What title tags and meta descriptions does Google display?

The title tag is of great importance as a key ranking factor in search engine optimization. Additionally, it is displayed in search results, just like the meta description. Most people are aware of this, but it's not that simple, because Google doesn't always show the title tag and meta description as entered. How does Google decide to show an alternative title and a snippet instead of the description?

Title Tag

Recently, Google released an official explanation on its blog regarding how the search engine aims to provide more relevant title tags in search results. Various factors determine whether the title tag is used or a different title is displayed. If the title tag is missing or identical on all pages, an algorithm generates a more appropriate title for the search results. Very long or hard-to-read title tags will also be replaced. These examples are quite straightforward. However, it is more difficult to understand that even existing and individual title tags are replaced if Google considers this more relevant for the search query. Where Google gets the information for the alternative title from and how it decides what a relevant title is are interesting questions that are explored on seo by the sea. The announcement that pages with a high share of AdSense displays would be rated worse in the future already shows that Google is working on better analyzing the layout of a page. In this context, the patent "Classifying search results to determine page elements" is interesting.

The patent describes how search queries and the different elements of a search result (title, snippet/description, and URL) are classified. This patent could be particularly relevant for selecting an appropriate snippet and explain how Google decides what is actually displayed. The patent language in the original reads as follows:

This invention relates to determining page elements to display in response to a search. A method embodiment of this invention determines a page element based on a set of search results. The method includes: (1) determining a set of result classifications based on the set of search results, and (2) determining the page element based on the set of result classifications. Each result classification includes a result category and a result score. A system embodiment of this invention generates a page based on a search result. The system includes at least one classifier that determines a set of result classifications based on the search result. Each result classification includes a result category and a result score. A page element trigger manager generates a page based on the set of result classifications. In an embodiment, the at least one classifier can include at least one of a URL classifier, label classifier, label histogram classifier, snippet classifier, and title classifier.

In this way, a classification is determined based on a search result, and a page element is generated based on the classification. By using the search result, as opposed to just the query, page elements are generated that correspond to the predominant interpretation of the user's query within the search results. As a result, the page elements may, in most cases, accurately correspond to the user's intent.

Meta Description

The fact that Google displays alternative descriptions and ignores the meta description from the head of the page is not a new topic, as this video shows. Matt Cutts explains here that Google aims to display particularly relevant descriptions in search results. Often, a snippet from the page that contains the search terms is displayed. (This shows how important it is to use the most important keywords in the meta description to increase the likelihood that Google will display it.) Generally, the rule is that Google displays one to two lines of descriptions in search results. However, longer snippets, three to four lines long, are sometimes generated. These longer snippets may be related to longer search queries and are therefore particularly relevant in the extreme long tail.

The aforementioned patent provides clues about how search queries and page content are classified to generate a relevant snippet. Bill Slawski also points out a Yahoo patent application that describes several criteria by which search engines decide what content to use for snippets. Important factors could include how well a phrase is readable, its relevance to the search query, its relevance to the entire page on which it is embedded, or the length of the phrase. It is conceivable that Google uses similar criteria.

Are We Subject to Google's Assessment?

The fact that Google can always decide to display alternative title tags and meta descriptions can be very frustrating, especially for websites that put a lot of effort into individual texts. According to Google, there is no way to force the search engine to display the title or description from the head section. So is it even worth investing time and money in individual title and meta descriptions? Opting to forgo optimization is the wrong solution to the problem. The title tag is still one of the most important ranking factors for Google and should therefore not be neglected. The description should also not be ignored. Individual and keyword-relevant title tags and meta descriptions increase the likelihood that the information from the head section will be displayed in search results.

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