Google has announced a shift in how it generates title links for search results, now giving precedence to the Open Graph title tag (og:title) when available. This change is significant for webmasters and SEO professionals, as it emphasizes the need for optimized og:title tags alongside traditional HTML titles.
The og:title tag, part of the Open Graph protocol originally introduced by Facebook, allows webmasters to specify a title for their content that will be used across social platforms. Now, with Google prioritizing this tag, it plays a dual role in both social media and search engine optimization (SEO).
This update could lead to more consistent branding across social media and search engine results pages (SERPs). Previously, there could be a discrepancy between the title shown on social media and the one displayed in search results. By using the og:title tag, businesses can ensure uniform messaging across different platforms.
For those not already utilizing the og:title tag, it’s time to start. Google’s decision to prioritize this tag means that websites without it may lose control over how their titles appear in search results, potentially leading to lower click-through rates. Webmasters should review their current title tags and consider updating them to ensure they align with this new best practice.
What is the impact on SEO and content optimisation for search
With this update, you may need to pay closer attention to og:title tags, ensuring they accurately represent page content while remaining engaging for searchers.
Google’s documentation now lists the following sources for automatically determining title links:
- Content in <title> elements
- Main visual title shown on the page
- Heading elements, such as <h1> elements
- Content in og:title meta tags
- Other large and prominent text through style treatments
- Other page content
- Anchor text on the page
- Text within links pointing to the page
- Website structured data
In conclusion, Google’s update highlights the increasing importance of the og:title tag in SEO. By optimizing this tag, webmasters can maintain control over their search appearance while also benefiting from improved consistency across platforms. This change serves as a reminder that staying updated with Google’s evolving practices is crucial for maintaining strong online visibility.
