I recently dug into over 50,000 title tags to understand the impact of Google’s rewrite update . As an SEO, this naturally got me wondering how the update impacted Moz, specifically. So, this post will be a more focused examination of a site I have deep familiarity with, including three case studies where we managed to fix bad rewrites.
As an author, I take titles pretty personally. Imagine if you wrote this masterpiece:
… and then you ended up with a Google result that looked like this:
Sure, Google didn’t do anything wrong here, and it’s not their fault that there’s an upper limit on what they can display, but it still feels like something was lost. It’s one thing to do a study across a neutral data set, but it’s quite another when you’re trying to understand the impact on your own site, including articles you spent hours, days, or weeks writing.
I’m not going to dig deep into the methodology, but I collected the full set of ranking keywords from Moz’s Keyword Explorer (data is from late August) and scraped the relevant URLs to pull the current
tags. Here are a few of the numbers:</p>
<ul>
<li dir="ltr">
<p dir="ltr">74,810 ranking keywords</p>
</li>
<li dir="ltr">
<p dir="ltr">10,370 unique URLs</p>
</li>
<li dir="ltr">
<p dir="ltr">8,646 rewrites</p>
</li>
</ul>
<p dir="ltr">Note that just under 2,000 of these “rewrites” were really pre-update (…) truncation. The majority of the rest were brand rewrites or removals, which I’ll cover a bit in the examples. The number of significant, impactful rewrites is hard to measure, but was much smaller.</p>
<h2 dir="ltr"><span class="ez-toc-section" id="Where_did_Google_get_it_right"></span>Where did Google get it right?<span class="ez-toc-section-end"></span></h2>
<p dir="ltr">While I have reservations about Google rewriting title tags (more on that at the end of this post), I tried to go into this analysis with an open mind. So, let’s look at what Google got right, at least in the context of Moz.com.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="1_Removing_double-ups"></span>(1) Removing double-ups<span class="ez-toc-section-end"></span></h3>
<p>Our CMS automatically appends our brand (“ – Moz”) to most of our pages, a situation that’s hardly unique to our site. In some cases, this leads to an odd doubling-up of the brand, and Google seems to be removing these fairly effectively. For example:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-1.png?w=660&h=112&auto=compress%2Cformat&fit=crop&dm=1631756587&s=7b89135d47b91b0aa8cb32de68d71298" data-image="1087273"></figure>
<p dir="ltr">While the CMS is doing its job, “Moz – Moz” is repetitive, and I think Google got this one right. Note that this is not simple truncation — the additional text would have easily fit.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="2_Those_darned_SEOs"></span>(2) Those darned SEOs!<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">Okay, I’m not sure I want to admit this one, but occasionally we test title variations, and we still live with some of the legacy of rebranding from “SEOmoz” to “Moz” in 2013. So, some areas of our site have variations of “ | SEO | Moz”. Here’s how Google handled one variety:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-2.png?w=660&h=113&auto=compress%2Cformat&fit=crop&dm=1631756589&s=b561526f6b0fecdf24bda21273b7ee7d" data-image="1087275"></figure>
<p dir="ltr">While it’s a bit longer, I suspect this is a better extension for our Q&A pages, both for us and for our visitors from search. I’m going to call this a win for Google.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="3_Whatever_this_is%E2%80%A6"></span>(3) Whatever this is…<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">I have no idea what the original intent of this <title> tag was (possibly an experiment):</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-3.png?w=660&h=113&auto=compress%2Cformat&fit=crop&dm=1631756593&s=e398dcfe09a6ceeabcf3e79ecbad4e78" data-image="1087276"></figure>
<p dir="ltr">While there’s nothing terribly wrong with the original <title> tag, it’s probably trying too hard to front-load specific keywords and it’s not very readable. In this case, Google opted to use the blog post title (from the <H1>), and it’s probably a good choice.</p>
<h2 dir="ltr"><span class="ez-toc-section" id="Where_did_Google_get_it_so-so"></span>Where did Google get it so-so?<span class="ez-toc-section-end"></span></h2>
