Google has long been known to tweak website title tags, but a new study reveals just how often it’s happening — and why. In the first quarter of 2025, Google modified 76% of title tags in search results, up 25% from a similar study in 2023. That’s a major signal for SEOs, marketers, and content creators alike.

So what’s going on here? And what should we be doing differently?

Why Google Rewrites Title Tags

Google’s goal is to serve users the most relevant, clear, and helpful search results. If your title tag doesn’t quite deliver on those fronts, Google might take it upon itself to make an edit.

The Most Common Reasons:

• Brand Name Removal: In 63% of rewritten titles, Google removed the brand name — especially if it didn’t add meaningful value to the searcher.
• Clarity Improvements: Roughly 30% of changes focused on making titles easier to understand or better aligned with user expectations.
• Title Length Adjustments: Around 8% were either too short or too long and were modified accordingly.
• Intent Matching: Google often adjusts titles to match what it thinks the user is really searching for — especially on commercial queries.

What the Data Says

A large-scale keyword study (analyzing up to 30,000 keywords) found that:

• 76% of titles were rewritten
• Only 35% of original words were retained in changed titles
• 77% of rewritten titles didn’t include the page’s primary focus keyword

This suggests that Google is prioritizing clarity and user experience over exact keyword matching.

Commercial vs. Informational Titles

Commercial Pages

• Google generally respects keyword strategy for commercial pages.
• About 32% of original titles included keywords — and Google kept those keywords nearly 31% of the time.
• Keyword additions or removals were rare.

Informational Pages

• Very different story.
• Only 6% of original titles had focus keywords.
• Google retained those keywords in just 5% of rewritten titles.
• 93% of modified informational titles didn’t include any keywords at all.

YMYL vs. Non-YMYL Content

YMYL (Your Money, Your Life) content — like health, finance, or legal advice — gets special treatment.

• Google still rewrote 76% of titles, same as other categories.
• But in YMYL:
  • Only 21% of original titles had keywords.
  • Google kept those keywords in just 19% of rewrites.
  • 77% of changed titles lacked keywords altogether.

This is likely because accuracy and trust matter more than keyword optimization in sensitive content.

Non-YMYL Content:

• More keyword-friendly.
• Google preserved keywords in 26% of changed titles.
• It’s less aggressive in editing here since the stakes are lower.

How to Optimize Title Tags in 2025

If Google’s going to rewrite your titles anyway, what’s the point of optimizing them?

Plenty — if you optimize with Google’s priorities in mind.

Here’s What You Can Do:

• Focus on Clarity: Write titles that are immediately clear and descriptive.
• Use Keywords Intelligently: Especially for commercial content, keep keywords relevant and natural.
• Don’t Rely on Your Brand Name: Unless it’s a branded search, Google might cut it.
• Match Search Intent: Think like your user — what are they really looking for?
• Avoid Vague Titles: Replace “Our Services” with “Affordable Roof Repairs in New York,” for example.

As Google continues to rewrite title tags to better match user intent, it’s more important than ever to craft SEO strategies that prioritize clarity, relevance, and real user value. At SEO Guru NYC, we specialize in helping businesses in New York stay ahead of search algorithm updates with smart, adaptive SEO tactics. Whether you’re managing commercial or informational content, our team ensures your metadata and on-page optimization align with what Google—and your audience—really wants.

Let’s optimize your titles before Google does. Contact us today.