In cases where Google decides that the existing Title is either “written too badly” or “unfitting” compared to the content of the page and/or the users specific search request, they will not show this title in the SERPs (Search Engine Result Pages) but replace it text of Google’s choosing.
Why does Google change the content of my title tags?
If Google changes the text or text paragraph in the title-element, it should have a positive impact on the general Click-Though-Rate of the website. Even if the page title is optimised, Google may decide to change it for a number of reasons.
Anytime that Google believes that changing the title can increase the relevancy of the search results or the user satisfaction they may algorithmically changes single words or even whole page titles. Doing so, Google will always take the search intention of the user as well as the actual keyword the user is searching for into consideration.
Example for a page title replaced by Google
If you search for the keyword [bridge builder 2], a simulation videogame, you are either posing a transactional or informational search request to Google. Transactional stands for the clear intent to buy something, while an informational search seeks knowledge or research.
In the fourth organic ranking position you currently find the following result:
In this case, Google shows a changed page title. The title-element in the source code is:
Bridge Builder 2 im Test. Brückenbau-Simulator mit Suchtfaktor! Brückenbau-Simulator.de
In this case the page title of the search result has been changed by Google – if you look at the HTML source-code of the page you can see the following:
This title is much longer. In this case, Google has decided that, when searching for [bridge builder 2], neither the information “test” nor the promotional call-to-action within the tile are relevant for the user. Instead they moved the users search phrase to the beginning of the title, followed by a sentence which was taken from one of the headlines on the page.
Note on the Video-Thumbnail: The video preview picture in the screenshot is not responsible for the change in page title by Google. This so called Video-Rich-Snippet can easily be achieved on your own page by using schema.org and marking video-elements on your page.
How can I alter this behaviour by Google, so my page title will not be changed?
The most correct answer would be „You cannot“, as it always depends on the actual search request. But remember:
- do not write a title that is too long
- do not write duplicate titles
- do not write a generic or very general page title
We have algorithms designed to present the best possible result titles. This change will show a more succinct title for results where the current title is so long that it gets truncated. We’ll only do this when the new, shorter title is just as accurate as the old one.Google Webmaster Help
In some cases Google will only change the page title in such a way that the domain- or brandname shows up in the title of the search result.
Tool for optimizing the meta-description
Optimise the title and the meta-description of your page to generate as many clicks for your search result as possible. The SERP Snippet-Generator gives you a preview of how other users see your page in the search results.