<p dir="ltr">It may seem strange to cover examples where Google did an okay job, but in some ways these bother me the most, if simply because they seem unnecessary. I feel like the bar for a rewrite should be higher, and that makes the gray areas worth studying.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="4_Shuffling_the_brand"></span>(4) Shuffling the brand<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">For some of our more evergreen pieces, we put the Moz brand front-and-center. In a number of cases, Google shuffled that to the back of the title. Here’s just one example:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-4.png?w=660&h=113&auto=compress%2Cformat&fit=crop&dm=1631756595&s=ab6abeea96d55396f1c89064f1531791" data-image="1087279"></figure>
<p dir="ltr">There’s nothing inherently wrong with this rewrite, but why do it? We made a conscious choice here and — while the rewrite might be more consistent with our other content — I’m not sure this is Google’s decision to make.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="5_Double-brand_trouble"></span>(5) Double-brand trouble<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">This is a variation on #4, conceptually. Some of our Whiteboard Friday video titles end in “- Whiteboard Friday – Moz”, and in this example Google has split that and relocated half of it to the front of the display title:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-5.png?w=660&h=113&auto=compress%2Cformat&fit=crop&dm=1631756598&s=416a8cc64a279c0fc15909bbf9d1d631" data-image="1087282"></figure>
<p dir="ltr">Whiteboard Friday is a brand in and of itself, but I have a feeling that #4 and #5 are really more about delimiters in the title than the brand text. Again, why did this trigger a rewrite?</p>
<p dir="ltr">You might be thinking something along the lines of “Google has all the data, and maybe they know more than we do.” Put that thought on hold until the end of the post.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="6_The_old_switcheroo"></span>(6) The old switcheroo<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">Here’s an example where Google opted for the post title (in the <H1>) instead of the <title> tag, with the end result being that they swapped “remove” for “delete”:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-6.png?w=660&h=113&auto=compress%2Cformat&fit=crop&dm=1631756600&s=009ce708e2d0f3eeec9cda6b4d519dc5" data-image="1087284"></figure>
<p dir="ltr">This isn’t really a single-word substitution (so much as a total swap), and I don’t know why we ended up with two different words here, but what about the original title — which is extremely similar to the post title — triggered the need for a rewrite?</p>
<p dir="ltr">One quick side note — remember that Featured Snippets are organic results, too, and so rewrites will also impact your Featured Snippets. Here’s that same post/rewrite for another query, appearing as a Featured Snippet:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-7.png?w=692&h=376&auto=compress%2Cformat&fit=crop&dm=1631756602&s=b08c7140307d9029313ac602e9a80d96" data-image="1087287"></figure>
<p dir="ltr">Again, there’s nothing really wrong or inaccurate about the rewrite, other than a lack of clarity about why it happened. In the context of a Featured Snippet, though, rewrites have a greater possibility of impacting the intent of the original author(s).</p>
<h2 dir="ltr"><span class="ez-toc-section" id="Where_did_Google_get_it_wrong"></span>Where did Google get it wrong?<span class="ez-toc-section-end"></span></h2>
<p dir="ltr">It’s the moment you’ve been waiting for — the examples where Google made a mess of things. I want to be clear that these, at least in our data set, are few and far between. It’s easy to cherry-pick the worst of the worst, but the three examples I’ve chosen here have a common theme, and I think they represent a broader problem.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="7_Last_things_first"></span>(7) Last things first<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">Here’s an example of rewrite truncation, where Google seems to have selected the parenthetical over the main portion of the title:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-8.png?w=660&h=132&auto=compress%2Cformat&fit=crop&dm=1631756607&s=7fefddaeea7a2a2703820b9c0963859a" data-image="1087290"></figure>
