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 When Googlebot crawls a page, it should see the page the same way an average user does. For optimal rendering and indexing, always allow Google access to the JavaScript, CSS, and image files used by your website. If your site's robots.txt file disallows crawling of these assets, it directly harms how well our algorithms render and index your content. This can result in suboptimal rankings.

 Recommended action: Use the URL Inspection tool. It will allow you to see exactly how Google sees and renders your content, and it will help you identify and fix a number of indexing issues on your site.

 A element tells both users and search engines what the topic of a particular page is. Place the element within the element of the HTML document, and create unique title text for each page on your site.

 If your document appears in a search results page, the contents of the element may appear as the title link for the search result (if you're unfamiliar with the different parts of a Google Search result, you might want to check out the anatomy of a search result video).

 The element for your homepage can list the name of your website or business, and could include other bits of important information like the physical location of the business or maybe a few of its main focuses or offerings.

 Accurately describe the page's content

 Choose title text that reads naturally and effectively communicates the topic of the page's content.

 Make sure each page on your site has unique text in the element, which helps Google know how the page is distinct from the others on your site. If your site uses separate mobile pages, remember to use descriptive text in the elements on the mobile versions too.

 Using a single title in all elements across your site's pages or a large group of pages.

 Use brief, but descriptive elements

  elements can be both short and informative. If the text in the element is too long or otherwise deemed less relevant, Google may show only a portion of the text in your element, or a title link that's automatically generated in the search result.

 Using extremely lengthy text in elements that are unhelpful to users.

 Stuffing unneeded keywords in your element.

 Use the meta description tag

 A page's meta description 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 meta description tag might be a sentence or two or even a short paragraph. Like the element, the meta description tag is placed within the element of your HTML document.

 What are the merits of meta description tags?

 Meta description tags are important because Google might use them as snippets for your pages in Google Search results. 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 meta description 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. Learn more about how to create quality meta descriptions.

 A snippet in a web result in Google Search

 Write a description that would both inform and interest users if they saw your meta description 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.

 Writing a meta description tag that has no relation to the content on the page.

 Using generic descriptions like "This is a web page" or "Page about baseball cards".

 Filling the description with only keywords.

 Copying and pasting the entire content of the document into the meta description tag.

 Use unique descriptions for each page

 Having a different meta description tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (for example, searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting meta description tags probably isn't feasible. In this case, you could automatically generate meta description tags based on each page's content.

 Using a single meta description tag across all of your site's pages or a large group of pages.

 Use heading tags to emphasize important text

 Use meaningful headings to indicate important topics, and help create a hierarchical structure for your content, making it easier for users to navigate through your document.

 Imagine you're writing an outline

 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.

 Placing text in heading tags that wouldn't be helpful in defining the structure of the page.

 Using heading tags where other tags like and may be more appropriate.

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 Erratically moving from one heading tag size to another.

 Use headings sparingly across the page

 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.

 Using heading tags only for styling text and not presenting structure.

 Add structured data markup

 Structured data 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) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.

 Image showing a search result enhanced by review stars using structured data.

 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. For instance, if you've got a brick-and-mortar store, marking up the opening hours allows your potential customers to find you exactly when they need you, and inform them if your store is open/closed at the time of searching.

 We recommend that you use structured data with any of the supported notations markup to describe your content. You can add the markup to the HTML code to your pages, or use tools like Data Highlighter and Markup Helper.

 Check your markup using the Rich Results Test

 Once you've marked up your content, you can use the Google Rich Results test to make sure that there are no mistakes in the implementation. You can either enter the URL where the content is, or copy the actual HTML which includes the markup.

 Use Data Highlighter and Markup Helper

 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 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.

 Changing the source code of your site when you are unsure about implementing markup.

 Keep track of how your marked up pages are doing

 The various Rich result reports in Search Console shows you how many pages on your site we've detected with a specific type of markup, how many times they appeared in search results, and how many times people clicked on them over the past 90 days. It also shows any errors we've detected.

 Adding markup data which is not visible to users.

 Creating fake reviews or adding irrelevant markups.

 Manage your appearance in Google Search results

 Correct structured data on your pages also makes your page eligible for many special features in Google 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.