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What are the guidelines pertaining to titles and descriptions?

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Some guidelines to be followed while writing a title are:

The title should aptly describe (in 2-5 words) what the site is about.
The title should be meaningful and should not read like a list of keywords
The title should sound objective and not promotional
The title should not be all upper case
Avoid exclamation marks (!), exaggerated expressions (best, cheapest, greatest) and repetition of keywords.

The above guidelines are also applicable while writing a description; plus:

Do not mention any pricing details or other promotional details that are subject to change with time
A description should ideally contain 200-250 characters
Avoid including contact details in the description
Avoid capitalizing the first letter of each word in the description
Avoid ending a description with words like 'etc', 'and others' or even '….'

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