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Titles and Descriptions

Titles and Descriptions should:

  • be at least as specific as the search term
  • be clear and objective
  • not contain superlatives
  • not be misleading
  • include the geographic location when relevant
  • adhere to the character limits for their markets

What makes T&Ds under perform?

  • No relevant information
  • Long and distracting
  • T&Ds unrelated to each other or the search term

Why do T&Ds perform well?

  • reflect the purpose of the site
  • catch the users attention
  • relevant to each other
  • promote the positive aspects of the site