<p dir="ltr">Many of the bad examples (or good examples of badness) seem to be where Google split a title based on delimiters and then reconstructed what was left in a way that makes no sense. It seems especially odd in the case of a parenthetical statement, which is supposed to be an aside and less important than what precedes it.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="8_Half_the_conversation"></span>(8) Half the conversation<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">In other cases, Google uses delimiters as a cutting-off point, displaying what’s before or after them. Here’s a case where the “after” approach didn’t work so well:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-9.png?w=660&h=132&auto=compress%2Cformat&fit=crop&dm=1631756609&s=69319d6ee0050c475fd83c4a91ce869b" data-image="1087291"></figure>
<p dir="ltr">This is user-generated content and, granted, it’s a long title, but the resulting cutoff makes no sense out of context. Standard (…) truncation would’ve been a better route here.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="9_And_another_thing%E2%80%A6"></span>(9) And another thing…<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">Here’s a similar example, but where the cutoff happened at a hyphen (-). The title style is a bit unusual (especially starting the sub-title with “And”), but the cutoff turns it from unusual to outright ridiculous:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-10.png?w=660&h=132&auto=compress%2Cformat&fit=crop&dm=1631756613&s=15c97a91a6c15cd6813f9e9e7cfedf59" data-image="1087293"></figure>
<p dir="ltr">Again, simple truncation would’ve been a better bet here.</p>
<p dir="ltr">I get what Google’s trying to do — they’re trying to use delimiters (including pipes, hyphens, colons, parentheses, and brackets) to find natural-language breaks, and split titles at those breaks. Unfortunately, the examples demonstrate how precarious this approach can be. Even the classic “Title: Sub-title” format is often reversed by writers, with the (arguably) less-important portion sometimes being used first.</p>
<h2 dir="ltr"><span class="ez-toc-section" id="Three_case_studies_three_wins"></span>Three case studies (& three wins)<span class="ez-toc-section-end"></span></h2>
<p dir="ltr">Ultimately, some rewrites will be good-to-okay and most of these rewrites aren’t worth the time and effort to fix. Over half of the Moz <title> rewrites were minor brand modifications or brand removal (with the latter usually being due to length limits).</p>
<p dir="ltr">What about the objectively bad rewrites, though? I decided to pick three case studies and see if I could get Google to take my suggestions. The process was relatively simple:</p>
<ol readability="1">
<li dir="ltr" readability="0">
<p dir="ltr">Update the <title> tag, trying to keep it under the length limit</p>
</li>
<li dir="ltr" readability="-1">
<p dir="ltr">Submit the page for reindexing in Google Search Console</p>
</li>
<li dir="ltr" readability="0">
<p dir="ltr">If the rewrite didn’t take, update the <H1> or relevant on-page text</p>
</li>
</ol>
<p dir="ltr">Here are the results of the three case studies (with before and after screenshots):</p>
<h3 dir="ltr"><span class="ez-toc-section" id="1_A_shady_character"></span>(1) A shady character<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">This one was really our fault and was an easy choice to fix. Long story short, a data migration led to a special character being corrupted, which resulted in this:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-11.png?w=660&h=132&auto=compress%2Cformat&fit=crop&dm=1631756615&s=72a88a0f3cf0b8aab1931e0a142810bf" data-image="1087294"></figure>
<p dir="ltr">I’m not blaming Google for this one, but the end result was a strange form of truncation that made “Google Won’t” look like “Google Won”, and made it appear that this was the end of the title. I fixed and shortened the <title> tag, and here’s what happened:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-12.png?w=660&h=112&auto=compress%2Cformat&fit=crop&dm=1631756622&s=a2b929d1ae434cfc09c8bc2e12b5406a" data-image="1087297"></figure>
<p dir="ltr">Interestingly, Google opted to use the <H1> here instead of the shortened <title> version, but since it fixed the main issue, I’m going to call this a win and move on.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="2_Change_isnt_easy"></span>(2) Change isn’t easy<span class="ez-toc-section-end"></span></h3>
