Google is improving its Search results to show you content that is more relevant by introducing a new system of generating titles for web pages. The primary focus for Google going beyond HTML title tags to rank results. Google is making use of text that humans can visually see when they arrive at a web page to list websites to a search query.
The need to look beyond HTML tags for search results is important because Google says HTML title tags don’t always describe a page well. This is because title tags can be “very long, “Stuffed” with keywords or contain repetitive “boilerplate” language.”
Google makes it clear that stuffing pages with keywords will not help much. “Content creators mistakenly think adding a bunch of words will increase the chances that a page will rank better,” Google said in a blog post.
Another reason as to why Google thinks that just relying on HTML tags may not be a good idea is that some pages may lack title tags entirely or contain repetitive “boilerplate” language. “For instance, home pages might simply be called “Home”. In other cases, all pages in a site might be called “Untitled” or simply have the name of the site,” it explained.
“Overall, our update is designed to produce more readable and accessible titles for pages. In some cases, we may add site names where that is seen as helpful. In other instances, when encountering an extremely long title, we might select the most relevant portion rather than starting at the beginning and truncating more useful parts,” said Google.
Google advised website owners to create great HTML title tags. “Of all the ways we generate titles, content from HTML title tags is still by far the most likely used, more than 80% of the time,” it said.