Do not make the text the same color as the background. The title is probably the most important tag in the search engine cataloging and ranking process. There is a maximum of 70 characters allowed for your web page's title. It is not necessary to use them all but a one or two word title will not cut it. List the key phrase first, not the business name.
Some engines rank the relevancy of search term by the position of the key word in the title.
The thought here is that the first word is more relevant then the last word. Again repetion of key words in the title can hurt instead of help your ranking. The keywords you use should be the phrases or words your customers would enter into a search engine query to find your goods or services. You need to be very detailed in your key words. You should optimize each seperate page of your site to a specific set of key words that match the content on the page.