01Titles are the main source of title links
Google generates the title link in results automatically, using the <title> element as a main source alongside headings and other signals [1].
It recommends descriptive, concise titles that are unique for each page, and warns against keyword stuffing and boilerplate repeated across pages [1].
02Descriptions can be rewritten
Google may use the meta description as the snippet when it describes the page better than on-page text, but it chooses the snippet per query [2].
Unique, specific descriptions for each page give Google a better option to use [2].
03The tags Google actually reads
Google documents the meta tags it supports, including robots, googlebot, description, viewport and charset[3]. Tags outside that list are ignored.
Robots directives such as noindex, nosnippet and max-snippet follow a published specification [4].
04The keywords tag does nothing
Google confirmed in 2009 that it doesn’t use the keywords meta tag in web ranking [5]. The checker notes it but doesn’t score it.
References
- [1]Influencing your title links in search results · Google Search Centraldevelopers.google.com/search/docs/appearance/title-link
- [2]Control your snippets in search results · Google Search Centraldevelopers.google.com/search/docs/appearance/snippet
- [3]Meta tags and attributes that Google supports · Google Search Centraldevelopers.google.com/search/docs/crawling-indexing/special-tags
- [4]Robots meta tag, data-nosnippet and X-Robots-Tag specifications · Google Search Centraldevelopers.google.com/search/docs/crawling-indexing/robots-meta-tag
- [5]Google does not use the keywords meta tag in web ranking · Google Search Central Blog, 2009developers.google.com/search/blog/2009/09/google-does-not-use-keywords-meta-tag