Understanding it
Google builds the title link from several sources: the title element first, but also the page’s main heading or the links pointing to it. A vague, overlong or keyword-stuffed title is more likely to be replaced.
Google’s guidance fits in three words: unique, descriptive, concise. Each page has its own title saying what it contains, with the brand at the end when useful.
The title matters for AI too: it is one of the first elements assistants read to understand what a page is about.
A concrete example
Illustrative example: identical titles everywhere
A brochure site shows “Home | Company X” on every page, because the template was never set up. In Google, results look alike and do not say which page answers what.
Each page gets its own title, reflecting its topic and the targeted search. Title links become readable.
The common mistake
Repeating keywords in the title
A title like “SEO agency, SEO Paris, SEO ranking agency” is unreadable and often rewritten by Google. Write for people: one clear phrase saying what the page offers.