SHOOT: Some useful info here.
Search engines give considerable weight to your meta-data in finding your site and delivering it as a result of someone’s search query. Here is what the source code for the Central Park Conservancy looks like:
And here is how the site appears in Google search engine results:
And here is what AVR Enterprises looks like as a result of a search query on Google. You have no idea who they are, what they do or why you would click on their site.
Write Meta-data Copy Customized for Every Page