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Make sure that you write a new page title for every page on your site. Make sure the title includes your principal keyword or phrase. And make sure the title offers readers a clear description of what they can expect to find on the page.
Write a strong page description. Don't make it overly promotional. Use it to describe what people can find on the page. Be sure to include one or more of your top keywords. Don't simply repeat your page title.
Search engine copyediting should become a regular and familiar task. Copywriting web sites means using your writing skills to please both your readers and the search engines.
Here's a great source of information on Search Engine Writing: Tweaking Your Site's Copy to Get More Search Engine Traffic.