I visited V7N Forum minutes ago and as I searched for new updates, I was fascinated by the new video of Matt Cutts of Google Webspam Team. When users search for a query on Google, they are going to see a list of websites on the results page. The page then shows snippets of information that will aid users in picking what is relevant to their query. The list contains information and they include snippets for the title, description and the URL of the page which can be visited.
Before going further with the discussion, here’s Matt Cutts in the video entitled “How does Google choose titles for search results?”
What criteria does Google use to change the title it shows in the SERPs depending on the query? Does schema influence that? Maybe headings (h1, h2..) have more weight?
Christian Oliveira, Madrid
Why Google search results doesn’t show the current meta title of webpage? Instead of meta title search results show H1 tag from HTML page?
In Matt’s answer, he categorically states the importance of having a concise description of the page that has some relevance to the query the user types on the search box. He also laid down three criteria which include: finding something that is relatively short; a good description of the page and ideally the website that the page is on; and the relevance of the query to the search results. Matt clearly explained that if your existing title fits the said criteria then it will be that title which is going to be shown in the snippets. He further stressed that when a website’s title doesn’t match that, Google is going to dig a little bit deeper on other pages within the same site as well as to the links that are going to point on a relevant page. From those links, it will incorporate some text that it will use for the snippets and additionally, he said that Google may even use the open directory project for the purpose of figuring out what’s going to be good enough to display on the SERPs as the title.
So what’s the relevance of this elucidation? It is simple. Owners of websites should first and foremost think or anticipate what are the key phrases or words that users are going to use in their search. This only shows that keyword research is too important to be shoved aside. Most webmasters will just make a website according to the specifications of their client without discussing the aspects of on-page optimization. In my works as on-page SEO for nearly 5 years now, my fascination grows over these snippets that Google displays on the SERPs. There were “what ifs” which jumps into my mind. What if I will build websites that are founded upon right choice of keywords? What if I will have an agency which discusses with clients the importance of keywords in getting seen on the internet? What if I make content which considers key words and phrases of utmost importance aside from being relevant for users? These are few of the many “what ifs” I have in mind. This is part of the foundation of Website Lessor. And as it continue in its quest to become the number 1 website leasing portal on the face of the web, it is always guided by that idea.
Google looks for the best title that will help its users get what they search for. If you are a website owner or someone who plans to have a website of your own, talk with your webmaster and ask about this. If he doesn’t have the idea then I guess it is best to go to an agency which can have the same incorporated within the context of your website. We are not saying that you get to us. Just go where you believe you can put your trust with. As the owner, you should be able to asses and anticipate what the user is going to type and instruct your webmaster to do some research about it and reflect only the words or phrases within the context of your content that have some relation to a query. Tell him to develop the website around that idea and I am sure that you are going somewhere in your online campaigns.