Stop the Rewrite: Understanding Why Google ‘Steals’ and Changes Your Best Headlines

The question of Google “stealing” or changing an author’s carefully crafted headline (the HTML <title> tag) is one of the most frustrating and discussed topics in modern SEO. Google’s rationale is that it aims to provide the most “readable and accessible” title link for the user and the specific search query, even if that means replacing the site owner’s version.

A 2022 study by Zyppy SEO confirmed that Google rewrites a significant majority of titles, with figures around 61.6% for desktop search results.

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Why Google “Steals” and Changes Headlines

 

Google’s primary goal is user experience and relevance.¹ If the title tag provided by the website owner does not serve the user well in the search results, Google will generate a new title from other elements on the page.

 

 

1. Accuracy and Relevance to the Page

 

• The Inaccurate Title: The title tag does not accurately reflect the content of the page.²

   

  • Example: A page title is simply “Home” or “Products,” but the page content is about “Seasonal Organic Produce.” Google might rewrite it to “Seasonal Organic Produce – Site Name.”
• The Mismatch: The title is great, but the user’s search query only relates to a small part of it. Google will tailor the title to better match the searcher’s intent.
  • Example: The page title is “The Ultimate Guide to Digital Marketing, SEO, and Social Media,” but the user searches for ‘SEO guide’ Google might truncate it to “Ultimate Guide to SEO and Social Media.”

 

2. Length and Formatting Issues

 

• Too Long or Too Short: Titles that are either excessively long or very short are highly likely to be rewritten. The “sweet spot” is generally considered to be around 51–60 characters (or around 580 pixels).
  • Case Study Commentary: Studies show titles over 70 characters are rewritten over 99% of the time.³ Very short titles (e.g., “Home”) are rewritten over 95% of the time (Zyppy SEO).

     

• Keyword Stuffing: The title repeats keywords unnecessarily, making it look spammy.⁴

   

  • Example: “Buy Best Widgets Online, Cheap Widgets, Discount Widgets for Sale.” Google will simplify this to a more natural title, often removing the repetitive terms.
• Problematic Separators: Google has a preference for the simple dash (-) over the pipe separator (|).
  • Case Study Commentary: Titles using pipes (|) were found to be rewritten or have the pipe removed more than double the rate of titles using a dash (-).
• Brackets and Parentheses: Google frequently removes content enclosed in brackets.⁵

   

  • Case Study Commentary: Brackets [] are removed from titles 32.9% of the time, often taking the enclosed text with them (e.g., removing [2025 Update]). Parentheses () fare slightly better but are still at risk.

 

3. Boilerplate or Repetitive Elements

 

• Boilerplate Text: Using the same, non-descriptive text on a large number of pages (e.g., repeating a long company name or marketing slogan).
  • Example: “How to Change Your Oil – Acme Auto Shop – Best Auto Repair in Town!” Google may remove the repetitive “Best Auto Repair in Town!” section from the title.

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The Impact and SEO Commentary

 

Factor	Impact on SEO/CTR	SEO Commentary
Ranking	Minimal Direct Impact	Google states that the title displayed on the SERP (the rewritten one) is separate from the title used for ranking (your original title tag). However, an improved title can lead to the second point…
Click-Through Rate (CTR)	Significant Indirect Impact	If Google’s rewritten title is more compelling or relevant to the user’s search query, it can lead to a higher CTR. A higher CTR is a positive signal that can ultimately improve your rankings over time.
Brand Control	Loss of Control	This is the biggest frustration for site owners. Google often moves or removes brand names from the end of the title, which affects brand visibility and consistency.

 

Case Study Example: The H1-to-Title Rewrite

 

One of the most common rewrites involves Google swapping the original title tag with the page’s H1 heading.

• Original Title Tag: <title>All About Our Widgets, Prices, & Reviews</title> (Short, somewhat generic)
• On-Page H1: <h1>The 2025 Expert Review of the X-Series Widget and Accessories</h1> (Detailed, compelling, and specific)
• Google’s Result: The 2025 Expert Review of the X-Series Widget and Accessories

Commentary: In this case, Google saw the H1 as a better, more descriptive summary of the page’s actual content. Site owners are advised that a good strategy to reduce rewrites is to make sure the primary H1 is a close match or even identical to the custom title tag.

 

How to Reduce the Likelihood of Rewriting

 

While you cannot entirely stop Google from changing your titles (there is no “opt-out” mechanism), you can dramatically reduce the likelihood by following best practices:

1. Match Title and H1: Ensure your HTML <title> tag and your on-page primary headline (<h1>) are closely aligned and both are excellent.
2. Stick to the Sweet Spot: Keep titles concise, ideally between 51-60 characters in length.
3. Use the Right Separator: Prefer the simple dash (-) over the pipe (|).
4. Avoid Stuffing and Repetition: Use keywords naturally and avoid repeating the same word multiple times (including your brand name, if possible).
5. Be Descriptive: The title must be an accurate, unique summary of the page’s content.⁶ Do not use generic or misleading clickbait titles.⁷