) <a href=\"https:\/\/twitter.com\/charlesmeaden\/status\/1434886965376294918?ref_src=twsrc%5Etfw\">September 6,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<p>Here\u2019s the actual title&nbsp;tag for good measure:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/1-revenue-customs-title-tag.png\" alt=\"HM Revenue and Customs title tag\"><\/figure>\n<\/div>\n\n\n<p>Google made some adjustments to the initial <a href=\"https:\/\/ahrefs.com\/google-algorithm-updates\">update<\/a> and now <a href=\"https:\/\/developers.google.com\/search\/blog\/2021\/09\/more-info-about-titles#title-elements-are-used-the-most\">claims that it uses the title tag around 87% of the time<\/a>. We have the data to verify or disprove these claims, so that\u2019s what we&nbsp;did.<\/p>\n\n\n\n<p>We analyzed the SERP titles and title tags for 953,276 pages ranking in the top 10 results to gain valuable insights.<\/p>\n\n\n\n<p>Here they are, starting with a bit of a surprising statistic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">7.4% of top-ranking pages don\u2019t have a title&nbsp;tag<\/h2>\n\n\n\n<p>I expected that almost all pages ranking in the top 10 search results would have a title tag. Missing title tags in 7.4% of pages ranking in the top 10 results seems like a rather high number.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/2-top-ranking-pages-no-title-tags.png\" alt=\"Pie chart showing 7.4% of top-ranking pages have no title tags\"><\/figure>\n<\/div>\n\n\n<p>So, for the vast majority of pages with title tags, how often does Google rewrite them?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google rewrites title tags 33.4% of the&nbsp;time<\/h2>\n\n\n\n<p>Using the title tag only 66.6% of the time is quite a difference from the 87% that Google claims. But as with most things, the devil is in the details (pun intended).<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/3-google-rewrites-title-tags.png\" alt=\"Pie chart showing Google uses title tags 66.6% of the time, rewrites them 33.4% of the time\"><\/figure>\n<\/div>\n\n\n<p><a href=\"https:\/\/docs.google.com\/document\/d\/1Ck0S7sbKuKeiYvmOr24I5Td-YIU5ZQ3RQrjDast4fU0\/edit?usp=sharing\">Based on our methodology<\/a>, we considered minor discrepancies between title tags and SERP titles as a match. This is because slight variations in punctuation and the addition of brand names have always been common. If we were to consider only 100% matches, then the rewrite rate would be much higher.<\/p>\n\n\n\n<p>On the other hand, we only considered matches if Google kept the rest of the words in the same order. And <a href=\"https:\/\/developers.google.com\/search\/blog\/2021\/08\/update-to-generating-page-titles#a-focus-on-good-html-title-tags-remains-valid\">this<\/a>&nbsp;is one of Google\u2019s earlier statements:<\/p>\n\n\n\n<blockquote>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&nbsp;time.<\/blockquote>\n\n<p>This could mean that Google considers a match when the word order is changed. Or I might be just overthinking it.<\/p>\n\n\n\n<p>Anyway, what you should care about most is how these changes affect your pages. For example, Google currently rewrites 31.6% (1,314 cases of 4,162 pages) of the title tags on ahrefs.com:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/4-page-explorer-crawl-history.png\" alt=\"Page explorer report showing data on page and SERP titles that don't match\"><\/p>\n\n\n\n<p>You\u2019ll find this in the <strong>Page explorer<\/strong>&nbsp;report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google is now 33% more likely to rewrite title&nbsp;tags<\/h2>\n\n\n\n<p>Google\u2019s been generating its own SERP titles and descriptions for a long time. But while we\u2019ve all got used to <a href=\"https:\/\/ahrefs.com\/blog\/meta-description-study\/\">meta descriptions getting rewritten 62.78% of the time<\/a>, title tags were always more stable, and the changes weren\u2019t so significant.<\/p>\n\n\n\n<p>However, when we compared SERP titles for pages with unchanged title tags between June and September 2021, we found that Google rewrites them way more than before:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/5-google-likely-rewrite-title-tags.png\" alt=\"Bar chart showing Google is 33% more likely to rewrite title tags now\"><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Title matching rate is comparable for fat-head and long-tail keywords<\/h2>\n\n\n\n<p><a href=\"https:\/\/developers.google.com\/search\/blog\/2021\/08\/update-to-generating-page-titles#how-titles-are-generated\">Google claims<\/a>&nbsp;that it now rewrites title tags regardless of the search query, i.e., the title should stay the same across all&nbsp;SERPs.<\/p>\n\n\n\n<p>My hypothesis is that if this didn\u2019t hold true, Google would be more likely to generate its own titles for <a href=\"https:\/\/ahrefs.com\/blog\/long-tail-keywords\/\">long-tail keywords<\/a>.&nbsp;That\u2019s because there\u2019s much more variability in <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>&nbsp;compared to the main keywords people try to rank&nbsp;for.<\/p>\n\n\n\n<p>We can confirm that there\u2019s indeed not a significant difference for title generation between long-tail and fat-head keywords:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/6-title-matching-rate-comparable-fat-head-long-tail.png\" alt=\"Bar chart showing title matching rate is comparable for fat-head (32.58%) and long-tail (33.67%) keywords\"><\/figure>\n<\/div>\n\n\n<p>Keep in mind that the data here is a proxy to what Google claims, not proof. Comparing titles of the same page across SERPs may seem like a better option, but it also has its own intricacies (time, location, personalization).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When Google ignores the title tag, it uses H1 50.76% of the time instead<\/h2>\n\n\n\n<p>Headings are an obvious place to look for alternative SERP titles. And in cases where the SERP title and title tag differ, our data shows 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 combination of H1 and H2 tags 1.31% of the&nbsp;time.