Title Tags in Sitecore are the same as navigation. How do I add keyword phrases without effecting my website's navigation?

[iJoe]

I am working on overhauling the on-page SEO for ecommerce website on Sitecore. I've done all my research and I am ready to plug the Title tags and descriptions in. So, if the page on Navigation is 'SHOP' this is in the Title tag box. How do I add my 70 characters of keywords? Thanks. JOE