Shopify title tags: why 10 characters and 82 characters both cost you money
Google truncates around 60 characters on desktop and less on a phone. Everything past that is invisible, and everything before it has to earn the click.
The rule
Aim for 50–60 characters including spaces. Put the product noun first, the differentiator second, the brand last. Brand-first titles waste the only part of the title that reliably shows.
Why short titles are worse than long ones
A 10-character title ('Pfotenwild') gives Google nothing to match and gives the buyer no reason to click. It reads as an unfinished store, which is a trust cost before it is an SEO cost.
How to change them without losing rankings
Change one page, wait for the next crawl, then compare clicks in Search Console against the same period before. Bulk-rewriting every title at once means you cannot tell which change helped and which hurt.
What it looks like when it's right
Product noun + material/use + brand. Example: 'Leather Card Holder — Slim, Full-Grain | Emery'. 57 characters, everything needed, nothing wasted.
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Written by the team that runs SEO Scan Audit. The counts quoted above come from our own crawls of live storefronts; the fixes are the ones we write into paid reports.