Meta titles and meta descriptions are written page by page: a short title with the main keyword and the brand name, and a description that summarises the content and invites a click.
They are the texts that appear in Google results: the blue clickable title and the lines beneath it. The meta title is one of the main signals search engines use to understand a page's topic; the meta description does not directly affect ranking, but it decides whether the user chooses your result or the one next to it. Both must be unique: two pages with the same title compete with each other. If your business is local, in Como, Brianza or Milan, it can make sense to mention the area too.
