Bing Explains How They Choose The Title Tag For Your Web Pages

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Bing Explains How They Choose The Title Tag For Your Web Pages

Despite your best efforts to define the title tags for your web pages, Bing may take it upon themselves to serve a different title in the search engine results pages (SERPS). Bing explains their process for choosing title tags in a blog post published this week.

In the post, Bing says that their goal is to “help the user complete their search tasks as efficiently as possible.” In order to do this, Bing will do the following things in the SERPS:

  • Titles will be optimized based on relevance to the individual user.
  • Entire snippets may be optimized as well.
  • Even the display URLs may be optimized at Bing’s discretion.

When optimizing titles, URLs, and snippets, Bing follows complex set of rules that involve combinations of multiple pieces of information.

Long titles might get truncated to fit in the available space. Bing may also incorporate pieces of information in the title based on what it has learned of searchers’ preferences. For example, Bing knows that users like to see business names in titles, so the name of your business may be moved to the front of the title tag.

Bing explains that in some cases they may use other pieces of information from a web page such as OpenGraph annotations, or prominent text extracted from the page. Bing may even use external data sources such as anchor text.

How To Preserve Your Title Tag In Bing’s Search Results

If you put extra time and care into choosing the perfect title tag for your web pages, and would rather Bing not change them on you, then Bing offers the following suggestions:

  1. Make the HTML Title relevant to the queries that would be used to search your site without being overly long or repetitive. Avoid generic titles like “Home” or “About Us”.
  2. If you embed OpenGraph, etc., make sure it is consistent with the title you want, and that all the fields are correct, for example that your site name is correct.
  3. If your site is listed on or other directories make sure the entry is correct.
  4. Don’t block web crawlers.

Bing also suggests that the way you represent your site is consistent across the web. That means wherever you reference your URL you should ensure that any meta data associated with it is correct and matches the way you want it to be represented.

Matt Southern
Matt Southern has been the lead news writer at Search Engine Journal since 2013. His passion for helping people in all aspects of online marketing... Read Full Bio
Matt Southern
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  • Norman

    Thank you. Great information. Clients often want their name displayed as the link in the SERPs, but we always optimize for keywords. On the other hand, sometimes we optimize for CTR with calls to action. It would be nice to be able to preserve these instances.

  • Jordan Rodriguez

    Great article! It’s really important to understand how Bing may change certain title tags for your web pages. A lot of people may ignore Bing and their rules and while Bing may not be as “important” as Google, it is still crucial to optimize accordingly. It’s all connected in one way or another, so it is best to every thing correct the first time around.

  • Imran

    Seem article is published without editing – to do thisTo do this

    • Kelsey Jones

      Thanks Imran! I just fixed it. Matt’s posts don’t go through the same editorial process because he is a newswriter, so please excuse our occasional error for the sake of timeliness!