The second ingredient to get sales through Google is owning a page with keywords that match the user’s search.
The majority of the matching process is driven by keywords in the page title (keywords in the URL, images, and page text merely support the title). Google will have a difficult time matching a page called “Zach & Amber Wedding” with a search for “good Hilton wedding photographers,” even though they might be related. Therefore, page titles with specific information have a better chance of ranking.
The more unique titles you have on your website, the more chances you have to be matched with a searcher.