Put your most important keyword in the first half of the title tag, ideally within the first 5–7 words. Google typically displays the first 50–60 characters before truncating, though it actually measures pixel width (around 580px). A title like "Commercial Roofing Ottawa | 25-Year Warranties | ABC Roofing" works better than "ABC Roofing: Your Trusted Partner for All Commercial Roofing Solutions in Ottawa." Match search intent precisely. If someone searches "how to fix leaky faucet," your title should promise that answer, not a general plumbing services pitch. We see click-through rates drop 30–40% when the title oversells or undersells what's actually on the page. Google also rewrites titles that don't align with content, which kills your optimization work. Make every title unique across your site. Duplicate titles confuse search engines about which page to rank for what query. For product or location pages, use templates but swap in specific variables: "[Service] in [City] | [Unique Value Prop] | [Brand]" works for service-area businesses. Front-load commercial intent on transactional pages. "Buy Nike Air Max 270 Canada – Free Shipping Over $99" beats "Nike Air Max 270 – Latest Styles and Colors." The first signals exactly what the searcher wants. For informational content, lead with the specific answer or benefit: "7 CRA Home Office Deductions for 2024" over "Guide to Home Office Tax Deductions." Avoid keyword stuffing and separator abuse. "Plumber Ottawa | Ottawa Plumber | Plumbing Ottawa | Emergency Plumber" reads like spam and Google's algorithms penalize it. One primary keyword, maybe one secondary modifier, then your brand. At Ottawa SEO, we A/B test title variations on high-traffic pages using Search Console data. A 2–3% CTR improvement on a page getting 10,000 monthly impressions means 200–300 extra visitors without ranking higher. The title tag remains the single highest-impact on-page element you can optimize in under two minutes per page.