<p dir="ltr">Here’s another one where Google got it wrong, breaking the <title> tag at a parenthetical that didn’t really make any sense (similarly to the examples above):</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-13.png?w=660&h=133&auto=compress%2Cformat&fit=crop&dm=1631756625&s=d78b11dcf5c6cb59eb4270e4fe0afe65" data-image="1087299"></figure>
<p dir="ltr">Since this was a recent and still-relevant post, we were eager to fix it. Interestingly, the first fix didn’t take. I had to resort to changing the post title (<H1>) as well, and removed the parentheses from that title. After that, Google opted for the <title> tag:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-14.png?w=660&h=112&auto=compress%2Cformat&fit=crop&dm=1631756629&s=dd3bf54eeea90672e5bd7b600dc2c813" data-image="1087302"></figure>
<p dir="ltr">This process may require some trial-and-error and patience, especially since the GSC reindexing timeline can vary quite a bit. Most of these updates took about a day to kick in, but I’ve recently heard anywhere from an hour to never.</p>
<h3 dir="ltr"><span class="ez-toc-section" id="3_Dont_ditch_Moz"></span>(3) Don’t ditch Moz!<span class="ez-toc-section-end"></span></h3>
<p>Our final case study is a complex, multi-delimiter title where Google decided to split the title based on a phrase in quotation marks and then truncate it (without the “…”):</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-15.png?w=660&h=133&auto=compress%2Cformat&fit=crop&dm=1631756631&s=8f4f800f7d0ebc90eb1f06f59694a131" data-image="1087305"></figure>
<p>Although the main portion of the rewrite is okay, unfortunately the cutoff makes it look like the author is telling readers to ditch Moz. (Marketing wasn’t thrilled about that). I opted to simplify the <title> tag, removing the quote and the parentheses. Here’s the end result:</p>
<figure><img decoding="async" src="https://moz.com/images/learn/8000-rewrites-16.png?w=660&h=112&auto=compress%2Cformat&fit=crop&dm=1631756636&s=92ceb20a61a4adeb6406944fd2137e34" data-image="1087306"></figure>
<p dir="ltr">I managed to sneak in all of the relevant portion of the title by switching “And” out with an ampersand (&), and now it’s clear what we should be ditching. Cue the sigh of relief.</p>
<p dir="ltr">While there’s potentially a lot more to be done, there are two takeaways here: </p>
<ol readability="1">
<li dir="ltr" readability="1">
<p dir="ltr">You need to prioritize — don’t sweat the small rewrites, especially when Google might change/adjust them at any time. </p>
</li>
<li dir="ltr" readability="1">
<p dir="ltr">The bad rewrites can be fixed with a little time and patience, <strong>if</strong> you understand why Google is doing what they’re doing.</p>
</li>
</ol>
<p dir="ltr">I don’t think this update is cause for panic, but it’s definitely worth getting a sense of your own rewrites — and especially patterns of rewrites — to make sure they reflect the intent of your content. What I found, even across 8,000 rewrites, is that there were only a handful of patterns with maybe a few dozen examples that didn’t fit any one pattern. Separating the signal from the noise takes work, but it’s definitely achievable.</p>
<h2 dir="ltr"><span class="ez-toc-section" id="Are_rewrites_good_or_bad"></span>Are rewrites good or bad?<span class="ez-toc-section-end"></span></h2>
<p dir="ltr">This is an incredibly subjective question. I purposely structured this post into right/so-so/wrong to keep myself from cherry-picking bad examples, and my observations are that most rewrites (even on a site that I take pretty personally) are minor and harmless. That said, I have some misgivings. If you’re happy with the analysis and don’t need the editorializing, you’re welcome to go make a sandwich or take a nap.</p>
<p dir="ltr">It’s important to note that this is a dynamic situation. Some of the rewrites my research flagged had changed when I went back to check them by hand, including quite a few that had reverted to simple truncation. It appears that Google is adjusting to feedback.</p>
<p dir="ltr">This research and post left me the most uncomfortable with the “so-so” examples. Many of the bad examples can be fixed with better algorithms, but ultimately I believe that the bar for rewriting titles should be relatively high. There’s nothing wrong with most of the original <title> tags in the so-so examples, and it appears Google has set the rewrite threshold pretty low.</p>
<p dir="ltr">You might argue that Google has all of the data (and that I don’t), so maybe they know what they’re doing. Maybe so, but I have two problems with this argument.</p>
