If you follow the guidelines I've given below, you should increase your position and, if you do it right, be ranked in the top 10. On Each Page Think about what keyword or phrase your visitors would input into a search engine if they wanted your product or service. For instance, let's say you sell heat pumps. Your keyword phrases would be heat pumps or HVAC because these are the words someone might input into a search box when they are looking for this product. If your site has 20 pages filled with heat pumps and accessories, you have the opportunity to have 20 different keyword phrases your visitor might input into a search box and thus come to your site.
Webmasters make the mistake of just putting in their business names.
Unless you're Sears, KMart, etc., your name doesn't mean squat to the average surfer. And, instead of just getting hits, you are getting targeted hits. This also helps rank your site higher when push comes to shove and another site has the same keyword or phrase. This tag must also use your keyword or phrase and match what you've used in your title. The trick here is to write a short concise sentence in 25 words or less which will make the surfer want to click your link on the search engine page.