Google uses technology called spiders to crawl across web pages looking for patterns in the text. This is one of the ways it determines what a website offers and how it should be categorized. This is the most basic and perhaps most important element in gaining better placement in the search engines.

Every webpage has a place to indicate the keywords, page title, and description. This information gets encoded in the page and is the first data that Google sees. When this data is absent or unfocused, it can hurt your site’s relevance with Google.