The meta title tag is important for search engine optimization because it is given significant weight by search engines and is visible to both search engines and website visitors. The title tag should be written to clearly convey the topic of the web page in 15-20 words to attract clicks from searchers and visitors. It is best to include relevant keywords but avoid repeating words. Company names may be included but it is better to place them after keywords that describe the page content. Different, optimized title tags should be used for each unique web page.