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I am currently wrestling with this same question, just slightly different keywords and context. This was a very interesting debate in this thread, so I am hoping I can encourage some fresh perspectives and also perhaps just to check back in after a couple of years now to see if opinions about this have evolved. In my current situation, I am trying to decide between: Shop [furniture category] | [parent category] | {store name}  , OR [furniture category] | [parent category] | [store name] From keyword research, I do understand that nobody is searching for "shop" in their queries. However, the search results when searching for [furniture category] include a lot of different types of results for different intent. For example, when simply searching for the category name, page 1 results include retailers, manufacturers, professional review sites, informational articles, how-to articles, etc. The specific product category is a niche with a lot of information, news, comparative reviews and is a bit of a longer purchase cycle with research. We've noticed that after performing a few searches in a row, the page 1 results change a bit, seeming to adjust a little to intent (buy vs research vs news) With regard to prefixing the title tags with "shop", the arguments in favor of that right now are: signaling to search engines that the page is a commerce site to match user intent to searchers who are likely shopping (even if not by their immediate query, but by search their behavior) standing out in the results (for CTR purpose) for a commerce-focused shopper, so they can easily distinguish places to buy (e.g. some of the manufacturer sites, even big names, don't actually sell their furniture online) On the other side of the argument: Occurrence of keywords "shop" or "buy" in the queries is very low, almost nil Most of the top pages in the results don't prefix, even the retailers and direct-to-consumer manufacturers Opinions? Any data?