Let the title describe what you want to sell or say. Again, select wording that supports what you want to say or sell. Limit this description to 20 words. Some search engines use this information to index a site. This gives you great control over how the site is indexed.
Experience shows that it's better to be specific rather than general.
Do NOT show the same keyword more than seven times because search engines such as InfoSeek will ignore it if you do and your entire effort will have been wasted. Some search engines use the first few words on a page for the description that is reported under the title in search results. For example, if the first item on your page is a graphic, the search engine will use the ALT wording of the graphic. It better be good. If web pages are not prepared according to the suggestions in this site, they will not show up high, or even at all, on the list of search results.