There are many things that search engines look at and evaluate when indexing your web site.
Two key elements are your title and the page description.
The title shows up in the browser title area (the very top of the browser window).
The title tells the visitor and the search engine what this page is all about. Titles that are
missing, the same for all pages, or that just say "Home" or "About Us" are of little value for
the visitor and the search engine. A title should contain the company name and information about
the contents of that page. On my web site the title of the page that lists web sites that I have
worked on (http://borschedigital.com/web/web_sample.php) has a title that starts "Web sites
created and/or maintained by Borsche Digital" followed by names of the some of the sites.
This tells search engines and visitors that this page contains information about the work I have done.
In addition when you book mark a page, it is the page title that becomes the default text for the bookmark.
The page description is not visible to the visitor, but is still important. Some search engines
will use some or all of the content of the page description for the text information they
display with the listing. The description also expands on the title to tell the search engine
more about the content of the page. A good page description contains the main keywords for
each page and will tell the search engines more about the page content. Like the title, the
description needs to be tailored to the content of the page and contain keywords used in
the text on the page.
You should take some time to start looking at the titles of your web site pages and the
titles of the web sites you visit. I think you will find that many web sites do not have very
effective page titles, which can have a negative effect on their search engine ranking.