In a hangout, one SEO professional was concerned about not matching the page title to the web page itself.
They found that their page titles had been shortened and their company name was added to the search result’s title.
Although they do add their company name at the end of titles sometimes, the concern is that Google adds it to all of their page titles, even when they don’t specify this.
The SEO pro was curious about whether or not it’s better to actually use shortened titles that can be displayed in the search results, or if it’s better to keep the ones they already have and allow Google to choose the page title.
John explained that Google doesn’t have anything specific about that, in terms of what is better on their side. The thing he believes is most worthwhile is that Google uses page titles as a tiny factor in their rankings.
So, you don’t want to make your page titles entirely irrelevant to the content on that page.
You can try different things out.
He also mentioned that it’s not a critical issue if the title they show in search results, which they call title links, isn’t exactly the same as the one you listed.
If the page title doesn’t match what’s on the page, that’s fine. Google also uses what they have on the page, when it comes to search.
From that perspective, the SEO pro can place items like the brand name in their title tag on those pages. Google will eventually show that, and may even make some changes to what they perceive is the best version of that page title.
The page itself, however, is the basis for what Google uses when ranking the page, rather than the title.
This happens at approximately the 15:37 mark in the video.