Metadata
Metadata is the information describing the viewable data. It comes in two forms, descriptions within the HEAD of the HTML document and inline attributes of the documents.
Base HEAD metadata
<meta name="Keywords" content="Wayne State University, wayne.edu, Wayne, State,
University, Detroit, Michigan, MI, 48202">
Although not all search engines read Meta Keyword tags it is always useful to describe the page even if it does not effect search engine results placement. We recommend using atleast the keywords mentioned above, plus a set that is consistant throughout the entire site, and finally keywords for the specific page.
Eventually ending up with a list like this:
<meta name="Keywords" content="Wayne State University, wayne.edu, Wayne, State,
University, Detroit, Michigan, MI, 48202,
Marketing, Communications,
web services, web development, writing, accessibility" />