Make it as meaningful possible with the less word as possible. Some marketer suggest putting ".....this symbol...."
Just Look from competitor, don't copy/paste. Use some your creativity to attract people and think what people will think to when they are in search of your site/product.
Unless you are Mike, Coca Cola or MacDonalds, dont use your comapany name. Look at every page of your site as a potential entry point and write each title and description specifically for that page. Use as few words as possible, main keywords upfront. Keep the title natural. No SHOUTING. Natural phrases. Write for a human ear and not to feed a spider. Don't forget to use secondary elements of SEO, like file names. (IMHO, this does help)
Bwa haha! I could have gone and edited Mike to NIKE but it tickled my funny bone to think of folk coming along and saying, Mike? Who the hell is Mike?
Here are the main points to consider regarding keyword and description. 1- Less keywords, otherwise each will have less value e.g. if there are total 100 points, and you have only 1 keyword then it will be given 100 points, but if you have 10 keywords, then each keyword will be given 10 points. So try to fucus on your key area. 2- Alway give meaningful, appropriate and unique description, otherwise you page can go into supplemental.
I agree with that. Try to target only few keywords rather then looot of keywords at same time. Search engine optimizer explains that all