An important question was addressed in Google’s Office Hours podcast: does it matter if the title element and the H1 element match? This is a significant query because Google’s approach to handling these elements differs from traditional SEO practices.
How Important Is It For H1 & Title Tags To Match?
In a recent Google Office Hours podcast, Google’s Gary Illyes addressed the question: “Is it important for title tags to match the H1 tag?”
Gary answered: “No, just do whatever makes sense from a user’s perspective.” While this response is helpful, it does not explain why matching the title tag and the first heading element isn’t crucial. Additionally, he linked to documentation about how Google generates “title links” in the search engine results pages (SERPs), providing further insights into their approach.
The Title and H1 Elements
The title element resides in the <head> section alongside other metadata and scripts crucial for search engines and browsers. Its primary role is to provide a concise yet informative description of the webpage’s content before a potential visitor clicks through from the SERPs. The title must succinctly convey what the webpage covers, helping users decide if it matches their search intent and prompting them to click.
Contrary to enticing clicks, the title tag’s core function accurately represents the page’s content.
On the other hand, heading elements (H1, H2, etc.) function like section titles, delineating various parts of a webpage. Typically, the first heading (often an H1, though it could be an H2) offers a specific description of the webpage’s content to users familiar with its general topic. Therefore, the H1 element is slightly more specific.
How Does Google Use H1 and Titles?
Google utilizes headings and titles to understand the content of web pages and to create the title link displayed in the SERPs. If the <title> element doesn’t accurately describe the page’s content—perhaps because it’s optimized for a popular keyword without context—Google may use one of the heading tags instead for the title link.
In the past, it was common practice to insert desired keyword phrases into the title tag for ranking purposes. However, Google’s ranking algorithms have evolved significantly. Today, with advancements in natural language processing, neural networks, machine learning, and AI, Google focuses more on understanding concepts and topics rather than strictly matching keywords.
As a result, the title tag and heading tags should be seen as more than just slots for targeted keywords. Instead, they are most effective when used to provide a general description (title element) and a more specific overview (H1) of the webpage’s content.
Google’s Rules for Title Links
Gary Illyes of Google referred to documentation explaining how Google utilizes titles and headings to generate title links. Titles should be descriptive and concise. While incorporating keywords is essential, the title must accurately reflect the page’s content.
Avoid Boilerplate
Boilerplate refers to phrases repeated across a site, often in templated content such as:
“(Type of law) Lawyers in (City Name), (State Name) – Name of Website”
Google’s documentation advises that title elements should enable potential site visitors to distinguish between different pages.
Branding in Title Tags
Another useful tip involves website branding. Google suggests that the homepage is the appropriate place to provide additional information about the site.
Takeaways
- Title Element Priority: Google typically uses the title element for the title link in SERPs. If it’s not suitable, Google may use the first heading or search elsewhere on the page.
- General Description: Use the title to provide a general description of what the page is about.
- Specific Headings: Headings act as section titles. The first heading (H1) should describe the page more precisely, compelling the reader to engage further.
- Comprehensive Communication: All headings on a webpage collectively communicate the content’s structure, similar to a table of contents.
- Title Function: The title element serves a role similar to the title of a non-fiction book, offering a broad overview.
- Expert Help: If you find optimizing these elements challenging, consider our monthly SEO packages for professional assistance.
