Las víctimas de la actualización de la etiqueta del título de Google pierden tráfico de búsqueda

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Las víctimas de la actualización de la etiqueta del título de Google pierden tráfico de búsqueda

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La actualización de la etiqueta de título de Google está causando tanta interrupción que algunos han comenzado a llamarla Titlepocalypse

Google no muestra etiquetas de título de editor en poco menos del 20 % de los resultados de búsqueda (comúnmente denominados SERP). Algunos en la comunidad de marketing de búsqueda han comenzado a llamar a la actualización de la etiqueta de título de Google Titlepocalypse porque algunos sitios están perdiendo tráfico, presumiblemente debido a títulos mal reescritos en los SERP.

Accidente de actualización de etiqueta de título de Google

La comercializadora de búsquedas Lily Ray tuiteó sobre una víctima de la actualización de Google. Señaló que los clics se redujeron en más de 60 000 la semana pasada.

El sitio no perdió ranking, la posición promedio se mantuvo igual.

La conclusión es fácil, el sitio perdió tráfico porque Google reescribió las etiquetas de título.

Lily Ray llama a la actualización de Google Titlepocalypse

1st significant casualty of the Google titlepocalypse:

This is a subfolder on an ecomm site where <title> tags switched out for <h1>, making them look a lot worse on Google.

CTR declined by .6% and clicks declined by over 60k in the past week!

(avg position stayed the same) pic.twitter.com/6hl9YdqhlC

— Lily Ray ? (@lilyraynyc) August 25, 2021

Primera víctima significativa del apocalipsis de títulos de Google:

