How to Write Product Titles That Convert

Product titles are doing two jobs simultaneously: convincing a shopper that this is the right product for them, and telling search engines what the product is. Most Shopify merchants either write titles for humans at the expense of search engines, or optimise for keywords at the expense of readability. The best titles do both.

The Product Title Formula

A high-performing product title typically follows this pattern: Brand + Product Type + Key Attribute + Variant/Model. For example: 'Patagonia Men's Down Sweater Jacket — Navy Blue' or 'Nespresso Vertuo Next Coffee Machine — Chrome'. This format surfaces in search results clearly, passes the relevance test at a glance, and gives the customer the information they need to know they are in the right place.

What to Include

• The primary keyword (product type) — what would someone type into Google to find this?
• Brand name — unless you are the brand, in which case it is less critical
• Key differentiating attribute: material, capacity, size range, technology
• Variant if it varies significantly in name (not just colour — add colour at the variant level)
• Model name or number for technical products where it matters to searchers

What to Avoid

• Keyword stuffing: 'Best cheap waterproof running shoes for men women 2026' — this reads as spam
• Vague titles: 'Blue Top' tells nobody anything useful
• Capitalising every word unnecessarily — it reads as shouting
• Including emojis — they can truncate poorly in search results and on small screens
• Repeating information that is already in the product variant (e.g., listing every colour in the main title)

Testing Your Titles

Once you have a consistent title formula, test variations on your highest-traffic products. Use Google Search Console to see which product pages are getting impressions but not clicks — the title is often the reason. Rewrite underperforming titles and monitor click-through rate over the following 4-6 weeks.

“A product title is not a creative writing exercise. Its only job is to make the right customer click — in a search result, on a collection page, or in an email. Clarity beats cleverness every time.”