Inspite of all your efforts, Bing may choose to serve a title tag in its SERP, different to the title of your website. In a blog post published this week, Bing has explained the entire process of choosing title tags. Just about two months ago Google's Matt Cutts explained how Google chooses title tags.
Bing’s process is quite similar to Google. In order to help users complete their task as efficiently as possible, Bing would do the following things:
- Titles are a powerful tool to show how a site or document is relevant to a user’s query. Thus Bing will optimize titles based on the relevance to the user.
- Snippets also help the user differentiate between search results at a more granular level. Thus they would be optimized as well.
- Even the display URLs may be optimized at Bing’s discretion as users look at URLs to validate the source of information and gauge its authenticity.
Why Did Bing Choose a Particular Title?
When optimizing titles, URLs, and snippets, Bing follows a complex set of rules. Long titles might get trimmed to fit in the given space. Bing may also incorporate pieces of information in the title based on the searcher's preference.
Bing further explained, in a few cases they may use other pieces of information from a web page such as OpenGraph annotations, or prominent text extracted from the page. It may even use external data sources such as anchor text or the ODP listings. In some cases, when the Bing crawler is blocked by the webmaster, the search engine might use the URL as title.
How to Ensure the Title Specified by You is used by Bing?
Bing offers a few suggestions on how to choose a title, so that Bing makes no alterations:
- Webmasters should avoid long or repetitive titles. They should make the HTML Title relevant to the queries that would be used to search their site. Generic titles like “Home” or “About Us” should be avoided.
- They should ensure if they embed OpenGraph, etc., it is consistent with the title they want and all the fields are correct.
- If their site is listed on dmoz.org or other directories, the entry should be correct.
- Don’t block web crawlers. Webmasters should make sure not to block Bingbot if they want their content to be indexed. By slowing the crawl rate (via the Webmaster Tools) or by blocking Bingbot in the robots.txt file, or even blocking the IP addresses, crawling and indexing of content might be prevented.