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2.3 Describe content on your site
Once you create quality content, you can add descriptive tags to help users and Google quickly and easily understand content on your site.
Write unique and descriptive titles
Titles affect how your pages are displayed and whether a user wants to click on your site in search results. Compare them to titles of a book or chapter. They should be descriptive and concise. Long titles can confuse people and may not fully display in search results. Generic titles like "Home" don’t describe a page's content either. Learn how to create descriptive page titles as it is one of the main signals Google uses to determine the title of a page in search results.
Write different titles for different pages on your site to help users and search engines know which page would be the most useful for a particular search query. The left example below is a generic query, so Google shows the homepage as a search result. The right example is a more specific query, so Google shows a deeper page that’s relevant to the query. These titles are unique to their pages.
Write good meta descriptions
The meta description is generally used by search engines to show a descriptive snippet of your site to users in search results. Unlike a title, which should be concise, a good meta description can be a couple sentences long. The sentences should accurately summarize a page's content. They should not be generic, filled with keywords, or contain an entire page’s content. If Google thinks the meta description of your page is relevant, it will often use it as the search result description found below the title.
Annotate images with descriptive "alt" attributes
It’s important to describe images on your site for both search engines and users. For example, baseball cards on brandonsbaseballcards.com include players’ names and teams. But search engines and screen readers for the visually impaired may not be able to read the information if it’s an image. Someone searching for a particular card may not find this site, even if it’s a very relevant result. Help search engines and screen readers understand images by including good alt text and adding descriptive text near images, such as “Pictured above is a baseball card signed by the San Francisco Giants, the winning team of the 2008 World Series.”