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Google Shows How to Control Titles in Search Results

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Google Search Central added a new developer support page that offers tips on how to control the site title that Google uses in the search results. The new support page offers a best practices for influencing and controlling the title links.

Title Link

The support page defines the title that is seen in the search results as a title link. The title link generally originates from what a publisher uses in the title tag.

However Google can change the title link to something else. Some publishers and others in the SEO community have reported that traffic from the search results declines when Google changes the title tag displayed as a title link.

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Title Links Best Practices

Google offers seven best practices for writing title tags that will influence what Google shows in the search results.

Seven Title Tag Best Practices

1. Make sure every page has a title tag.

2. Write concise title tags that describe what the web page is about. Google adds that this also means avoiding vague descriptions such as Home Page or Profile.

3. Avoid keyword stuffing.

4. Avoid boilerplate that is repeated across the site.

5. Branding phrases are okay until they become boilerplate. It’s acceptable to use branding phrases on the home page (like, “a place for people to meet and mingle”) but Google cautions against repeating the branding phrase on many other pages.

6. Google sometimes uses what’s in the heading elements in the title links. Because of that, Google advises the use of a distinctive headline, which is usually contained in an H1 or H2 heading element at the top of the page.

According to Google:

“Google looks at various sources when creating title links, including the main visual title, heading elements, and other large and prominent text, and it can be confusing if multiple headlines carry the same visual weight and prominence.

Consider ensuring that your main headline is distinctive from other text on a page and stands out as being the most prominent on the page (for example, using a larger font, putting the headline in the first visible

element on the page, etc).”

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