From the iTunes Connect FAQ: [Developer login required]
"Your app is searchable by your app name, your keywords and your company name."
This means you don't have to waste valuable keywords by including your app or company name in the 100 byte keyword limit.
To gain a few more characters you can also remove the spaces in-between keywords and separate them with commas: just,like,this.
However; don't be a dick. It's tempting to fill your app name up with many keywords, this makes your app look cheap - don't do it!