<p dir="ltr">First, as a data scientist, I worry about the scale of Google’s data. Let’s assume that Google A/B tests rewrites against some kind of engagement metric or metrics. At Google scale (i.e. massive data), it’s possible to reach statistical significance with very small differences. The problem is that statistics don’t tell us anything about whether that change is meaningful enough to offset the consequences of making it. Is a 1% lift in some engagement metric worth it when a rewrite might alter the author’s original intent or even pose branding or legal problems for companies in limited cases?</p>
<p dir="ltr">If you’re comparing two machine learning models to each other, then it makes sense to go with the one that performs better on average, even if the difference is small. Presumably, in that case, both models have access to the same data. With title rewrites, though, we’re comparing the performance of a model to millions of conscious, human decisions that may have a great deal of context Google has no access to. The risk of rewriting is reasonably high, IMO, and that means that small differences in performance may not be enough.</p>
<p dir="ltr">Second — and this is a more philosophical point — if Google has found that certain patterns or title styles result in better performance, then why not be transparent and publish that data? I understand why Google wants to veil the algorithm in secrecy, but they’ve already told us that title rewrites don’t impact rankings. If the goal is to create better titles across the web, then empower writers and content creators to do that. Don’t make those decisions for us.</p>
<p dir="ltr">Ultimately, I think Google moved too far, too fast with this update. I believe they could have communicated (and still could communicate) the reasons more openly without risk to any major secrets and be more conservative about when and if to make changes, at least until these systems have been improved.</p>
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<script id="tie-schema-json" type="application/ld+json">{"@context":"http:\/\/schema.org","@type":"Article","dateCreated":"2024-06-27T04:14:01-07:00","datePublished":"2024-06-27T04:14:01-07:00","dateModified":"2024-06-27T04:14:01-07:00","headline":"Tackling 8,000 Title Tag Rewrites: A Case Study","name":"Tackling 8,000 Title Tag Rewrites: A Case Study","keywords":[],"url":"https:\/\/artanbiz.com\/tackling-8000-title-tag-rewrites-a-case-study\/","description":"I recently dug into over 50,000 title tags to understand the impact of Google\u2019s rewrite update. As an SEO, this naturally got me wondering how the update impacted Moz, specifically. So, this post will","copyrightYear":"2024","articleSection":"seo","articleBody":"\n I recently dug into over 50,000 title tags to understand the impact of Google\u2019s rewrite update. As an SEO, this naturally got me wondering how the update impacted Moz, specifically. So, this post will be a more focused examination of a site I have deep familiarity with, including three case studies where we managed to fix bad rewrites.\nAs an author, I take titles pretty personally. Imagine if you wrote this masterpiece:\n\n\u2026 and then you ended up with a Google result that looked like this:\n\nSure, Google didn\u2019t do anything wrong here, and it\u2019s not their fault that there\u2019s an upper limit on what they can display, but it still feels like something was lost. It\u2019s one thing to do a study across a neutral data set, but it\u2019s quite another when you\u2019re trying to understand the impact on your own site, including articles you spent hours, days, or weeks writing.\nMoz rewrites by the numbers\nI\u2019m not going to dig deep into the methodology, but I collected the full set of ranking keywords from Moz\u2019s Keyword Explorer (data is from late August) and scraped the relevant URLs to pull the current tags. Here are a few of the numbers:\n74,810 ranking keywords10,370 unique URLs8,646 rewrites\nNote that just under 2,000 of these \u201crewrites\u201d were really pre-update (...) truncation. The majority of the rest were brand rewrites or removals, which I\u2019ll cover a bit in the examples. The number of significant, impactful rewrites is hard to measure, but was much smaller.\nWhere did Google get it right?\nWhile I have reservations about Google rewriting title tags (more on that at the end of this post), I tried to go into this analysis with an open mind. So, let\u2019s look at what Google got right, at least in the context of Moz.com.