The content of these fields are actually pretty irrelevant and are not generally seen by anyone other than you. You can leave empty fields wherever keytool will allow without consequence later.
Once you sign an apk with a keystore and upload it to the Android Market, you cannot sign that same package with another keystore. This is obviously done to prevent someone else from replacing your app with another.
For my keystore I put my personal information in it, set the expiration date for 999 years in the future and keep it safe and backed up.