Common mistakes when inserting title tags:
1) Putting company name first
2) Having same title tag for all web pages
3) Using non descriptive words like ‘and’, ‘as’, ‘the’ etc

Basically you want to get inside the searchers ‘shoes’ and find out what they are searching for, once you know what these keyphrases are you can optimise each web page accordingly. There are tools that SEO’s use that can track this info to effectively market a website increasing the ROI on marketing.

The last tip is always optimise each individual web page. Using one title tag for all web pages is to generalist, you want your web pages to be specialists. So focus on a core group of keywords (between 5 to 7 words) on each web page. Once the search engines have indexed each web page, your chances of receiving organic traffic for each page increases significantly.