diff --git a/app/code/Magento/Catalog/view/frontend/layout/catalog_category_view.xml b/app/code/Magento/Catalog/view/frontend/layout/catalog_category_view.xml
index 5fee1d8447e5a..73a129a59cf1c 100644
--- a/app/code/Magento/Catalog/view/frontend/layout/catalog_category_view.xml
+++ b/app/code/Magento/Catalog/view/frontend/layout/catalog_category_view.xml
@@ -42,12 +42,14 @@
                 </arguments>
             </block>
         </referenceContainer>
-        <referenceBlock name="page.main.title">
-            <arguments>
-                <argument name="id" xsi:type="string">page-title-heading</argument>
-                <argument name="add_base_attribute_aria" xsi:type="string">page-title-heading toolbar-amount</argument>
-            </arguments>
-            <block class="Magento\Catalog\Block\Category\Rss\Link" name="rss.link" template="Magento_Catalog::category/rss.phtml"/>
-        </referenceBlock>
+        <referenceContainer name="columns.top">
+            <block class="Magento\Theme\Block\Html\RawTitle" name="page.main.title" template="Magento_Theme::html/title.phtml" before="-">
+                <arguments>
+                    <argument name="id" xsi:type="string">page-title-heading</argument>
+                    <argument name="add_base_attribute_aria" xsi:type="string">page-title-heading toolbar-amount</argument>
+                </arguments>
+                <block class="Magento\Catalog\Block\Category\Rss\Link" name="rss.link" template="Magento_Catalog::category/rss.phtml"/>
+            </block>
+        </referenceContainer>
     </body>
 </page>
diff --git a/app/code/Magento/Catalog/view/frontend/layout/catalog_product_view.xml b/app/code/Magento/Catalog/view/frontend/layout/catalog_product_view.xml
index c3d0406740dcc..179992c9dd9a0 100644
--- a/app/code/Magento/Catalog/view/frontend/layout/catalog_product_view.xml
+++ b/app/code/Magento/Catalog/view/frontend/layout/catalog_product_view.xml
@@ -17,12 +17,14 @@
         <referenceBlock name="head.components">
             <block class="Magento\Framework\View\Element\Js\Components" name="checkout_page_head_components" template="Magento_Catalog::js/components.phtml"/>
         </referenceBlock>
-        <referenceBlock name="page.main.title">
-            <arguments>
-                <argument name="css_class" xsi:type="string">product</argument>
-                <argument name="add_base_attribute" xsi:type="string">itemprop="name"</argument>
-            </arguments>
-        </referenceBlock>
+        <referenceContainer name="columns.top">
+            <block class="Magento\Theme\Block\Html\RawTitle" name="page.main.title" template="Magento_Theme::html/title.phtml" before="-">
+                <arguments>
+                    <argument name="css_class" xsi:type="string">product</argument>
+                    <argument name="add_base_attribute" xsi:type="string">itemprop="name"</argument>
+                </arguments>
+            </block>
+        </referenceContainer>
         <referenceBlock name="root">
             <arguments>
                 <argument name="add_attribute" xsi:type="string">itemscope itemtype="http://schema.org/Product"</argument>
diff --git a/app/code/Magento/Theme/Block/Html/RawTitle.php b/app/code/Magento/Theme/Block/Html/RawTitle.php
new file mode 100644
index 0000000000000..97e59518a1064
--- /dev/null
+++ b/app/code/Magento/Theme/Block/Html/RawTitle.php
@@ -0,0 +1,63 @@
+<?php
+/**
+ * Copyright © Magento, Inc. All rights reserved.
+ * See COPYING.txt for license details.
+ */
+namespace Magento\Theme\Block\Html;
+
+use Magento\Framework\View\Element\Template;
+
+/**
+ * Html page raw title block
+ *
+ * @method $this setTitleId($titleId)
+ * @method $this setTitleClass($titleClass)
+ * @method string getTitleId()
+ * @method string getTitleClass()
+ */
+class RawTitle extends Template
+{
+    /**
+     * Own page title to display on the page
+     *
+     * @var string
+     */
+    private $pageTitle;
+
+    /**
+     * Provide own page title or pick it from Head Block
+     *
+     * @return string
+     */
+    public function getPageTitle()
+    {
+        if (!empty($this->pageTitle)) {
+            return $this->pageTitle;
+        }
+        return $this->pageConfig->getTitle()->getShort();
+    }
+
+    /**
+     * Provide own page content heading
+     *
+     * @return string
+     */
+    public function getPageHeading()
+    {
+        if (!empty($this->pageTitle)) {
+            return $this->pageTitle;
+        }
+        return $this->pageConfig->getTitle()->getShortHeading();
+    }
+
+    /**
+     * Set own page title
+     *
+     * @param string $pageTitle
+     * @return void
+     */
+    public function setPageTitle($pageTitle)
+    {
+        $this->pageTitle = $pageTitle;
+    }
+}
diff --git a/app/code/Magento/Theme/Test/Unit/Block/Html/RawTitleTest.php b/app/code/Magento/Theme/Test/Unit/Block/Html/RawTitleTest.php
new file mode 100644
index 0000000000000..7195e72f61069
--- /dev/null
+++ b/app/code/Magento/Theme/Test/Unit/Block/Html/RawTitleTest.php
@@ -0,0 +1,113 @@
+<?php
+/**
+ * Copyright © Magento, Inc. All rights reserved.
