You set a title for your page, but Google shows something different. Sometimes it is a heading from the text. Sometimes it is your company name with part of the title after it. If you have seen this, you are not alone.
Since August 2021, Google more often chooses for itself which title appears above your page in the search results. That can feel like a loss of control, but there is a lot you can do about it. In this article you will read why Google does this, how to write titles that stay in place and how to see in Search Console where things go wrong.
What has changed in the search results
The title above a search result is also known as the title tag. This is a piece of code in your page. Visitors do not see it on the page itself, but they do see it in Google and in their browser tab.
Until recently, Google used your title tag word for word in many cases. Now Google looks more widely. The system also picks up the H1 heading, other headings, text on the page and sometimes even the text of links pointing to your page. It then chooses whatever best fits the search query.
It is important to know that your title tag still matters. Google itself says it still uses it in most cases. A rewritten title is also not a penalty. It simply means Google thinks a different title explains better what your page is about.
Why Google rewrites your title
Google wants the title to describe honestly what is on the page. If Google feels your title does not do that well, it adjusts it. A few patterns come up often.
- The title is too long. Google only shows a limited number of characters. A long title gets cut off, and Google then prefers to pick a shorter version.
- The title is stuffed with keywords. A list such as “Buy shoes, cheap shoes, shoes online” does not read like a real title.
- All pages have the same title. If you use only your company name or the same sentence everywhere, the title says nothing about the page itself.
- The title does not match the content. If your title tag says something different from your H1 heading, Google has to guess which of the two is right.
- The title is empty or generic. Think of “Home” or “Untitled” or a name that your CMS fills in automatically.
You can see the pattern: Google rarely needs to step in when a title is short, unique and clear.
How to write titles that Google leaves alone
You cannot force Google to show your title. You can, however, improve the odds considerably. These are the rules of thumb we use.
Write a unique title for each page. Every page has its own purpose, so every page needs its own title.
Aim for roughly 50 to 60 characters. This is a range, not a hard limit. What actually counts is the width in pixels, and a wide letter such as W takes up more space than a narrow i. If you stay around 60 characters, your title is usually not cut off.
Put the most important word first. Readers scan quickly. If your topic comes first, they see straight away whether your page matches their question. And if the title does get cut off, you do not lose the most important part.
Make sure the title and the H1 heading tell the same story. They do not have to be identical. The H1 is the main heading on the page itself, and it can be a little longer and more natural in tone. But they must be about the same thing. A title about “accounting software for freelancers” with an H1 about “Our services” causes confusion.
Use your brand name sparingly. Putting your company name at the end is fine. If you put it first or repeat it, you lose space for what the page actually offers.
Write for people. A good title promises something the page delivers. That earns clicks and satisfied visitors.
An example from practice
Suppose you have a webshop selling garden furniture. Your category page for lounge sets has the title tag “Garden furniture | Lounge sets | Garden chairs | Parasols | Webshop”. The H1 heading on the page is “Lounge sets for the garden”.
In Google you suddenly see “Lounge sets for the garden – Your Garden Shop”. Google has used your H1, because the title tag is a list that does not really describe what the page does.
What do you do now? You write a new title that fits the page, for example “Buy lounge sets for your garden | Your Garden Shop”. It is short, starts with the main topic and matches the H1. There is a good chance Google will now leave this title in place.
Sometimes the rewritten title even turns out better than your own version. In that case you can adopt it as your new title tag. That way Google also teaches you something: it shows how a visitor reads your page.
How to check this in Search Console
Search Console is Google’s free tool that shows how your site performs in the search results. You do not need any special knowledge to use it. With these steps you can quickly find the pages where there is something to gain.
- In Search Console, open the Performance report and select the search results from the past three months.
- In the view settings, switch on Pages and sort by impressions. An impression is every time your page appeared in the search results.
- Look for pages with many impressions and a low CTR. This is the percentage of people who click after an impression.
- Search for these pages yourself in Google, using a query they appear for. If you see a different title from the one you set, you know Google is rewriting it.
- Adjust the title tag and the meta description. This is the short text beneath the title. After a few weeks, check whether the CTR improves.
Be patient. It can take a while before Google picks up your change. And do not change ten things at once, or you will not know later what worked. Start with the pages that deliver the most, such as your main services or products.
Frequently asked questions
Can I prevent Google from rewriting my title?
No, not entirely. You can reduce the likelihood with a short, unique title that matches your H1 heading and the content of the page. Then Google has little reason to step in.
Is a rewritten title bad for my position in Google?
Not necessarily. A different title in the search results does not mean you rank lower. It can affect how many people click, though. That is why it pays to check whether the title shown still fits your page well.
Do I need to change all my titles straight away?
No. Start with the pages that have many impressions and few clicks, and with pages where your title is too long or too generic. That way you spend your time where the difference is greatest.
Book a free 30-minute introductory meeting
Would you like to know how your pages currently appear in Google and which titles deserve attention first? Then book a free 30-minute introductory meeting with Adventio Marketing in Amersfoort. Together we will look at your most important pages and give you practical tips you can apply straight away. No obligations and no jargon.
