It really depends on what you want to gain from your posting. If you are posting something that you want to be found on the search engines and gain traffic, then your best bet is to use keywords. A catchy title will get peoples attention but wont help your rank on google.
As far as keywords go they are pretty simple. Keywords are the words that someone types into the search box on their search engine. An example would be if someone uses google and say they look up "water heater repair" then the keywords simply are "water heater repair". One tip I can give you when trying to decide which keywords to use is think of what you would type in the search engine to find the information you are publishing. You will want to select something that is not too broad because if you simply use water heater you will run into a lot of competition. One trick I use is choosing keywords that have multiple smaller words embedded in them. ex:"do it yourself water heater repair manuals" this may seem too long to be a keyword but its ok because you now have multiple ways to be found (water heater repair, do it yourself water heater, water heater repair manuals, and so on). There are a lot of little ways to help your page rank but this is a good start. I hope this helps you out if you have any questions you could email me at firstname.lastname@example.org. Best of luck!