Google title tag update and the future of meta tags in SEO


Does Google know what the content on your website is about better than you do?

Well, Google certainly thinks so. So, in August 2021, Google launched its title tag update, and Google is now rewriting title tags based on what it considers to be the content of a web page.

Not all site owners are happy with the change. So far, some SEOs have observed Google replaces page titles with h1 tags. Others have seen negative impacts on clicks, such as significant decreases in click-through rates and conversion rates for web pages where Google rewrote page titles.

So if some of these titles are producing worse results, does Google really know better?

Site owners will respond differently based on whether the title tag update has damaged or impaired their SEO performance.

But Google certainly knows much more than i used to. As their NLP technology improvement, the claim that Google knows better it will be even more prevalent in the way our content is promoted to search engines.

Here’s everything you need to know about updating the title tag and what it might tell us about the future of meta tags in SEO.

A brief history of meta tags

Meta tags are snippets of code that help search engine crawlers understand the content on your website.

For the past two decades, SEOs have used meta tags to show Google that your content is relevant to specific keyword queries.

Historically, the meta tags SEOs have used to optimize their pages are:

  • Title tags: Also called the Page Title, this tag provides an overview of the content. This tag also forms the blue, clickable text of your web pages in the SERPs.

Image 1: Example of title tag in HTML. Image 2: Example of title tag in SERPs
  • Meta Descriptions: A description of the content of the page; this tag also appears in the SERP result below the page title. (Google has already been rewriting meta descriptions for the past few years.)
  • Meta Keywords Attribute: Site owners can use this tag to communicate the keywords they expect to rank for. However, due to years of abuse by black hat SEOs, Google no longer uses meta keywords as a ranking factor.
  • Robot labels: These tags tell Google’s crawlers to index the page or ignore it. It also tells the crawlers whether to crawl the links on the page or ignore them.

So even though metadata has always been important in SEO, Google natural language processing Algorithms have become much more advanced over the years.

That means your trackers rely less on meta tags than they used to be.

It’s possible that as Google’s crawlers get more literate, they might one day completely ignore meta tags.

What is the title tag update?

The title tag update is Google’s new system for generating titles for web pages. Based on Google’s history of prioritizing users, they want to produce the best titles that connect search engines with the best content.

In a recent blog post, Google stated that, “Our tests show that the change we have introduced produces titles that are more readable and preferred by search engines.”

Because Google is getting so much better at understanding human language, their crawlers are now able to rewrite your web page title for their SERP results if they deem it appropriate.

