Ensuring google knows what keywords your targeting and those targeted keywords correctly answer a problem that a potential customer might have, in terms of products, services and location .
Content available is of highest quality to google, traffic flow and sharing content across the web let's google bots know that this content of great value. You need to build authority essentially by building good quality content.
Google displays the information from web searches through a websites title tags. This information needs to be correctly identitfied by google's bots and also be less than 55 character spaces in length