Not as conflicting as you might imagine. First thing is to make a master
list of all the terms you or your audience might use to find you in
Google. Then you make up a brief 8 word title and 16 word description
using some of the best terms but without repetition or needless use of
filler words like "You’ll love my great, bestest ever beer coolers."
Instead you should use something efficient but readable. “Custom
lithographed novelty beer cooler supplier for promotional events.” It’s
readable by both Google and your audience and unlike the first one will
bring in traffic.