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[arafatenzo]

The original headline "What is MarTech? ...This is MarTech" in the SERP was changed to "MarTech is Marketing Logo". This text was taken from the alt text for the logo in the header of the MarTech page. Google decided to display some of the alt text, which, however, provides little context and is not click-worthy.

Example of changing the title tag in the SERP on Google

Image source: Correy Patterson, " When Google's title change goes wrong ".

"We looked at the search metrics for our 'What is MarTech?' page to see what impact the headline change had on the SERP, especially since it's one of our most visited pages. (...) Since the headline change occurred between October 27th and November 1st, we compared the page's performance in November to its performance in October. We sweden email list found that the total number of clicks per page decreased from 2,301 to 1,500, and the average click-through rate (CTR) dropped from 3.1% to 2%. The total
number of impressions increased from 73,691 to 75,427, and the average position remained at 12.7. This suggests that the headline change did not impact visibility or search position, but it did strongly discourage people from clicking on the SERP result."

Patterson further describes that they did not want to wait for Google to edit the title and decided to act immediately:
- They submitted the page for re-indexing through Google Search Console.
- They edited the title tag to "What is MarTech? ...MarTech is Marketing". According to them, this text better describes the topic of the page.
- They added internal links to the page and inserted keywords such as "what is martech", "martech is marketing" or just "martech" into the anchor text to tell search robots what this page is actually about.