Google claims that it now rewrites title tags regardless of the search query, i.e., the title should stay the same across all SERPs.
My hypothesis is that if this didn’t hold true, Google would be more likely to generate its own titles for long-tail keywords. That’s because there’s much more variability in search intent compared to the main keywords people try to rank for.
We can confirm that there’s indeed not a significant difference for title generation between long-tail and fat-head keywords:
Dividing the workload like this whatsapp number list allows both the vendor and the affiliate to focus on their strengths. The improvements are similar on desktop and mobile. Most of the focus in 2021 was on mobile results.
Bar chart showing title matching rate is comparable for fat-head (32.58%) and long-tail (33.67%) keywords
Keep in mind that the data here is a proxy to what Google claims, not proof. Comparing titles of the same page across SERPs may seem like a better option, but it also has its own intricacies (time, location, personalization).
When Google ignores the title tag, it uses H1 50.76% of the time instead
Headings are an obvious place to look for alternative SERP titles. And in cases where the SERP title and title tag differ, our data shows that Google pulls the SERP title from the H1 tag 50.76% of the time, the H2 tag 2.02% of the time, and a combination of H1 and H2 tags 1.31% of the time.
Pie chart showing Google most likely uses H1 when it ignores title tag
That leaves us with 45.91% of cases unaccounted for. According to Google, these SERP titles can also come from:
Other content that’s large and prominent through the use of style treatments.
Other text contained on the page.
Anchor text on the page.
Texts within links that point to the page.
After looking at some specific “other” cases, we came to the conclusion that Google might often combine multiple elements together to create a coherent title. However, that’s purely our hypothesis based on a few examples.