Recently we have noticed that Google has started changing titles in SERPs. Even now, Google has confirmed the titles change update.
As a result, many businesses saw a massive drop in CTR and hence traffic. The reason was that as the title changed, those pages seemed to be irrelevant to the queries.
It’s undoubtedly bad news for bloggers and website owners.
But here is my opinion. Let’s see;
- What actually has changed?
- How we can improve our webpages for future?
But before that let’s try to digest why Google is giving changed titles a try.
Why is Google trying to rewrite titles?
To help you understand what Google is doing and why? Let’s see this example.
WordStream offers a (limited) free keyword research tool. They secure an excellent position for the keyword “free keyword research tool”. It’s been great for a long.
But in the recent change, they said, the title was rewritten from “Free Keyword Research Tool” to “Learn About Free Keyword Research Tool”.
Google picked another heading from the page, and it started appearing as a title.
(In my opinion) Google is trying to understand the whole webpage as a whole and wants to know what actually that page is speaking about.
WordStream has written an in-depth article just under the Tool. It has a lot of information (that users never read). But Google thought it’s an informational page instead.
Indeed WordStream must be doing to add more and more relevant keywords, but on a large scale made it an informational page instead of a tool.
A tools page must not have such a long article unless it’s a guide to use the Tool.
Similarly, I have seen many other changes in my different searches. Again, the change is to present a more relevant title to the user so that the user must know what exactly the user will see on the webpage.
What can we do about it?
This is the most important question regarding this Title Rewrite Update.
What do we need to do so that we don’t suffer it long?
Here are a few things that I will implement in my next articles.
- Stay highly relevant to the query.
- Don’t stuff many topics in one article.
Stay highly relevant to the query:
Taking the example of WordStream once again, they changed the sub-heading that appeared as the main title. Then, they submitted a request in Google Search Console to index the updated page, and the title in SERP got changed. And it helped them recover from the significant loss.
But it might not help in the upcoming years. Google might show more specific titles in the future.
So businesses that are offering apps and tools should not add irrelevant text on the page. Instead, they should be specific about the Tool. For example, they can add a user guide to target other keywords.
Besides this, Google is focusing more on anchors we use for a specific webpage.
That means people might not need to stuff keywords on the pages; instead, they can optimize it on the anchors.
Let’s say if many websites are using different keywords for a tool or an app. It will help Google understand the page and prepare a more relevant title based on all keywords.
The other lesson I learned is that Google wants businesses to be specific. So if someone is looking for a particular thing about the topic, it’s time to be pretty clear or at least add information that a user must be interested in.
For instance, If someone searches “What are spam emails”. The guy must be interested in learning to identify spam emails and how to stop them.
So if it’s highly relevant, that’s great; otherwise, it’s better to keep the webpage exact for the query.