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Google On The SEO Impact Of Changing Page Titles Every Day

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Google On The SEO Impact Of Changing Page Titles Every Day


Google’s Search Advocate John Mueller explains whether updating page titles every day will have a positive or negative impact to your website’s SEO.

This topic is discussed during the Google Search Central SEO office-hours hangout recorded on February 4.

An SEO professional named Askash Singh joins the livestream to ask Mueller a series of questions, one of which has to do with the impact of changing page titles.

Singh says he has a website that reports on stock prices, which requires him to change page titles every day to reflect a stock’s latest value.

He asks if there’s anything wrong with doing that from an SEO standpoint.

Here’s Mueller’s response.

Changing Page Titles Daily: Good Or Bad For SEO?

Mueller doesn’t advise against changing page titles every day.

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There’s no SEO benefit to updating page titles on a regular basis, so it’s up to you whether you think there’s value in it for searchers.

However, just because you change your page titles every day it doesn’t mean Google will update them in search results every day.

It’s possible Google will only update them every week or every month.

“I think that’s fine. I mean, it’s something where we wouldn’t give it any special weight if your title tag keeps changing. But if you want to update your titles regularly that’s totally up to you.

The difficulty, I suspect, is more that if you change your titles on a daily basis, we might not re-crawl that page on a daily basis. So it might be that you change it every day, but in the search results the title that we show is a few days old just because that’s the last version that we picked up from that page. But that’s more of, I’d say, like a practical effect, rather than a strategic effect.”

If your page titles contain time-sensitive information, such as stock prices, they may quickly be outdated if Google only crawls your site once a week.

Singh follows up by asking if Google will crawl a site more often if Googlebot discovers the page titles are constantly changing.

Mueller says you can’t count on that happening.

“I mean, it helps us to recognize when something has changed, but it’s not necessarily going to happen that we’re going to say ‘oh, we’ve seen this page change every day. Therefore, we will recrawl it every day.’

It might be that we re-crawl it every day, it might be that we re-crawl it every week or every month. So it’s not that the changes that you make with the titles would affect how quickly we re-crawl.”

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You can use Google Search Console’s index report to see how frequently Googlebot crawls your pages.

From there you can decide whether it makes sense to update page titles every day.

Another important factor to keep in mind is Google rewrites 61% of page titles.

So even if you update your titles every day, and Google re-crawls your pages every day, there’s still no guarantee Google will display the page title you’ve provided.

Hear Mueller’s full response in the video below:


Featured Image: Screenshot from YouTube.com/GoogleSearchCentral, February 2022. 

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Link relevancy trumps volume for SEO

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Data speaks Link relevancy trumps volume for SEO

30-second summary:

  • Earned media coverage is more valuable than ever for your website
  • Digital PR is just as important as technical SEO
  • A large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, it’s impossible to deny the benefit that digital PR as a tactic has on an organic growth strategy. Earned media coverage is more valuable than ever for your website. You could be doing everything right for SEO, but if you’re not building links, you’re still missing out on the increased search visibility, organic traffic, and brand awareness that backlinks bring to your business.

Last year, Google’s John Mueller finally weighed in on digital PR as a tactic and confirmed what we’ve all known for a while now: that it’s just as important — if not more — as technical SEO.

As digital PR is still a relatively “young industry” that’s only just sprouted up in the past 10 years, many PR pros have relied on “viral” campaigns to boost the backlink portfolio of their clients. These viral campaigns are often celebrated but are often created with little regard to how relevant, or “on-brand” those ideas really are.

After all, if a large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, link volume is no longer the goal (or shouldn’t be)

While many PR pros’ were evaluating their success around this one key metric (link volume) others in the industry have suspected for a while now that the relevance of linking coverage is a key factor Google looks at when assigning “value” to links.

Once again, John Mueller has settled the debate about link volume vs link relevance,  coming out in 2021 and saying that ‘the total number of links’ doesn’t matter at all.

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This clarity has helped refocus the digital PR industry and forced PR pros to re-evaluate what metrics and KPIs we need to be focusing on to drive true organic growth.

It’s no longer enough to be ‘popular’ you also need to be relevant. Not just in terms of the publications you are targeting, but the keywords you want to rank for,  audience interest, and most importantly, brand alignment to the story you are pitching in.

Google is continuously looking to become more intelligent through its use of machine learning and artificial intelligence. It wants to understand web content as a human, and therefore through its use of natural language understanding, it is likely to not just be looking at the anchor text of links in third-party articles, but it is also wanting to understand the wider context of the article that a brand is placed in.

How to ensure your link-building activity is relevant to your brand

The first steps to coming up with relevant content ideas for your digital PR campaign are to:

  1.  understand your client, and
  2.  understand your client’s audience and their needs.

Every good idea will flow from these two pillars.

If Google’s main objective is to show the best content to users through search, then your job is to create content that either supports your client’s product or service or supports their customers.

It is more important than ever to not only create relevant and on-brand content in the written form but also ensure that any supporting assets created (video, images, audio) are also relevant to the target keywords and services or products that the brand sells.

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In addition, it’s important to create content that engages people, to drive further buzz and positive sentiment around the brand, all of which contribute to greater brand awareness and affinity among your potential customers.

How to measure the relevancy of your backlink profile

We now have the technology available to us to be able to understand and assign quantifiable metrics to the relevance of linking coverage (or indeed the relevance of any text-based content) – which allows us to be much more data-driven and targeted when developing digital PR, link creation activity and competitor and marketplace analysis.

For example, natural language understanding tools like Salient, measure the relevancy of both off-page and on-page content. Tools like this help to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile.

At Journey Further, we use this proprietary tool to measure the relevancy of both off-page and on-page content for our clients.

Measuring the relevancy of your backlink profile

We can use this tool to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile but also aids us in optimizing its content on-site. The outcome of which – is a much more focused, effective, and measurable digital PR activity that is better aligned to SEO objectives and that delivers better ROI for clients.

Looking ahead to 2023

Looking ahead to 2023 and beyond, it’s likely that Google will only continue to develop better technology to understand web content.

All digital PR campaigns should reflect this, and where possible, be multi-faceted, not just relying on a single press release to get cut through. We need to be thinking as marketers, not just SEO practitioners, and ensure we are driving as much ROI as possible. Taking a brand plus performance approach to SEO and digital PR will therefore be key.


Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

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