Quick answer: Put the primary query first, add a benefit or location, keep it under 60 characters, and never duplicate titles.
Titles are still the advert in the SERP. Here is a formula that works for UK service pages. This guide is written for businesses in the UK and Kent, Surrey and Greater London.
The formula
Query | benefit — brand. Example: Web Design Coulsdon | Sites from £150.
Duplicates kill CTR
If ten pages share Home | Brand, none of them earn the click.
Titles for answers
Question titles work when the page answers immediately.
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Frequently asked questions
Do keywords in the title still matter?
Yes, as a relevance and CTR signal, not a density game.
Should every title include 2026?
Only if the query is year-sensitive, like pricing.
Brand first or last?
Last, unless you are a household name.