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“Buy Cheap Flowers | Cheap Flowers Online | Cheap Flower Shop” is a title somebody could put on a real page and feel quite productive about. The keyword is there three times. The SEO tool has things to count. Nobody has had to decide what makes the page worth opening.
This is the sort of small problem that gets made unnecessarily complicated. A title needs to help somebody understand what the page contains. You have limited room to do that, and repeating yourself uses up the room rather quickly.
The title tag, the main heading and the description underneath a search result should make sense together. Somebody who opens the page should find what the search result promised them.
Say what somebody can find there
“Buy Fresh Flowers Online: Same-Day Delivery Australia” tells me more than the repeated cheap-flower version. It tells me the action, the product and a condition that might matter to the purchase. Obviously the business needs to offer the delivery it promises. A more clickable lie is still a lie.
The useful editing question is whether the words describe this particular page. If you could paste the title across twenty different pages without changing anything, it is probably too vague. If it reads like somebody emptied the keyword report into a single field, it probably needs fewer words.
Google’s title-link guidance recommends descriptive, concise titles and avoiding keyword stuffing. Google also draws on other page information when producing the title shown in Search. Writing a title tag therefore gives it a useful source; it doesn’t give you permanent control of every displayed result.
A rewritten title isn’t automatically proof that your title was bad. Check what Google is showing, what the page actually says and whether the different headings agree. There is more to investigate than the presence of a rewrite.
The first word is not worth ruining the sentence
People get very interested in putting the keyword at the beginning. Sometimes that produces a clear title. “SEO Audit Checklist for Small Businesses” gets to the subject quickly. “A Practical Checklist for Small Business SEO Audits” is also a perfectly intelligible title.
I would choose between them by reading them and considering the page. I wouldn’t spend an afternoon rearranging an otherwise good title because someone promised a precise ranking increase from moving three words.
The same applies to the H1, the main heading on the page. It should make it clear that the visitor arrived in the right place. It can be identical to the title tag if that works. It can differ if the page needs a fuller heading. There is no useful prize for finding a synonym just to make them different.
Keep the heading hierarchy readable too. A person should be able to follow the sections. If every sentence is presented as the most important heading, you have made the page harder to understand before a search engine gets involved.
The description has to tell the truth
A meta description gives you another opportunity to explain the page. It is worth writing because a useful snippet can help somebody decide to visit. I would avoid turning that into a story about buying rankings through an impressive click-through rate.
Google says snippets primarily come from page content, and it may use the meta description when that gives a better summary. The text can vary with the search. You are supplying a description that may be useful, rather than writing a fixed advert that must appear every time.
Say what the person can do, find or learn. Include a relevant distinction when there is one. Leave out claims the page cannot support. If you promise a checklist, make the checklist easy to find. If you promise pricing, don’t send the person through five paragraphs that end with “contact us” and no explanation.
Start with a handful of pages that matter to the business and read their titles, descriptions and headings together. Make sure the page delivers what the result promises. For the rest of the page checks, you can buy The Big Book of SEO on Ephemera.