Google rewrites title tags more than most people realize. Studies suggest Google rewrites anywhere from 20% to 60% of title tags depending on the industry and how well-optimized the original titles are.
Why Google rewrites titles:
- The title does not match the page's actual content
- The title is too long and Google shortens it (not always accurately)
- The title is too vague and Google uses a more descriptive heading from the page
- The title contains keyword stuffing that looks spammy
- The title is the same as another page on the same site
How to reduce rewrites:
Keep your title tag closely aligned with your H1 heading. If they diverge significantly, Google interprets one as correct and the other as misleading — and it often picks the H1. Having them say roughly the same thing in slightly different ways is ideal.
Write descriptive, specific titles. Generic titles like "Home" or "Products" are almost always rewritten. Google replaces them with something it considers more informative.
Avoid keyword repetition in the title. Repeating the same keyword twice or using a list of keywords signals spam. A title like "Dog food — best dog food — organic dog food" will be rewritten.
Keep your title under 60 characters. When Google truncates, it sometimes chooses a different piece of text from the page instead of just cutting the title short.
Even if Google rewrites your title, the original tag still provides context for ranking. A well-written title tag — even when rewritten for display — continues to influence relevance.