Titles, summaries, keywords and metadata tell users what the bulletin, article or page are about and make it easier for people to find your content.
So users can find what they are looking for when using search engines, all text should be:
- in plain English
- using terms and phrases that reflect the language of our users
- as short as possible; search result pages truncate titles and summaries over set character limits
- frontloaded (with the most important information first)
Also ensure that house style is applied.