The title and description meta-tags are what people look at to decide whether to click on a search result. A common mistake is loading the title and description full of keywords. While this may help slightly with rankings, it makes the search listing visually unappealing to the user.

Which means they do not click onto your website.

What good is being #1 if nobody clicks? It is clever to put relevant search terms in the description, but focus on making it appealing to the user. We also recommend writing a unique title and description for each page.