Esta es una subcarpeta en un sitio de ecomm donde las etiquetas cambiaron por <h1>, lo que hace que se vean mucho peor en Google. </p><div class='code-block code-block-2' style='margin: 8px 0; clear: both;'> <script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-4678511808538727" crossorigin="anonymous"></script>  <ins class="adsbygoogle" style="display:block" data-ad-client="ca-pub-4678511808538727" data-ad-slot="9558221869" data-ad-format="auto" data-full-width-responsive="true"></ins> <script> (adsbygoogle = window.adsbygoogle || []).push({}); </script></div> <p>El CTR disminuyó un 0,6 % y los clics disminuyeron más de 60 000 en la última semana. </p> <p>(la posición promedio se mantuvo igual) pic.twitter.com/6hl9YdqhlC <a href="https://t.co/6hl9YdqhlC" rel="noopener" target="_blank">pic.twitter.com/6hl9YdqhlC</a></p> <p>— Lily Ray ? (@lilyraynyc) 25 de agosto de 2021 <a href="https://twitter.com/lilyraynyc/status/1430609761054117894?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p> <blockquote class="wp-block-quote"><p><blockquote class="twitter-tweet" data-dnt="true" data-width="550"> <p dir="ltr" lang="en">Impressions saw a slight decline but were pretty flat compared to the other metrics, so maybe some of the traffic decline stemmed from fewer searches taking place overall, but the CTR drop is pretty extreme.</p> <p>I imagine Amazon is seeing similar patterns. <a href="https://t.co/RxQi6tfup7" rel="noopener" target="_blank">pic.twitter.com/RxQi6tfup7</a></p> <p>— Lily Ray ? (@lilyraynyc) <a href="https://twitter.com/lilyraynyc/status/1430611513262460932?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p></blockquote></p></blockquote> <p>Las impresiones experimentaron una ligera disminución, pero fueron bastante planas en comparación con las otras métricas, por lo que tal vez parte de la disminución del tráfico se debió a que se realizaron menos búsquedas en general, pero la caída del CTR es bastante extrema. </p> <p>Me imagino que Amazon está viendo patrones similares. pic.twitter.com/RxQi6tfup7 <a href="https://t.co/RxQi6tfup7" rel="noopener" target="_blank">pic.twitter.com/RxQi6tfup7</a></p> <p>— Lily Ray ? (@lilyraynyc) 25 de agosto de 2021 <a href="https://twitter.com/lilyraynyc/status/1430611513262460932?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p> <h2 class="wp-block-heading"><span class="ez-toc-section" id="Ubicacion_incorrecta_en_la_etiqueta_del_titulo"></span>Ubicación incorrecta en la etiqueta del título<span class="ez-toc-section-end"></span></h2> <p>Se han recibido tantas quejas que Google inició un foro de ayuda para webmasters en el que los editores pueden llamar la atención sobre etiquetas de título incorrectas en los resultados de búsqueda. </p><div class='code-block code-block-3' style='margin: 8px 0; clear: both;'> <script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-4678511808538727" crossorigin="anonymous"></script>  <ins class="adsbygoogle" style="display:block" data-ad-client="ca-pub-4678511808538727" data-ad-slot="2098534247" data-ad-format="auto" data-full-width-responsive="true"></ins> <script> (adsbygoogle = window.adsbygoogle || []).push({}); </script></div> <p>Un editor con un sitio de tipo local que tiene varias ubicaciones señaló que Google estaba reescribiendo las etiquetas de título y usando la ubicación incorrecta. </p> <p>Tener una ubicación incorrecta en el título SERP es malo porque un usuario no hará clic en el resultado de la búsqueda cuando muestra una ubicación de la ciudad que no es la que está buscando. </p> <p>La publicación de discusión dice: <a href="https://support.google.com/webmasters/thread/122879386/your-feedback-on-titles-shown-in-search-results?hl=en&msgid=122888634" rel="noopener" target="_blank">discussion post</a></p> <blockquote class="wp-block-quote"><p><blockquote><p>“Hello, the latest change to titles is not properly representing the ‘brand attribute’ of the title. You are appending – AAA Northern California regardless of the location of the search. This business operates in multiples states outside of the Northern California region. CTR has dropped significantly in these instances.”</p></blockquote></p></blockquote> <p>«Hola, el último cambio en los títulos no representa correctamente el ‘atributo de marca’ del título. Está agregando: AAA del norte de California, independientemente de la ubicación de la búsqueda. Esta empresa opera en varios estados fuera de la región del norte de California. El CTR ha disminuido significativamente en estos casos”. </p> <h2 class="wp-block-heading"><span class="ez-toc-section" id="Titulos_relacionados_con_la_salud_de_Google_Mangles"></span>Títulos relacionados con la salud de Google Mangles<span class="ez-toc-section-end"></span></h2> <p>Una implementación particularmente mala de la actualización de la etiqueta de título de Google está en el sector de la salud. Google está agregando la palabra «vacunación» en el título de las páginas que tratan sobre una enfermedad pero no sobre la vacunación para la enfermedad. </p> <blockquote class="wp-block-quote"><p><blockquote class="twitter-tweet" data-dnt="true" data-width="550"> <p dir="ltr" lang="en">? Hi <a href="https://twitter.com/googlesearchc?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">@googlesearchc</a> <a href="https://twitter.com/searchliaison?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">@searchliaison</a> <a href="https://twitter.com/JohnMu?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">@JohnMu</a>, where is the best place to feed back on problematic page titles in SERPs? For a healthcare client it’s changing condition pages (like «Flu», «Polio») to condition + vaccine («Flu Vaccinations»). This is a big issue for YMYL content.</p> <p>— Jenny Hearn (@lagringaeterna) <a href="https://twitter.com/lagringaeterna/status/1430456227180462081?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p></blockquote></p></blockquote> <p>? Hola @googlesearchc @searchliaison @JohnMu, ¿cuál es el mejor lugar para retroalimentar los títulos de página problemáticos en las SERP? . Este es un gran problema para el contenido de YMYL. <a href="https://twitter.com/googlesearchc?