\n(1) Removing double-ups\nOur CMS automatically appends our brand (\u201c - Moz\u201d) to most of our pages, a situation that\u2019s hardly unique to our site. In some cases, this leads to an odd doubling-up of the brand, and Google seems to be removing these fairly effectively. For example:\n\nWhile the CMS is doing its job, \u201cMoz - Moz\u201d is repetitive, and I think Google got this one right. Note that this is not simple truncation \u2014 the additional text would have easily fit.\n(2) Those darned SEOs!\nOkay, I\u2019m not sure I want to admit this one, but occasionally we test title variations, and we still live with some of the legacy of rebranding from \u201cSEOmoz\u201d to \u201cMoz\u201d in 2013. So, some areas of our site have variations of \u201c | SEO | Moz\u201d. Here\u2019s how Google handled one variety:\n\nWhile it\u2019s a bit longer, I suspect this is a better extension for our Q&A pages, both for us and for our visitors from search. I\u2019m going to call this a win for Google.\n(3) Whatever this is\u2026\nI have no idea what the original intent of this tag was (possibly an experiment):\n\nWhile there\u2019s nothing terribly wrong with the original tag, it\u2019s probably trying too hard to front-load specific keywords and it\u2019s not very readable. In this case, Google opted to use the blog post title (from the ), and it\u2019s probably a good choice.\nWhere did Google get it so-so?\nIt may seem strange to cover examples where Google did an okay job, but in some ways these bother me the most, if simply because they seem unnecessary. I feel like the bar for a rewrite should be higher, and that makes the gray areas worth studying.\n(4) Shuffling the brand\nFor some of our more evergreen pieces, we put the Moz brand front-and-center. In a number of cases, Google shuffled that to the back of the title. Here\u2019s just one example:\n\nThere\u2019s nothing inherently wrong with this rewrite, but why do it? We made a conscious choice here and \u2014 while the rewrite might be more consistent with our other content \u2014 I\u2019m not sure this is Google\u2019s decision to make.\n(5) Double-brand trouble\nThis is a variation on #4, conceptually. Some of our Whiteboard Friday video titles end in \u201c- Whiteboard Friday - Moz\u201d, and in this example Google has split that and relocated half of it to the front of the display title:\n\nWhiteboard Friday is a brand in and of itself, but I have a feeling that #4 and #5 are really more about delimiters in the title than the brand text. Again, why did this trigger a rewrite?\nYou might be thinking something along the lines of \u201cGoogle has all the data, and maybe they know more than we do.\u201d Put that thought on hold until the end of the post.\n(6) The old switcheroo\nHere\u2019s an example where Google opted for the post title (in the ) instead of the tag, with the end result being that they swapped \u201cremove\u201d for \u201cdelete\u201d:\n\nThis isn\u2019t really a single-word substitution (so much as a total swap), and I don\u2019t know why we ended up with two different words here, but what about the original title \u2014 which is extremely similar to the post title \u2014 triggered the need for a rewrite?\nOne quick side note \u2014 remember that Featured Snippets are organic results, too, and so rewrites will also impact your Featured Snippets. Here\u2019s that same post\/rewrite for another query, appearing as a Featured Snippet:\n\nAgain, there\u2019s nothing really wrong or inaccurate about the rewrite, other than a lack of clarity about why it happened. In the context of a Featured Snippet, though, rewrites have a greater possibility of impacting the intent of the original author(s).\nWhere did Google get it wrong?\nIt\u2019s the moment you\u2019ve been waiting for \u2014 the examples where Google made a mess of things. I want to be clear that these, at least in our data set, are few and far between. It\u2019s easy to cherry-pick the worst of the worst, but the three examples I\u2019ve chosen here have a common theme, and I think they represent a broader problem.\n(7) Last things first\nHere\u2019s an example of rewrite truncation, where Google seems to have selected the parenthetical over the main portion of the title:\n\nMany of the bad examples (or good examples of badness) seem to be where Google split a title based on delimiters and then reconstructed what was left in a way that makes no sense. It seems especially odd in the case of a parenthetical statement, which is supposed to be an aside and less important than what precedes it.