Guidelines

Title is important

Separator

• | too prominent
• - mixes up with regular text, unnecessary prominence
• · best

Should have the website title at the end. Separator: - since Google uses it by default for long titles.

URLs should have unique titles.

?Decreasing order — keywords.

Preferably should not be longer than a few words.

Title shows first in the search results.

Protocol

https is shown explicitly. http is not displayed.

Indents.

WWW

Redundant.