We often get a lot of questions from clients referring to title, description and keyword tags and what the “best” practice is when creating such tags. The rules are fairly simple, but the process is not.
I always recommend a title tag that incorporates relevant keywords, phrases and a description of the company or page you are creating the title tag for. Title tags have a limit of about 60 characters. When it comes to the description tag, again you want to outline and give a “description” of the page you are outlining, using keyword rich content, with a limit of about 160 characters.
The rules are straight forward and simple, but actually developing title and description tags that are effective in terms of SEO can be another story. Often times I have to do a lot of homework involving keyword research to determine keyword search volume, the type of keywords the client wants to rank for and tags that are clearly positioned which outline the content found on the specific page they are being optimized for.
Time and time again after creating title and description tags clients do ask, “why didn’t you optimize or create keyword tags?” and I continue to answer, “because keyword tags are no longer relevant and don’t help with your ranking potential.” Still don’t believe me… take it from Matt Cutts: a Google Software Engineer.