It takes work, and work costs money, particularly if you hire a consultant. Metadata is what appears on search engine result pages (SERPs) when a website comes up for certain queries. It includes the title of the page and its meta description. The internet becomes more competitive every day, but it is still a relatively immature medium that is evolving quickly. Paid results are auction priced advertisements & are produced for as long as the advertiser's budget lasts relative to the cost per click they have paid for their targeted search terms. If you want to dominate the search results for certain keywords in paid search, you need to be willing to pay more money for each click than your competitors are willing to pay. The header text, or H1 text, is usually the title of an article or some larger bold text at the top of your page. Google and the smaller search engines can see this and they put extra importance on the words in the H1 text. Make sure your target keyword or phrase is there.