Google uses titles as an important step in determining whether a website answers "searchers intent" - should google display that page on the SERP.

The composition of a title is far more complex than the obvious. The title has a strong SEO focus but also it has to be optimised for clickability. So there are trade-offs. An example is we have changed titles - a few words around and seen a 6 times uplift in CTR.  So optimising for the customer is integral.

So the first thing to do is determine keywords - then trade off with click ability. I am not sure I would start with the word buy. A standard method is

Most Important keyword | Second most important Keyword | Brand.

Should be a nexus between the two keywords. Also the title can only be 512 pixels long before it truncates. Hence the title has limited space and two competing components clickability & SEO.  Big decisions.

To answer your question, from the information at hand on the and v &. It is semantics but i agree with Linda the latter is more attractive and secondly it uses less pixels.

Let me know if need any more information.

In Titles google often "creates" a Title if it brand is not included in the first place. Hence we include them.

Recommend changing your Title ie Estate Planning Attorney | Estate Attorney | Duree Law

You may need to tweak the Title a few times to see what google will actually show in the SERP. But I recommend including the name of the Law firm at the end for each trial. If you use fetch for google should come up within 24 hours. Also consider changing your H1 to Mt View Estate Planning Attorney, that covers location.

Sorry if a bit blunt, but I will leave out all the standard comments re nuances of google which you are no doubt aware.

Let us know how that goes.  Pretty sure it will come up trumps - and no not talking about orange wigs...

In short it pops up as it is based on search preferences.  The algorithm behind it is complicated however primarily it is based on search history and data or inputs you (or someone else) has made into your safari  search preferences pane.

If using Chrome - and undertaking keyword research it is a important method into collating keywords.  The suggestions are usually in some form of popularity...

Hope that assists

Hi agree there is no right answer - but we need a starting point, and the below works very well for us.

We target 1 keyword per page, however, expand on same for context to the main keyword.  So let's say someone makes a blog on "I can't sleep".  We would target  "cant sleep" -  as the head term as in Australia that has circa 1900 searches a month.  "Ï cant sleep" is 590 per month.  So in this instance, we would recommend the URL for the content www.website.com.au/cant-sleep

The Title

Cant Sleep | Why Cant I Sleep | Forty Winks

H1

I Cant sleep

H2 (Not overly necessary, but if we can squeeze it in)

What do to when you cant sleep

This is a rare term where the grammar is not ideal. But that is what we would recommend consistent with customer queries. One keyword per page gives you a starting point, then as the page is crawled by google webmaster lets you do a deeper dive into what it perceives the page should rank for.

Adjust accordingly and deliver what the customer wants.

Hope that helps.