In organic search these two things are the only things that you have in your arsenal to separate you from competitor fodder. Now with the title you can make some amazing claims, but you only have 70 odd characters, and usually need to load your keyword into this. The title is not a sentence usually, you don't want to waste room with ANDS and IFs, but it needs to make sense, even if it is a bunch of words separated by pipes or commas. I know this is marketing 101, but I am amazed how often people disregard the prime reason for your title being filled with keywords (seo), with a little difference for humans) . For me as I am a dog walker (with many amazing 100% original data driven articles on site), the TITLE towards the end is mostly the suburbs I service for local search marketing. Unfortunately the last few suburbs don't really seem to rate (but they help a little bit), so it means using them for anchor text on posts but no matter, the real juice is in the DESCRIPTION. While you description will not always be picked up by the search engines, write it like your life depends on it. Yes keywords in it near the start are mandatory, but what kind of message are you trying to sell? Well this is the core behind the description "move the searcher from a state of dissatisfaction to one of satisfaction." And this usually means helping them scratch an itch. People are hard wired not to stuff up in their choices and will choose something that prevents a bad thing happening over the promise of something really good almost every time, so that is the style of description I recommend you use. What headache or problem will it deal with, what bad things will it (our service or product) stop? Anyone care to agree?