Google Fixes SERP Branding Display Error
▼ Summary
– A site fully rebranded in 2015, but Google’s search results persistently show its old name in title tags.
– Google’s John Mueller acknowledged the oddity, had no definitive answer, and forwarded the case to his team.
– He suggested a workaround of using the domain name as an alternate site name in structured data.
– The article notes the site has some residual technical issues, like old referral links in the footer and outdated sitemap URLs.
– This case is presented as a rare indexing anomaly that offers a glimpse into Google’s internal processes.
A persistent issue where Google displays outdated brand names in search results has recently been highlighted, offering a rare glimpse into potential indexing anomalies. In a specific case, a company that rebranded nearly a decade ago still sees its old name appear in SERP title tags, despite having fully updated its website and technical infrastructure. This situation underscores the complexities of search engine branding signals and how legacy data can sometimes override current on-page information.
The query was raised directly to Google’s John Mueller, who acknowledged the oddity. The company in question, Treatwell in the UK, continues to be listed under its former name “Wahanda” in search results, a rebrand that was completed in 2015. Mueller expressed puzzlement, suggesting it might be an unusual bug preventing a segment of the index from refreshing. While he escalated the issue internally, his practical advice was to implement the domain name as an alternate site name through structured data, referencing Google’s official documentation for site name selection.
Investigating the technical setup reveals a seemingly correct configuration. The old domain uses proper 301 redirects to the new one, and no visible on-page content contains the outdated branding. However, a deeper audit uncovered minor inconsistencies, such as legacy referral codes in footer links and a sitemap containing links to defunct pages that reference the old brand. While these elements may not be the direct cause of the SERP display error, they highlight the importance of maintaining clean technical hygiene, including sitemap accuracy and removing obsolete links.
Instances like this are instructive for SEO professionals. They reveal that even with flawless implementation of best practices for rebranding, unforeseen glitches can occur within search engine systems. This anomaly acts as a window into the less visible mechanics of Google’s indexing process, reminding webmasters that persistence and thoroughness are key. Ensuring all possible legacy signals are eradicated, and utilizing Google’s recommended fallbacks, remains the most reliable path to aligning search visibility with a current brand identity.
(Source: Search Engine Journal)
