Over the last couple of weeks I've seen sites appearing on Google SERPs with a title tag (usually just their brand name) and then when clicked through their title tag changes to something much longer.
Example. If you go to Google.co.uk and search for 'rightmove' the first result will be the popular property website. Now look at their title, it's 'Rightmove', then when you click the link it goes through to the site and the title becomes something different.
Other examples are Zavvi and lastminute.com. With Zavvi, you're presented with something different again when searching for 'zavvi music' and more.
I'm confused.. Can anyone help me explain this?