Google has gone beyond for several years, but now it also looks for these other items on the page:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Content within the<br /> <h1> and other header tags</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What the user visually sees on the page.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Words with specific font styles or sizes</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Additional text on the page</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Text within links that point to the page.</span></li> </ul> <p><span style="font-weight: 400;">Google has emphasized that when title tags are displayed in SERP, the content within the <strong><title></strong> The label will continue to be used more than 80% of the time. </span></p> <h2><span style="font-weight: 400;">Title Tag Best Practices in the Age of NLP</span></h2> <p><span style="font-weight: 400;">So does it make sense to write optimized page titles if Google is just going to rewrite them anyway?</span></p> <p><span style="font-weight: 400;">Absolutely. We are not yet in a world without meta tags. Taking the time to optimize your HTML tags will continue to produce positive SEO results.</span></p> <p><span style="font-weight: 400;">Here are some page title SEO reminders to keep in mind.</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Include the keyword or keyword phrase that you want the page to rank for. Make sure your keywords appear naturally and avoid keyword glut.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Make sure the page title is unique, relevant, and clickable.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Do not exceed 60 characters. Google will only display the first 60 characters of your title tag. Any higher value will be cut off in your SERP result.</span></li> </ul> <p><img loading="lazy" class="wp-image-192446 size-full aligncenter" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20812%20182'%3E%3C/svg%3E" alt="" width="812" height="182" data-lazy-srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM.png 812w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM-300x67.png 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM-260x58.png 260w" data-lazy-sizes="(max-width: 812px) 100vw, 812px" data-lazy-src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM.png"/><noscript><img loading="lazy" class="wp-image-192446 size-full aligncenter" src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM.png" alt="" width="812" height="182" srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM.png 812w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM-300x67.png 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.58.30-PM-260x58.png 260w" sizes="(max-width: 812px) 100vw, 812px"/></noscript></p> <figure id="attachment_192447" aria-describedby="caption-attachment-192447" style="width: 1136px" class="wp-caption aligncenter"><img loading="lazy" class="wp-image-192447 size-full" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201136%20136'%3E%3C/svg%3E" alt="" width="1136" height="136" data-lazy-srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM.png 1136w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM-300x36.png 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM-900x108.png 900w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM-260x31.png 260w" data-lazy-sizes="(max-width: 1136px) 100vw, 1136px" data-lazy-src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM.png"/><noscript><img loading="lazy" class="wp-image-192447 size-full" src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM.png" alt="" width="1136" height="136" srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM.png 1136w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM-300x36.png 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM-900x108.png 900w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-1.59.35-PM-260x31.png 260w" sizes="(max-width: 1136px) 100vw, 1136px"/></noscript><figcaption id="caption-attachment-192447" class="wp-caption-text">Image 1: Title tag of more than 60 characters cut in SERP result. Image 2: Full title tag</figcaption></figure> <p><span style="font-weight: 400;">Low-quality title tags that are too long, too short, garbled, or full of </span><span style="font-weight: 400;">keywords</span><span style="font-weight: 400;"> they are more likely to be rewritten by Google. </span></p> <p><span style="font-weight: 400;">It’s still worth taking the time to optimize your metadata. Most of the time, Google will show it to search engines.</span></p> <h2><span style="font-weight: 400;">Who benefits the most from the title tag update?</span></h2> <p><span style="font-weight: 400;">The reality is that the Page Title Update will benefit websites with misspelled title tags the most. However, it will also benefit those websites that haven’t taken the time to optimize their metadata but still have high-quality content on the page.</span></p> <p><span style="font-weight: 400;">It may not seem fair for Google to reward sites that haven’t taken the time to shine their metadata, but Google really doesn’t care about fairness. Instead, it is concerned with finding and promoting content with the highest quality and substantial relevance to the user’s query. But of course they also only want to show reputable users, </span><span style="font-weight: 400;">trustworthy websites</span><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">For this reason, focusing on the content of the entirety of your page is also essential to rank higher for your keywords. Additionally, improving the depth and breadth of your content can also help increase the chances that when Google rewrites your title tag, you will get the content right.</span></p> <p><span style="font-weight: 400;">Using </span><span style="font-weight: 400;">content assistant tools</span><span style="font-weight: 400;"> that leveraging NLP technology can help site owners create more relevant and semantically rich content.</span></p> <figure id="attachment_192448" aria-describedby="caption-attachment-192448" style="width: 1920px" class="wp-caption aligncenter"><img loading="lazy" class="wp-image-192448 size-full" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201920%201080'%3E%3C/svg%3E" alt="" width="1920" height="1080" data-lazy-srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM.jpg 1920w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-300x169.jpg 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-900x506.jpg 900w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-260x146.jpg 260w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-1536x864.jpg 1536w" data-lazy-sizes="(max-width: 1920px) 100vw, 1920px" data-lazy-src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM.jpg"/><noscript><img loading="lazy" class="wp-image-192448 size-full" src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM.jpg" alt="" width="1920" height="1080" srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM.jpg 1920w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-300x169.jpg 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-900x506.jpg 900w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-260x146.jpg 260w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-08-23-at-10.26.33-AM-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px"/></noscript><figcaption id="caption-attachment-192448" class="wp-caption-text">Example of a Chrome extension content tool.</figcaption></figure> <p><span style="font-weight: 400;">Using content artificial intelligence tools to improve semantic signals on your own pages can be a really effective strategy to rank the most relevant keywords and in higher positions. </span></p> <p><span style="font-weight: 400;">Google loves detailed, high-quality content. So using tools with machine learning and natural language processing capabilities can help you create more.</span></p> <h2><span style="font-weight: 400;">How Google’s Title Tag Update Hints at the Future of Meta Tags</span></h2> <p><span style="font-weight: 400;">If you’re unhappy with the idea of ​​Google rewriting your title tags, you’re not alone. </span></p> <p><span style="font-weight: 400;">Google has been getting feedback from webmasters and SEO on the update. As a result, it has already implemented changes based on various complaints and concerns.</span></p> <p><span style="font-weight: 400;">But the reality is that meta tags were never a completely democratic way of determining who should classify and who shouldn’t because it’s ready for manipulation. For example, suppose Google was always asked to use the webmaster generated title tag. In that case, those who are not concerned with quality could use the label to elevate their own pages above others, even if the </span><span style="font-weight: 400;">page experience</span><span style="font-weight: 400;"> or the quality of the content is unsatisfactory.</span></p> <p><span style="font-weight: 400;">This is why Google has already gone beyond title tags and meta descriptions to promote web pages for several years. Still, Danny Sullivan recently emphasized that for now, the HTML title tag will be used most of the time.</span></p> <p><img loading="lazy" class="aligncenter wp-image-192452 size-large" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20900%20551'%3E%3C/svg%3E" alt="" width="900" height="551" data-lazy-srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-900x551.png 900w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-300x184.png 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-260x160.png 260w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM.png 964w" data-lazy-sizes="(max-width: 900px) 100vw, 900px" data-lazy-src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-900x551.png"/><noscript><img loading="lazy" class="aligncenter wp-image-192452 size-large" src="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-900x551.png" alt="" width="900" height="551" srcset="https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-900x551.png 900w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-300x184.png 300w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM-260x160.png 260w, https://images.readwrite.com/wp-content/uploads/2021/09/Screen-Shot-2021-09-08-at-2.31.57-PM.png 964w" sizes="(max-width: 900px) 100vw, 900px"/></noscript></p> <p><span style="font-weight: 400;">The future of metadata may change, but it’s because search engine technology is getting even better – with everything SEO related, you’re more likely to get rewarded if you focus on quality.</span></p> <p><em><strong>Image credit: Lukas; Pexels; Thanks!</strong></em></p> <div class="about-author"> <div class="author-info"> <div class="author-avatar col-md-2"> <img alt="" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20125%20125'%3E%3C/svg%3E" data-lazy-srcset="https://secure.gravatar.com/avatar/573b169989f2843f52be545e27948ba7?s=250&d=mm&r=g 2x" class="avatar avatar-125 photo" height="125" width="125" loading="lazy" data-lazy-src="https://secure.gravatar.com/avatar/573b169989f2843f52be545e27948ba7?s=125&d=mm&r=g"/><noscript><img alt="" src="https://secure.gravatar.com/avatar/573b169989f2843f52be545e27948ba7?s=125&d=mm&r=g" srcset="https://secure.gravatar.com/avatar/573b169989f2843f52be545e27948ba7?s=250&d=mm&r=g 2x" class="avatar avatar-125 photo" height="125" width="125" loading="lazy"/></noscript></div> <div class="author-description col-md-10"> <h3 class="author-title">Manick bhan</h3> <h5 class="author-role"> <p>CTO + Founder<br /> </h5> <p class="author-bio"> <p>Manick Bhan is the founder and CTO of LinkGraph, an award-winning SEO and digital marketing agency. 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