One of the most underestimated areas of SEO is the power of the page title and description. Certainly ten years ago they played a much larger role in ranking, but Google smartened up and realized it is not necessary to give relevance credit to a title and description as a heavily weighted factor. Instead, let the meta description and page title prove themselves. The proof is in clicks, and in whether or not Google’s customer returns back to the search engine in a relatively short period of time. In essence, Google is measuring whether or not the information presented that garnered a click aligned to what the customer was actually expecting once they reached the page.