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It's best practice to have your business name in the page title, after the primary keyword (and secondary if using one) . Including the location of your business at the end will also help that particular page rank higher for when a user performs a search with the location in their query. Google will only display 70 characters of the page title in the search results but the robots will still read on past 70 characters. As long as the page title does not contain repeated keywords or keyword stuffed then you shouldn't worry about going over the recommended 70 if it's your business name and location at the end of the title tag. It's only my opinion but I wouldn't recommend going over 85.

Hi Jennifer, Sorry for the late response, been at Pubcon 2012 Anyway, some basic tips I would give for you to rank better for product names/types are: Your site has very few backlinks. Upon looking at http://www.opensiteexplorer.org/links?site=http%3A%2F%2Fwww.hocksports.com%2F&=Search you can see you only have links from 11 other domains. You ned to dramatically increase this. Perhaps start with these 5, they are very easy to obtain: http://www.bradkrussell.com.au/followed-links-authoritative-domains There is very little content on the homepage besides products. Try having some brand highlights and a bit of SEO text about what you sell (with links to your top categories). The same can be said for your category pages. E.g http://www.hocksports.com/baseball-softball-bats/ seems to be targeting 'Closeout Baseball Bats" and "Closeout Softball Bats" but you don't use these exact terms in your page title or on the page. You need to put more content besides just products. Write 1-2 paragraphs about the product type with a few keywords. Content, content, content. Start a blog, have buying guides for particular products etc. Hope this helps