Guide
Make the page keep its promise
The title, first heading and explanation should point to the same useful subject.
Describe the page clearly
Google may form a title link from multiple page signals. Write an accurate, distinctive title and a visible heading that fit the content instead of treating the title tag as guaranteed display text.
Edit for the visitor’s question
Answer the main question early, then add the detail needed to evaluate it. Remove internal drafting instructions and claims without an approved source.
Give links a purpose
Link to the next relevant explanation or action. Use labels that make the destination understandable and verify that the page and its important links work on a small screen.