Include Supporting Descriptive Content with Videos
From Google’s perspective, having a video by itself makes a page hard to understand in terms of its topical focus. Make sure you also add supporting descriptive content to help search engines understand the purpose of pages that contain videos.
Google Decides if Specified Title Tag Should be Used For Ranking & SERPs
Title tag changes are complex for Google to process as they need to decide if they should use the title tag provided for ranking and in search results.
Google May Filter Out Parts of Meta Descriptions if Misleading or Spammy
Google may filter out parts of meta descriptions if they are deemed them to be spammy or misleading.
Changing Page Titles Will Impact Rankings
Google uses page titles as one of the factors when determining page rankings, so completely rewriting a page’s title will impact its keyword rankings.
Page Titles May be Rewritten if They Aren’t Clear, Contain Many Keywords or Are Too Long
Google has algorithms to work out when it makes sense to rewrite page titles in search. Rewriting may occur if Google thinks a page title isn’t clear, is a list of keywords or if it is too long.
Don’t Target an Explicit Length For Meta Descriptions
John advises against changing meta descriptions based on what’s currently showing in the SERPs as this changes over time and varies for each query. Meta descriptions aren’t used for ranking, they should be relevant and succinct for users.
Use Similar Titles to Help Google Understand Paginated Sets
Using similar titles across paginated pages helps Google identify sets of paginated pages.
Optimise Meta Descriptions by Looking at Search Queries in GSC
For meta description optimisation, John recommends looking at queries in GSC and searching for those queries. Once you see what queries look like in search results, you can optimise their length accordingly.
Optimize Meta Description Length For Queries That The Page Ranks For
Google tries to use the meta description provided, but if more information or context is needed to fulfil the user’s query then other sections of the page’s content will be included as well. There are no ranking benefits of tweaking or lengthening descriptions, but they need to explain what your service is and your USPs.