Why do my SEO titles end in my store name, and how do I change it?

What the setting does

• Off (the default): titles lead with your keyword and end there. For a shopper who doesn't know your store yet, the keyword does more work than an unfamiliar name.
• On: “ | Your store name” goes on the end. That's useful for brands people already search for by name.
• The keyword always wins. The name is only added if the whole title stays within 60 characters, and never if your store name is already in the title.
• The setting applies to titles written from then on. It doesn't rewrite anything by itself.

Choosing the name it uses

By default it's your Shopify store name. If that looks like a web address (for example “cove-and-field” instead of “Cove and Field”), type the name shoppers know you by in “Name to use in titles”. Up to 25 characters; a longer name is left off so the keyword keeps the space.

Fixing titles that were already written

If titles were written before you set the name, or you've since switched the setting off, Settings shows a row under it such as “154 titles use an old store name”, with one button:

• Update N titles: swaps the old name for the one you chose. If the new name would push a title past 60 characters, the name is dropped instead.
• Remove from N titles: shown when the setting is off. It takes the name off the end.

Only the part after “ | ” changes; the rest of each title stays as written. Titles still waiting for your OK are updated in place. Titles that were already live on your store come back as changes in Needs your OK, so nothing on your storefront changes until you publish them.