I’ve been observing a particular search result and noticed that something wasn’t right. The title element said one thing, but Google displayed another. What may have caused this to occur? Well, I checked to see if the text displayed in the search results was found anywhere else, both on the website itself, and also on other websites that may have been linking to that particular page.
I didn’t find anything. So then I looked for any instance where the phrase itself in the entire Google index. Still nothing.
That left only one conclusion: Google had created their own web page title based on what they thought the page was about. Implications for your website?
Google evidently found the existing title inadequate. A quick search yielded some insight. Google will take your title and if they think it looks too spammy they’ll create their own. This new title element won’t be based on any ODP (open directory project, the title that’s available in any DMOZ.org submissions), but will be based on your web content. Google will try to figure out what the page is about and deliver a title element they see fit.
The implications go beyond the fact the title element you wrote isn’t the one potential visitors see. What’s likely is the notion poorly written titles have a negative consequence on your potential rank for a target keyword, and perhaps even impacting Google’s perception of the entire website.
For example, a website with the title “Calgary bankruptcy lawyer | Calgary Bankruptcy attorney” targeted the first keyword phrase, may be re-written by Google to “Calgary Bankruptcy: Law Office of Me”. Because Google sees ‘Calgary’ twice, and ‘bankruptcy’ twice, they think the title element is redundant (understand, this isn’t a rule, just my observation) and end up creating their own. Even though there are two keyword phrases in that title, they look similar enough.
Because the title element is among the most important on page factors that help you rank for particular keywords, to have that changed to a separate keyword you’re not actively targeting is counterintuitive and also indicative that Google sees your content with less than favorable eyes.
The solution? Rewrite.
Be more concise and less repetitive in your titles. Clarity, conciseness, all combined to deliver the most accurate and useful title to your potential visitors is what GOogle looks for. Keep it under 70 characters and throw in a relevant keyword to help your cause, but don’t keyword stuff, and in the least, don’t keyword stuff the same keyword!