...Says It Improves Clickthrough Rate

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January 12, 2012
Why Does Google Change Titles?
By Chris Crum
Google changes the titles of search results sometimes. This is nothing new, but the company is shedding a bit of light on the process, saying their alternative titles usually improve clickthrough rate.

Google Webmaster Trends Analyst Pierre Far writes on the Google Webmaster Central Blog, "Page titles are an important part of our search results: they're the first line of each result and they're the actual links our searchers click to reach websites.

Our advice to webmasters has always been to write unique, descriptive page titles (and meta descriptions for the snippets) to describe to searchers what the page is about."

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