Build the result you intend to publish
Start with the title, canonical URL and meta description from the page you are preparing.
Use the live preview to review the complete search-result presentation rather than treating the title and description as isolated fields. A good snippet should make the page topic clear, match the search intent you are targeting and give the searcher a reason to choose the result.
- Title: lead with the page's primary topic and keep important wording distinct and useful.
- URL: use a readable path that helps reinforce what the page is about.
- Description: summarize the page accurately and make the value of clicking obvious.
- Whole-result review: look for repetition across title, URL and description rather than optimizing each field independently.