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/7-google-ignores-title-tag-uses-h1.png\" alt=\"Pie chart showing Google most likely uses H1 when it ignores title tag\"><\/figure>\n<\/div>\n\n\n<p>That leaves us with 45.91% of cases unaccounted for. <a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/title-link#how-title-links-in-google-search-are-created\">According to Google<\/a>, these SERP titles can also come&nbsp;from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Other content that\u2019s large and prominent through the use of style treatments.<\/li>\n<li>Other text contained on the&nbsp;page.<\/li>\n<li>Anchor text on the&nbsp;page.<\/li>\n<li>Texts within links that point to the&nbsp;page.<\/li>\n<\/ul>\n\n\n\n<p>After looking at some specific \u201cother\u201d cases, we came to the conclusion that Google might often combine multiple elements together to create a coherent title. However, that\u2019s purely our hypothesis based on a few examples.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google is 57% more likely to rewrite title tags that are too&nbsp;long<\/h2>\n\n<p>Google used to rewrite titles over 600px 29.45% of the time. Now it\u2019s 46.12% of the time\u2014a 56.6% increase.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/9-google-likely-rewrite-tags-over-600px.png\" alt=\"Bar chart showing Google is 57% more likely to rewrite title tags over 600px now\"><\/figure>\n<\/div>\n\n\n<p>So, if you want to increase your chance of Google using your title tag, make sure to fit within 600px length, which is the limit for what SERPs can display. But the more useful rule of thumb is to keep your titles within 60 characters.<\/p>\n\n\n\n<p>You can check which pages have longer titles after crawling your website with Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/10-site-audit-all-issues.png\" alt=\"Site Audits' All issues report\"><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Final thoughts? Keep track of SERP title changes on your most important pages<\/h2>\n\n\n\n<p>Prevention is always better than cure. That means trying to <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">craft the best titles possible<\/a>&nbsp;to minimize the chances of Google rewriting them. Getting some of your titles rewritten is inevitable, though. And you should keep track of those&nbsp;cases.<\/p>\n\n\n\n<p>Again, <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>&nbsp;will help you with that (it\u2019s free in <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>). After you crawl your website, head over to the <strong>Page explorer<\/strong>. In there, choose the preset filter \u201cPage and SERP titles do not match,\u201d click on \u201cAdvanced filter,\u201d and rule out minor title changes that only involve truncation or adding your brand&nbsp;name:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/11-page-explorer-advanced-filter.png\" alt=\"Page explorer with advanced filter applied\"><\/figure>\n<\/div>\n\n\n<p>Click \u201cApply,\u201d then sort the table below by organic traffic to show title changes that could be having the most impact:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/12-page-explorer-results-by-organic-traffic.jpg\" alt=\"Table in Page explorer sorted by organic traffic\"><\/figure>\n<\/div>\n\n\n<p>If a title change seems problematic, check the changes in CTR in Google Search Console. Then decide on how to fix the title tag. Does it align with the prevalent search intent of the main keywords? Is it up to date? Is it too clickbaity or spammy?<\/p>\n\n\n\n<p>That\u2019s all we can do to fight against Google rewriting the title&nbsp;tags.<\/p>\n\n\n\n<p>Ping me <a href=\"https:\/\/twitter.com\/michalpecanek\">on Twitter<\/a>&nbsp;if you have any questions or comments.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Here\u2019s one of the worst title tag rewrites that I\u2019ve&nbsp;seen: Great example of Google rewriting the title tag and getting it very&nbsp;wrong For non UK folk, the HMRC is the UK tax collectors pic.twitter.com\/YbpWaEmSjo \u2014 Charles Meaden (@charlesmeaden) September<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":136659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414],"tags":[],"coauthors":[375],"class_list":["post-136604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>6 Important Insights About Title Tags (953,276 Pages Studied)<\/title>\n<meta name=\"description\" content=\"We analyzed the SERP titles and title tags for 953,276 pages ranking in the top 10 results. Here&#039;s what we learned.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/title-tags-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Important Insights About Title Tags (953,276 Pages Studied)\" \/>\n<meta property=\"og:description\" content=\"Here&#039;s what we learned.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/title-tags-study\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-16T16:00:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-12T13:34:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/11\/fb_title_tags_study.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michal Pec\u00e1nek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Here&#039;s what we learned.\" \/>\n<meta name=\"twitter:creator\" content=\"@michalpecanek\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/\"},\"author\":{\"name\":\"Michal Pec\u00e1nek\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/b66ba944c48e71d0abac1af2f11265ec\"},\"headline\":\"6 Important Insights About Title Tags (953,276 Pages Studied)\",\"datePublished\":\"2021-11-16T16:00:22+00:00\",\"dateModified\":\"2023-05-12T13:34:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/\"},\"wordCount\":1055,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/11\\\/fb_title_tags_study.png\",\"articleSection\":[\"Data &amp; Studies\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/\",\"name\":\"6 Important Insights About Title Tags (953,276 Pages Studied)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/title-tags-study\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/11\\\/fb_title_tags_study.png\",\"datePublished\":\"2021-11-16T16:00:22+00:00\",\"dateModified\":\"2023-05-12T13:34:56+00:00\",\"description\":\"We analyzed the SERP titles and title tags for 953,276 pages ranking in the top 10 results. 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