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">@googlesearchc</a></p> <p>– Jenny Hearn (@lagringaeterna) 25 de agosto de 2021 <a href="https://twitter.com/lagringaeterna/status/1430456227180462081?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p> <blockquote class="wp-block-quote"><p><blockquote class="twitter-tweet" data-dnt="true" data-width="550"> <p dir="ltr" lang="en">It’s unnoticeable to most, outside those interested in search engines, but in that example: </p> <p>Google have taken what the page is about (‘Flu’), and rewritten it to what they *think* it should be (‘Flu Vaccinations’).</p> <p>That seems small (other than perhaps re pro/anti-vax) but… <a href="https://t.co/aN8CoTll2o" rel="noopener" target="_blank">pic.twitter.com/aN8CoTll2o</a></p> <p>— dan barker (@danbarker) <a href="https://twitter.com/danbarker/status/1430555310956158982?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p></blockquote></p></blockquote> <p>Es imperceptible para la mayoría, fuera de aquellos interesados en los motores de búsqueda, pero en ese ejemplo: </p><div class='code-block code-block-4' style='margin: 8px 0; clear: both;'> <script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-4678511808538727" crossorigin="anonymous"></script> <ins class="adsbygoogle" style="display:block" data-ad-format="autorelaxed" data-ad-client="ca-pub-4678511808538727" data-ad-slot="6386269128"></ins> <script> (adsbygoogle = window.adsbygoogle || []).push({}); </script></div> <p>Google tomó de qué se trata la página (‘Gripe’) y la reescribió a lo que *piensa* que debería ser (‘Vacunas contra la gripe’). </p> <p>Eso parece pequeño (aparte de quizás re pro/anti-vacunas) pero… pic.twitter.com/aN8CoTll2o <a href="https://t.co/aN8CoTll2o" rel="noopener" target="_blank">pic.twitter.com/aN8CoTll2o</a></p> <p>– dan barker (@danbarker) 25 de agosto de 2021 <a href="https://twitter.com/danbarker/status/1430555310956158982?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 25, 2021</a></p> <h2 class="wp-block-heading"><span class="ez-toc-section" id="Errores_de_capitalizacion"></span>Errores de capitalización<span class="ez-toc-section-end"></span></h2> <p>La comercializadora de búsquedas Jennifer Slegg tuiteó sobre Google insertando mayúsculas incorrectas en los títulos SERP, lo que resultó en una apariencia incómoda con palabras en minúsculas mezcladas con palabras en mayúsculas. </p> <blockquote class="wp-block-quote"><p><blockquote class="twitter-tweet" data-dnt="true" data-width="550"> <p dir="ltr" lang="en">One of the weirdest things about the title tag update in Google is I am seeing far more titles with no capital letters, even for the first letter, and it looks so odd. <a href="https://t.co/iBaCWdAfzu" rel="noopener" target="_blank">pic.twitter.com/iBaCWdAfzu</a></p> <p>— Jennifer Slegg (@jenstar) <a href="https://twitter.com/jenstar/status/1428898026840416260?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 21, 2021</a></p></blockquote></p></blockquote> <p>Una de las cosas más extrañas sobre la actualización de la etiqueta de título en Google es que veo muchos más títulos sin letras mayúsculas, incluso para la primera letra, y se ve muy extraño.. pic.twitter.com/iBaCWdAfzu <a href="https://t.co/iBaCWdAfzu" rel="noopener" target="_blank">pic.twitter.com/iBaCWdAfzu</a></p> <p>– Jennifer Slegg (@jenstar) 21 de agosto de 2021 <a href="https://twitter.com/jenstar/status/1428898026840416260?ref_src=twsrc%5Etfw" rel="noopener" target="_blank">August 21, 2021</a></p> <h3 class="wp-block-heading"><span class="ez-toc-section" id="Captura_de_pantalla_de_titulos_en_minusculas"></span>Captura de pantalla de títulos en minúsculas<span class="ez-toc-section-end"></span></h3> <p> </p><div class='code-block code-block-5' style='margin: 8px 0; clear: both;'> <script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-4678511808538727" crossorigin="anonymous"></script>  <ins class="adsbygoogle" style="display:block" data-ad-client="ca-pub-4678511808538727" data-ad-slot="7339252630" data-ad-format="auto" data-full-width-responsive="true"></ins> <script> (adsbygoogle = window.adsbygoogle || []).push({}); </script></div> <h3 class="wp-block-heading"><span class="ez-toc-section" id="Captura_de_pantalla_de_la_pagina_web_que_muestra_mayusculas"></span>Captura de pantalla de la página web que muestra mayúsculas<span class="ez-toc-section-end"></span></h3> <p> </p> <p>Revisé el código de la página web y la mezcla de mayúsculas y minúsculas en el título no existe en la página. La apariencia incómoda del título en el SERP es completamente culpa del algoritmo de Google. </p> <h2 class="wp-block-heading"><span class="ez-toc-section" id="%C2%BFSe_apresuro_el_algoritmo_de_etiqueta_de_titulo_de_Google"></span>¿Se apresuró el algoritmo de etiqueta de título de Google?<span class="ez-toc-section-end"></span></h2> <p>Hay tantos errores informados por la comunidad de publicación y búsqueda que es tentador concluir que esta actualización de algoritmo en particular no se probó a fondo. </p> <p>Según los informes, Google tiene miles de calificaciones de calidad de búsqueda. Uno pensaría que algunos de estos errores, particularmente en las áreas sensibles de la salud y la medicina, se habrían detectado y solucionado antes de que se implementara la actualización. </p> <p>¿Es esta una señal de que Google confía demasiado en sus algoritmos? </p> <h2 class="wp-block-heading"><span class="ez-toc-section" id="Citacion"></span>Citación<span class="ez-toc-section-end"></span></h2> <p>Discusión de ayuda oficial de Google Titlepocalypse <a href="https://support.google.com/webmasters/thread/122879386/your-feedback-on-titles-shown-in-search-results" rel="noopener" target="_blank">Official Google Titlepocalypse Help Discussion</a></p> <p>Leer el articulo original en <a href="https://www.searchenginejournal.com/titlepocalypse/417472/" target="_blank" rel="noopener">Search Engine Journal</a>.</p> <div class="kk-star-ratings kksr-auto kksr-align-center kksr-valign-bottom" 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