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When you perform a Google search, our programs check our index to determine the most relevant search results to be returned ("served") to you.
Lately we’ve been inundated, literally, with support requests for Yoast SEO and its premium add-ons, all asking one “simple” thing: why isn’t Google picking up my page title? It sometimes replaces it with parts of your URL, but it’s also known to add the brand to the end of your title, or just completely rewrite it when it feels like it.
People who changed their page title and see that the search results still show their old title are bound to think Google didn’t “get” the new title yet and of course they blame their SEO plugin (sigh). In its help doc about titles and descriptions, Google says the following: If we’ve detected that a particular result has one of the above issues with its title, we may try to generate an improved title from anchors, on-page text, or other sources.
However, sometimes even pages with well-formulated, concise, descriptive titles will end up with different titles in our search results to better indicate their relevance to the query.
There’s a simple reason for this: the title tag as specified by a webmaster is limited to being static, fixed regardless of the query.
Once we know the user’s query, we can often find alternative text from a page that better explains why that result is relevant.