Proof: Importance of Keyword-Rich Title and Description Tags

What exactly does Google think about poorly matched or missing meta title and description tags?

Did you know? Google has the capability to change/modify your site page tags–description/search snippet AND page title– if they can build a better search result…good? bad? ugly?

What do the TITLE and page DESCRIPTION meta tags look like in your page html? Here’s an example:

<title>Buy Bass Fishing Lures Online</title>

<meta name=”description” content=”Search our online catalog and buy bass fishing lures, including crankbaits, spinnerbaits, and neon plastic worms. Blah, blah, blah…”/>

Ideally the title tag shows up as a keyword-optimized top line and the description tag — also keyword-optimized– as the search “snippet”– like this….

google serp showing title and snippet

In this particular example, when your site is optimized and you’re driving traffic you are potentially well-positioned to rank well for the keyphrase,

buy bass fishing lures

buy bass fishing lures online

or something closely related.

Keyword-optimized page title and description are what Google “looks” for when matching a search query to your content. If your keywords are buried in the page, absent from your title and description tag, OR if you have no tags at all, Google could do one of two things:

1. ignore your content altogether because it fails to match the searcher’s query


2. modify your title tag and search result “snippet” with content snagged from deeper within your page. “They” can replace your lousy or completely absent description tag with something the search engine deems relevant. Matt Cutts calls these “useful titles and useful snippets.” And apparently this has been a Google “policy” for some time.

Yes…they can modify title tags.

Here’s the official lowdown on “Google can modify title and search snippets” from Matt Cutts:

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One Comment on “Proof: Importance of Keyword-Rich Title and Description Tags”

  1. Tyrone Barone Says:

    Well written articles because of you changed my faith in today’s writers. You’ve written information I can finally agree on and use. Thank you for sharing.


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