Google has recently updated its search documentation, revealing a significant change that could affect how your website’s title links appear in search results. The search giant has added a ninth source that it may use for generating title links in Google Search: the Open Graph (OG) title meta tag. This addition marks a new development in how Google determines what title to display for a webpage in its search results. Let’s dive into what this change means, why it’s important, and how it might impact your SEO strategy.

Understanding Title Links in Google Search

Before we delve into the specifics of the update, it’s essential to understand what a title link in Google Search is. The title link is the clickable title that appears in the Google Search result snippet. For example, if you search for “How to make crispy fried eggs,” the title “How to make crispy fried eggs” that appears as a clickable link is the title link. This title is crucial because it is often the first interaction a user has with your content on the search engine results page (SERP).

The New Addition: OG Title Meta Tag

The recent update by Google adds the “Content in ogmeta tags” as a potential source for creating title links in search results. This means that Google now reserves the right to use the OG title metadata for your title link in the search results, expanding the list of sources from which Google may pull for your title links to nine. Here is the complete list of sources Google might use:

1. Content in <title> elements: This is the most common source for title links and is typically the default choice for Google when creating a title link.
2. Main visual title shown on the page: The primary title visible to users on the page itself, often styled distinctively to stand out.
3. Heading elements, such as <h1> elements: Headings on a webpage, particularly the <h1> tag, can also be chosen as the title link.
4. Content in og:title meta tags: The new addition, which is the title defined within the Open Graph meta tags, primarily used for social media sharing.
5. Other content that’s large and prominent through the use of style treatments: Any text on the page that is made prominent through styling (like using larger fonts or bold text) could be considered.
6. Other text contained in the page: Any other textual content that Google deems relevant might be used.
7. Anchor text on the page: Text within hyperlinks on your page could be a source.
8. Text within links that point to the page: External links pointing to your page, especially if they are keyword-rich, might be used to form the title.
9. Website structured data: Structured data such as schema markup that indicates a preferred title can also influence Google’s choice.

What is an OG Title?

An OG (Open Graph) title is a part of the Open Graph protocol, which was originally created by Facebook to integrate a website’s content into the social graph. The og:title meta tag is designed to specify the title of your content as it should appear when shared on social media platforms like Facebook and Twitter. This tag helps control how your page appears when shared, including its title, description, and image.

Why Google Might Use OG Titles Now

Google’s addition of the OG title as a potential source for title links underscores its goal to provide the most accurate and relevant search results to users. Sometimes, the content within the <title> tag of a webpage may not fully represent the main topic or may be optimized solely for SEO purposes. By leveraging the OG title, Google can potentially provide a more concise or descriptive title that better matches the user’s query intent.

Why This Update Matters for SEO

This update is crucial for several reasons:

1. Increased Control Over Titles: If you’re already using OG titles to control how your content appears on social media, you may now have more influence over how your title links appear in Google Search results as well. This could lead to more consistent branding and messaging across different platforms.
2. Potential Impact on Click-Through Rates (CTR): The title link is a critical factor in determining whether a user clicks on your search result. A well-crafted OG title that is more compelling than the default <title> element could potentially increase your CTR.
3. Relevance to Search Intent: The update means that Google is continuously trying to align the search results more closely with user intent. This change could favor content that better matches user queries, even if the <title> tag isn’t perfectly optimized.

What You Should Do Next

Given this change, here are a few steps you should consider to optimize your website:

• Review Your OG Titles: Make sure that your OG titles accurately reflect the content of your page and are as compelling as possible. If Google chooses to use your OG title for a search result, you want it to attract clicks.
• Ensure Consistency Across Tags: While it’s not always necessary to have your <title> tag and OG title match exactly, they should be consistent in terms of the messaging and keyword optimization. This consistency helps reinforce the topic and relevance of your page.
• Monitor Changes: Keep an eye on how your pages appear in Google Search results. If you notice that Google is using OG titles more frequently, adjust your strategy accordingly.
• Optimize for User Experience: Always prioritize the user experience in your title choices. Whether it’s the <title> element or the OG title, make sure it’s clear, descriptive, and relevant to the user’s search intent.

Conclusion

Google’s recent update to potentially use OG titles for title links in search results is a small but significant change. It reflects Google’s ongoing efforts to provide the most relevant and useful results to its users. As an SEO professional or webmaster, it’s essential to stay informed about such updates and adjust your strategy accordingly to maintain or improve your rankings in Google Search. By carefully crafting both your <title> elements and OG titles, you can ensure that your pages are well-optimized for both search engines and social media platforms, maximizing your visibility and click-through rates.