Metadata -- including page titles, descriptions, and keywords (keyword phrases) -- are essential shortcuts that search engines and directories use to understand your Website. While metadata is not as essential as it used to be, it's still an important element of good SEO. All three elements should be unique and descriptive to each page of your site. You can certainly brand your site using your company name here, but you'll also want to pull in the specific content of each page.

• Your title should generally be about no more than 60 characters (including spaces).
• Your description no more than about 150 characters (including spaces).
• Your keywords should no more than about 600 characters, with no keyword or keyword combination repeated more than five times.