Case Study: Addressing 8,000 Title Tag Rewrites


The implementation of title tag rewriting by Google has raised concerns among webmasters and content creators, including those at While some instances of rewriting were beneficial, others were less so, and a few were outright problematic.

Google’s efforts to remove double-ups in title tags, especially in cases where a brand name was repeated, were generally appreciated. Similarly, correcting legacy variations in brand names was seen as a positive change.

However, there were instances where Google’s rewriting seemed unnecessary or counterproductive. For example, shuffling the placement of the brand name in evergreen pieces or splitting the brand text from the rest of the title were perceived as unnecessary interventions by Google.

Moreover, there were cases where Google’s rewriting resulted in truncation or awkward title constructions. In these instances, the rewritten titles lacked clarity or context, leading to a poor user experience.

While Google’s intention to improve title tags across the web is commendable, there are concerns about the methodology and transparency of these changes. The lack of transparency regarding the criteria for rewriting titles and the impact on user intent or branding is a significant issue.

Furthermore, the rapid pace of implementation without sufficient testing and feedback mechanisms has exacerbated these concerns. There is a call for Google to be more transparent about its algorithms and to involve webmasters and content creators in the decision-making process regarding title tag rewriting.

Ultimately, while some improvements in title tags were observed, there is a need for Google to reevaluate its approach and prioritize transparency and collaboration with the web community.