Head terms are broad and short, often revealing little about topic and intent. Some users might link to your page using the URL of that page as the anchor text. If your URL contains relevant words, this provides users and search engines with more information about the page than an …

All of this has to be done while also observing character limits, including power calls to action in the meta description, observing proper branding and tone of voice, and also including targeted optimizations for specific pages. Web pages containing matching verbiage will have lower visibility in searches. Sites that seek …