Ahrefs research: Google rewrites title tags 33.4% of the time
A study by Ahrefs revealed how often Google actually changes title.
The search engine team originally stated that original title titles are used about 87% of the time. Ahrefs analyzed 953,276 pages that rank in the top 10 of the search engine for various queries, and found that this figure is significantly lower - 66.6%. Thus, Google rewrites title tags 33.4% of the time. The study also showed that in September 2021, Google rewrote titles 33% more often than in June.
According to SearchEngines, most often the search engine uses the H1 and H2 headings to rewrite the title tag. They account for about 54% of alternative titles. In the remaining 46% of cases, other tags are used.
The study authors advise keeping an eye on long title titles. Google is currently 57% more likely to rewrite titles with a length of 600 pixels or more than in June 2021.