Titles, snippets and duplicate content

1Overview

Each search result shows a title link, a URL or breadcrumb with a site name, and a snippet. Google generates all three automatically from the page and other signals, which means site owners influence them rather than dictate them [1][4][5].

The same elements also help Google decide which of several similar pages to show. When pages are duplicates, Google picks one canonical version and treats the rest as alternates [9].

2Title element and title links

The HTML <title> element names a document and appears in browser tabs and bookmarks [3]. In search, Google calls the clickable headline the title link [1].

Google’s title links come mainly from the title element, but can also draw on the main visible title on the page, heading elements, other prominent text, anchor text of links to the page, and structured data [1]. In August 2021 Google announced it was relying less on the query and more on such on-page text when generating titles [2].

Best practice

• Write a unique title for every page [1].
• Make it descriptive and concise; avoid vague titles such as “Home” or “Untitled” [1].
• Avoid keyword stuffing and repeating boilerplate text across many pages [1].
• Brand titles concisely, for example with the site name at the end [1].

3Site names

Since 2022 Google shows a site name alongside results. It is generated from signals including WebSite structured data, the home page title and headings, and how the site is referred to elsewhere [4].

4Meta descriptions and snippets

The snippet is the text under the title link. Google creates it primarily from the page content, choosing the passage most relevant to each query, and may use the meta description when it describes the page better [5].

Google recommends a unique, specific meta description for each page, summarising what it offers, rather than a single description shared across the site [5]. There is no fixed length limit; snippets are truncated as needed [5].

5Headings

HTML provides six heading levels, <h1> to <h6>, which define the structure of a document’s sections [7].

Google’s starter guide recommends using headings to organise content so that readers can scan it and follow its structure [8]. Headings also count among the sources Google may use for a title link [1].

6Duplicate content

Duplicate content is substantially similar content at more than one URL. Common causes include http and https versions, www and non-www hosts, URL parameters for tracking and sorting, printer-friendly pages and product variants [9].

Google groups duplicates and chooses one as canonical [9]. In a 2008 post it explained that this is not a penalty: duplicate content on a site isn’t grounds for action unless it appears intended to deceive or manipulate results [10].

Where many pages are generated mainly to rank, with little added value, Google’s spam policy on scaled content abuse can apply [15].

7Helpful content and quality

Google’s guidance asks whether content is made primarily for people, demonstrates first-hand expertise, and leaves readers satisfied, and offers a list of self-assessment questions [11].

In August 2022 Google launched the helpful content update, a site-wide signal aimed at content created mainly for search engines [12]. In March 2024 it said this work had been incorporated into its core ranking systems [13].

Google’s quality rater guidelines, which train human evaluators rather than set rankings directly, added “Experience” to E-A-T in December 2022, making it E-E-A-T [14].

8Images and alt text

Google recommends descriptive alt text for images, written for people using screen readers as well as search engines, and descriptive file names [16].

9Meta tags Google ignores

Google confirmed in 2009 that it does not use the keywords meta tag in web ranking [17]. It publishes the list of meta tags it does support, including description, robots, viewport and charset[18].

10Common misconceptions