Once your pages appear in search results, the way they look in that list plays a major role in whether people click. Titles and descriptions do not only help with ranking. They also act as small ads for your Information Center content.

Think of snippets as invitations

• Use titles that read like clear questions or promises of value.
• Write descriptions that explain what the visitor will learn.
• Avoid vague, generic phrasing that could describe any site.

Stronger snippets can increase click through even when positions stay the same.

Align snippets with article structure

• Make sure the first heading and opening paragraph match the snippet message.
• Avoid bait and switch titles that do not reflect the real content.
• Review search results regularly to see how your snippets appear in practice.

When snippets, titles, and content all line up, visitors are more likely to feel that they found exactly what they were looking for, which supports both engagement and organic performance.