New Snippet Robots Meta Tags Aren’t Essential
You don’t have to implement the new snippet meta tags to appear in search results and in rich results. They are optional, and can be used to set things like maximum character counts, the size of image previews, and the length of video previews. John recommends using these tags only if you want to change the way your snippets are currently shown in search.
There is No Direct Ranking Advantage to Including a Website’s Name Within the Title Tag
Google will automatically add a website’s branding to title tags when displaying pages in search results as it helps users to better understand the context of the page and displays the relevancy. However, there is no direct ranking advantage for websites who already include this.
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.
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.