+ * See COPYING.txt for license details.
+ */
+namespace Magento\Theme\Test\Unit\Block\Html;
+
+use Magento\Framework\TestFramework\Unit\Helper\ObjectManager as ObjectManagerHelper;
+
+class RawTitleTest extends \PHPUnit\Framework\TestCase
+{
+    /**
+     * @var ObjectManagerHelper
+     */
+    protected $objectManagerHelper;
+
+    /**
+     * @var \Magento\Framework\View\Page\Config|\PHPUnit_Framework_MockObject_MockObject
+     */
+    protected $pageConfigMock;
+
+    /**
+     * @var \Magento\Framework\View\Page\Title|\PHPUnit_Framework_MockObject_MockObject
+     */
+    protected $pageTitleMock;
+
+    /**
+     * @var \Magento\Theme\Block\Html\RawTitle
+     */
+    protected $rawHtmlTitle;
+
+    /**
+     * @return void
+     */
+    protected function setUp()
+    {
+        $this->objectManagerHelper = new ObjectManagerHelper($this);
+        $this->pageConfigMock = $this->createMock(\Magento\Framework\View\Page\Config::class);
+        $this->pageTitleMock = $this->createMock(\Magento\Framework\View\Page\Title::class);
+
+        $context = $this->objectManagerHelper->getObject(
+            \Magento\Framework\View\Element\Template\Context::class,
+            ['pageConfig' => $this->pageConfigMock]
+        );
+
+        $this->rawHtmlTitle = $this->objectManagerHelper->getObject(
+            \Magento\Theme\Block\Html\RawTitle::class,
+            ['context' => $context]
+        );
+    }
+
+    /**
+     * @return void
+     */
+    public function testGetPageTitleWithSetPageTitle()
+    {
+        $title = 'some title';
+
+        $this->rawHtmlTitle->setPageTitle($title);
+        $this->pageConfigMock->expects($this->never())
+            ->method('getTitle');
+
+        $this->assertEquals($title, $this->rawHtmlTitle->getPageTitle());
+    }
+
+    /**
+     * @return void
+     */
+    public function testGetPageTitle()
+    {
+        $title = 'some title';
+
+        $this->pageTitleMock->expects($this->once())
+            ->method('getShort')
+            ->willReturn($title);
+        $this->pageConfigMock->expects($this->once())
+            ->method('getTitle')
+            ->willReturn($this->pageTitleMock);
+
+        $this->assertEquals($title, $this->rawHtmlTitle->getPageTitle());
+    }
+
+    /**
+     * @return void
+     */
+    public function testGetPageHeadingWithSetPageTitle()
+    {
+        $title = 'some title';
+
+        $this->rawHtmlTitle->setPageTitle($title);
+        $this->pageConfigMock->expects($this->never())
+            ->method('getTitle');
+
+        $this->assertEquals($title, $this->rawHtmlTitle->getPageHeading());
+    }
+
+    /**
+     * @return void
+     */
+    public function testGetPageHeading()
+    {
+        $title = 'some title';
+
+        $this->pageTitleMock->expects($this->once())
+            ->method('getShortHeading')
+            ->willReturn($title);
+        $this->pageConfigMock->expects($this->once())
+            ->method('getTitle')
+            ->willReturn($this->pageTitleMock);
+
+        $this->assertEquals($title, $this->rawHtmlTitle->getPageHeading());
+    }
+}
diff --git a/app/code/Magento/Theme/view/frontend/templates/html/title.phtml b/app/code/Magento/Theme/view/frontend/templates/html/title.phtml
index 69ff4c8909f8c..28d0b39c2a85e 100644
--- a/app/code/Magento/Theme/view/frontend/templates/html/title.phtml
+++ b/app/code/Magento/Theme/view/frontend/templates/html/title.phtml
@@ -7,12 +7,12 @@
 // @codingStandardsIgnoreFile
 
 /**
- * @var $block \Magento\Theme\Block\Html\Title
+ * @var $block \Magento\Theme\Block\Html\Title|\Magento\Theme\Block\Html\RawTitle
  */
 $cssClass = $block->getCssClass() ? ' ' . $block->getCssClass() : '';
 $title = '';
 if (trim($block->getPageHeading())) {
-    $title = '<span class="base" data-ui-id="page-title-wrapper" ' .  $block->getAddBaseAttribute() . '>'
+    $title = '<span class="base" data-ui-id="page-title-wrapper" ' . $block->getAddBaseAttribute() . '>'
         . $block->escapeHtml($block->getPageHeading()) . '</span>';
 }
 ?>