\n(8) Half the conversation\nIn other cases, Google uses delimiters as a cutting-off point, displaying what\u2019s before or after them. Here\u2019s a case where the \u201cafter\u201d approach didn\u2019t work so well:\n\nThis is user-generated content and, granted, it\u2019s a long title, but the resulting cutoff makes no sense out of context. Standard (...) truncation would\u2019ve been a better route here.\n(9) And another thing...\nHere\u2019s a similar example, but where the cutoff happened at a hyphen (-). The title style is a bit unusual (especially starting the sub-title with \u201cAnd\u201d), but the cutoff turns it from unusual to outright ridiculous:\n\nAgain, simple truncation would\u2019ve been a better bet here.\nI get what Google\u2019s trying to do \u2014 they\u2019re trying to use delimiters (including pipes, hyphens, colons, parentheses, and brackets) to find natural-language breaks, and split titles at those breaks. Unfortunately, the examples demonstrate how precarious this approach can be. Even the classic \u201cTitle: Sub-title\u201d format is often reversed by writers, with the (arguably) less-important portion sometimes being used first.\nThree case studies (& three wins)\nUltimately, some rewrites will be good-to-okay and most of these rewrites aren\u2019t worth the time and effort to fix. Over half of the Moz rewrites were minor brand modifications or brand removal (with the latter usually being due to length limits).\nWhat about the objectively bad rewrites, though? I decided to pick three case studies and see if I could get Google to take my suggestions. The process was relatively simple:\nUpdate the tag, trying to keep it under the length limitSubmit the page for reindexing in Google Search ConsoleIf the rewrite didn\u2019t take, update the or relevant on-page text\nHere are the results of the three case studies (with before and after screenshots):\n(1) A shady character\nThis one was really our fault and was an easy choice to fix. Long story short, a data migration led to a special character being corrupted, which resulted in this:\n\nI\u2019m not blaming Google for this one, but the end result was a strange form of truncation that made \u201cGoogle Won\u2019t\u201d look like \u201cGoogle Won\u201d, and made it appear that this was the end of the title. I fixed and shortened the tag, and here\u2019s what happened:\n\nInterestingly, Google opted to use the here instead of the shortened version, but since it fixed the main issue, I\u2019m going to call this a win and move on.\n(2) Change isn\u2019t easy\nHere\u2019s another one where Google got it wrong, breaking the tag at a parenthetical that didn\u2019t really make any sense (similarly to the examples above):\n\nSince this was a recent and still-relevant post, we were eager to fix it. Interestingly, the first fix didn\u2019t take. I had to resort to changing the post title () as well, and removed the parentheses from that title. After that, Google opted for the tag:\n\nThis process may require some trial-and-error and patience, especially since the GSC reindexing timeline can vary quite a bit. Most of these updates took about a day to kick in, but I\u2019ve recently heard anywhere from an hour to never.\n(3) Don\u2019t ditch Moz!\nOur final case study is a complex, multi-delimiter title where Google decided to split the title based on a phrase in quotation marks and then truncate it (without the \u201c...\u201d):\n\nAlthough the main portion of the rewrite is okay, unfortunately the cutoff makes it look like the author is telling readers to ditch Moz. (Marketing wasn\u2019t thrilled about that). I opted to simplify the tag, removing the quote and the parentheses. Here\u2019s the end result:\n\nI managed to sneak in all of the relevant portion of the title by switching \u201cAnd\u201d out with an ampersand (&), and now it\u2019s clear what we should be ditching. Cue the sigh of relief.\nWhile there\u2019s potentially a lot more to be done, there are two takeaways here: \nYou need to prioritize \u2014 don\u2019t sweat the small rewrites, especially when Google might change\/adjust them at any time. The bad rewrites can be fixed with a little time and patience, if you understand why Google is doing what they\u2019re doing.