On search results pages, the title and description are the first two lines users see. What they determine is very direct: whether to click through. At the same time, these two lines are also an important basis for search engines to judge a page's topic. So writing them is essentially catering to two audiences at once—machines and human attention.
Title: Say what it is, not pile up words
A good title should let people know at a glance what problem the page can solve. A common practice is to put the core business term first, because when users scan search results, the first few words get the most attention. However, "front-loading" does not mean you must put big keywords first; a phrase with a specific scenario or time qualifier sometimes attracts the right people better than a generic broad term.
What to avoid is writing the title as a string of keywords. That way users cannot see the focus, and search engines have difficulty judging what the page is actually about.
Description: Fill in what the title did not finish saying
The description does not directly participate in ranking, but it affects clicks. The role it is best suited to play is to fill in the information the title did not explain clearly—what exactly is offered, who it is for, and what is different. Writing it more specifically is more effective than abstractly shouting slogans. For example, instead of "a professional service provider," use verifiable descriptions such as "for small and medium-sized enterprises, delivered according to the project cycle," so users can more easily judge whether it is relevant to them.
The description also does not need to be too long; complete sentences that make one thing clear are enough. Search engines dynamically truncate it based on the query terms, so writing it too full can actually make it read poorly after truncation.
How to place keywords
Rather than repeatedly using the same word in the title, it is better to let several related words naturally form a group. People's search behavior often unfolds around a topic. If a page can cover several sides of that topic, it is easier to understand than mechanically repeating one word. When writing, you can first think clearly about "what words users will use to find this," then have the title and description pick that up, rather than the other way around.
A few practices to avoid
First, over-relying on symbols. Filling everything with special symbols to look eye-catching is often treated as low-quality content. Second, the title and content do not match. No matter how attractive the title is, if users click through and find it is not what they expected, they will immediately go back, and that signal is not favorable for the page. Third, never changing them for a long time. Industries change, and the words users search with change too. Titles and descriptions are worth reviewing regularly, rather than writing them once at launch and leaving them.
Titles and descriptions are not long, but they are the first sentence through which users encounter you. Making "who you are and what you can solve" clear matters more than the techniques themselves.