Google may also show different titles depending on the user's query or device used for searching. A page's description meta tag gives Google and other search engines a summary of what the page is about. A page's title may be a few words or a phrase, whereas a page's description meta tag might be a sentence or two or even a short paragraph. Description meta tags are important because Google might use them as snippets for your pages.
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Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags 18 and better snippets for your users We also have a handy Help Center article on how to create good titles and snippets Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.
While there's no minimal or maximal length for the text in a description meta tag, we recommend making sure that it's long enough to be fully shown in Search note that users may see different sized snippets depending on how and where they search , and contains all the relevant information users would need to determine whether the page will be useful and relevant to them. If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible.
In this case, you could automatically generate description meta tags based on each page's content. Since heading tags typically make text contained in them larger than normal text on the page, this is a visual cue to users that this text is important and could help them understand something about the type of content underneath the heading text.
Multiple heading sizes used in order create a hierarchical structure for your content, making it easier for users to navigate through your document.
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Similar to writing an outline for a large paper, put some thought into what the main points and sub-points of the content on the page will be and decide where to use heading tags appropriately. Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins. Structured data 21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages.
Search engines can use this understanding to display your content in useful and eye-catching! That, in turn, can help you attract just the right kind of customers for your business. For example, if you've got an online store and mark up an individual product page, this helps us understand that the page features a bike, its price, and customer reviews.
We may display that information in the snippet for search results for relevant queries. We call these "rich results. In addition to using structured data markup for rich results, we may use it to serve relevant results in other formats.
We recommend that you use structured data with any of the supported notations markup to describe your content. Once you've marked up your content, you can use the Google Rich Results test 25 to make sure that there are no mistakes in the implementation. If you want to give structured markup a try without changing the source code of your site, you can use Data Highlighter which is a free tool integrated in Search Console that supports a subset of content types. If you'd like to get the markup code ready to copy and paste to your page, try the Markup Helper tool.
It also shows any errors we've detected. Correct structured data on your pages also makes your page eligible for many special features in Search results, including review stars, fancy decorated results, and more. See the gallery of search result types that your page can be eligible for. Search engines need a unique URL per piece of content to be able to crawl and index that content, and to refer users to it. Different content - for example, different products in a shop - as well as modified content - for example, translations or regional variations - need to use separate URLs in order to be shown in search appropriately.
The hostname is where your website is hosted, commonly using the same domain name that you'd use for email.
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Google differentiates between the "www" and "non-www" version for example, "www. Path, filename, and query string determine which content from your server is accessed. The hostname and protocol are case-insensitive; upper or lower case wouldn't play a role there.
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A fragment in this case, " info " generally identifies which part of the page the browser scrolls to. Because the content itself is usually the same regardless of the fragment, search engines commonly ignore any fragment used. The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the webmaster thinks is important.
Although Google's search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site. All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page your root page to a page containing more specific content.
Do you have hundreds of different products that need to be classified under multiple category and subcategory pages? A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page usually the root page as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup 28 when showing breadcrumbs.
A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors.
Make it as easy as possible for users to go from general content to the more specific content they want on your site.
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Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don't require an internal "search" functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content. Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site.
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Your page should probably have a link back to your root page and could also provide links to popular or related content on your site. Creating descriptive categories and filenames for the documents on your website not only helps you keep your site better organized, it can create easier, "friendlier" URLs for those that want to link to your content. Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.
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If your URL is meaningful, it can be more useful and easily understandable in different contexts. Google is good at crawling all types of URL structures, even if they're quite complex, but spending the time to make your URLs as simple as possible is a good practice. URLs with words that are relevant to your site's content and structure are friendlier for visitors navigating your site. Use a directory structure that organizes your content well and makes it easy for visitors to know where they're at on your site. Try using your directory structure to indicate the type of content found at that URL.
To prevent users from linking to one version of a URL and others linking to a different version this could split the reputation of that content between the URLs , focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a redirect 32 from non-preferred URLs to the dominant URL is a good solution for this.
Creating compelling and useful content will likely influence your website more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email, forums, or other means.
Organic or word-of-mouth buzz is what helps build your site's reputation with both users and Google, and it rarely comes without quality content. Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic.
Anticipating these differences in search behavior and accounting for them while writing your content using a good mix of keyword phrases could produce positive results. Google Ads provides a handy Keyword Planner 34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report Consider creating a new, useful service that no other site offers.
You could also write an original piece of research, break an exciting news story, or leverage your unique user base. Other sites may lack the resources or expertise to do these things. It's always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends.
Breaking your content up into logical chunks or divisions helps users find the content they want faster. New content will not only keep your existing visitor base coming back, but also bring in new visitors. Learn more about duplicate content Designing your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results.