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To call the attention of the reader of a Search Engine Result Page (or SERP), you need to have the keywords typed in their requested bold the maximum of times on the text which summarizes your web page. For whom should I change my URL's? : Google User
| Google Robot
| Help him to identify that the site correspond to their request. Increase the reader probability to click on your link. | Helps Google Robot to identify the content of your page. Google classifies your page in function of the number of time a reader clicks on your link. If the user clicks more on your link than on the one above you, Google will improve your ranking. |
This logic can also apply for the Meta Tags Title and the Meta Tags Description.
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