Site Name

• Are short (2-5 words in length) so that they are easier to remember.
• Are informative and compelling.
• Are simple. Using numbers or letters to replace words can be hard to remember.
• Use words that are relevant to your site.
• Include at least one important search term.

Site Description

A site description provides potential visitors and search engines with a concise explanation of what your site is about.
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Take a look at the example below of the Mythbusters' Google listing, highlighted in yellow:
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The best site descriptions:

• Are one to two sentences.
• Describe what you can find on the site and why you might want to check it out.
  
• Include at least one search term in your description.
• Use between 15-25 words.
• Use complete sentences.