Title tag
The page's HTML title — the single strongest on-page SEO signal and the headline shown in search results and browser tabs.
The title tag sets the page's name in the browser tab, the search result headline and the default text when the link is shared. It is the strongest on-page signal you control, so it should be unique per page, front-load the important words, and read as a real headline rather than a keyword list.
<title>Primary keyword — Brand</title>