6.2e HTML title and metadata tags
The <title> tag is placed within the <head> tag of a HTML document and is used to tell both users and search engines what a particular page is about.
The contents of the title tag are shown in the top bar of a browser window and they are also displayed if the document appears in a search results page.
The text used for title tags should accurately describe the page's content, it should be brief but descriptive and each page of a Web site should have a unique title.
Many search engines truncate the title tag in the search results page, so instead of putting in the title tag something like:
<title>FAO - Fisheries - South East Asia - News - June 2010</title>
You should reverse it:
<title>June 2010 - News - South East Asia - Fishers - FAO</title>
This is also better for users, as they have to read less and those with screen readers have to listen less.
Indeed if Google can work out from the site structure and templates that the first method has been used, it will even reverse it to use the second.
A page's 'description' meta tag gives search engines a summary of what the page is about. Where a page's title may be a few words, a page's description meta tag may be a sentence or short paragraph.
As with the <title> tag, the description meta tag is also placed within the <head> tag of a HTML document.
Description meta tags are important because they are displayed as the text that appears under a page’s title in a search result.
Search engines these days tend not to use the 'keywords' meta tag in their Web search ranking, in fact Google disregards keyword metatags completely.
Thus adding keywords to meta tags is no longer a requirement.
See also in the guide