\nI don\u2019t think this update is cause for panic, but it\u2019s definitely worth getting a sense of your own rewrites \u2014 and especially patterns of rewrites \u2014 to make sure they reflect the intent of your content. What I found, even across 8,000 rewrites, is that there were only a handful of patterns with maybe a few dozen examples that didn\u2019t fit any one pattern. Separating the signal from the noise takes work, but it\u2019s definitely achievable.\nAre rewrites good or bad?\nThis is an incredibly subjective question. I purposely structured this post into right\/so-so\/wrong to keep myself from cherry-picking bad examples, and my observations are that most rewrites (even on a site that I take pretty personally) are minor and harmless. That said, I have some misgivings. If you\u2019re happy with the analysis and don\u2019t need the editorializing, you\u2019re welcome to go make a sandwich or take a nap.\nIt\u2019s important to note that this is a dynamic situation. Some of the rewrites my research flagged had changed when I went back to check them by hand, including quite a few that had reverted to simple truncation. It appears that Google is adjusting to feedback.\nThis research and post left me the most uncomfortable with the \u201cso-so\u201d examples. Many of the bad examples can be fixed with better algorithms, but ultimately I believe that the bar for rewriting titles should be relatively high. There\u2019s nothing wrong with most of the original tags in the so-so examples, and it appears Google has set the rewrite threshold pretty low.\nYou might argue that Google has all of the data (and that I don\u2019t), so maybe they know what they\u2019re doing. Maybe so, but I have two problems with this argument.\nFirst, as a data scientist, I worry about the scale of Google\u2019s data. Let\u2019s assume that Google A\/B tests rewrites against some kind of engagement metric or metrics. At Google scale (i.e. massive data), it\u2019s possible to reach statistical significance with very small differences. The problem is that statistics don\u2019t tell us anything about whether that change is meaningful enough to offset the consequences of making it. Is a 1% lift in some engagement metric worth it when a rewrite might alter the author\u2019s original intent or even pose branding or legal problems for companies in limited cases?\nIf you\u2019re comparing two machine learning models to each other, then it makes sense to go with the one that performs better on average, even if the difference is small. Presumably, in that case, both models have access to the same data. With title rewrites, though, we\u2019re comparing the performance of a model to millions of conscious, human decisions that may have a great deal of context Google has no access to. The risk of rewriting is reasonably high, IMO, and that means that small differences in performance may not be enough.\nSecond \u2014 and this is a more philosophical point \u2014 if Google has found that certain patterns or title styles result in better performance, then why not be transparent and publish that data? I understand why Google wants to veil the algorithm in secrecy, but they\u2019ve already told us that title rewrites don\u2019t impact rankings. If the goal is to create better titles across the web, then empower writers and content creators to do that. Don\u2019t make those decisions for us.\nUltimately, I think Google moved too far, too fast with this update. I believe they could have communicated (and still could communicate) the reasons more openly without risk to any major secrets and be more conservative about when and if to make changes, at least until these systems have been improved.\n \n \n ","publisher":{"@id":"#Publisher","@type":"Organization","name":"ArtanBiz Mag","logo":{"@type":"ImageObject","url":"https:\/\/artanbiz.com\/wp-content\/uploads\/2024\/06\/logo.png"},"sameAs":["#","#","#","#"]},"sourceOrganization":{"@id":"#Publisher"},"copyrightHolder":{"@id":"#Publisher"},"mainEntityOfPage":{"@type":"WebPage","@id":"https:\/\/artanbiz.com\/tackling-8000-title-tag-rewrites-a-case-study\/","breadcrumb":{"@id":"#Breadcrumb"}},"author":{"@type":"Person","name":"Ali JalilPour","url":"https:\/\/artanbiz.com\/author\/admin\/"},"image":{"@type":"ImageObject","url":"https:\/\/artanbiz.com\/wp-content\/uploads\/2024\/06\/tackling-8000-title-tag-rewrites-a-case-study_667d497aa8767.png","width":1200,"height":400}}</script>
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