diff --git a/core-blocks/heading/index.js b/core-blocks/heading/index.js
index def9872def011d..033fcf5342b8b2 100644
--- a/core-blocks/heading/index.js
+++ b/core-blocks/heading/index.js
@@ -22,7 +22,7 @@ export const settings = {
 
 	category: 'common',
 
-	keywords: [ __( 'title' ), __( 'subtitle' ) ],
+	keywords: [ __( 'title' ) ],
 
 	supports: {
 		className: false,
diff --git a/core-blocks/subhead/index.js b/core-blocks/subhead/index.js
index f5e56c47071c54..47b0e6c61845b1 100644
--- a/core-blocks/subhead/index.js
+++ b/core-blocks/subhead/index.js
@@ -19,14 +19,16 @@ import './style.scss';
 export const name = 'core/subhead';
 
 export const settings = {
-	title: __( 'Subheading' ),
+	title: __( 'Subtitle' ),
 
-	description: __( 'What\'s a subhead? Smaller than a headline, bigger than basic text.' ),
+	description: __( 'What\'s a subtitle? Smaller than a headline, bigger than basic text.' ),
 
 	icon: 'text',
 
 	category: 'common',
 
+	keywords: [ __( 'subheading' ) ],
+
 	useOnce: true,
 
 	attributes: {
@@ -88,7 +90,7 @@ export const settings = {
 					} }
 					style={ { textAlign: align } }
 					className={ className }
-					placeholder={ placeholder || __( 'Write subheading…' ) }
+					placeholder={ placeholder || __( 'Write subtitle…' ) }
 				/>
 			</Fragment>
 		);
diff --git a/docs/reference/faq.md b/docs/reference/faq.md
index 6fdf499268d18c..ab1ccaaf585fa7 100644
--- a/docs/reference/faq.md
+++ b/docs/reference/faq.md
@@ -30,7 +30,7 @@ The current WordPress editor is an open text window—it’s always been a wonde
 - Pasted links for embeds.
 - `Shortcodes` for specialized assets from plugins.
 - Featured images for the image at the top of a post or page.
-- Excerpts for subheadings.
+- Excerpts for subtitles.
 - Widgets for content on the side of a page.
 
 As we thought about these uses and how to make them obvious and consistent, we began to embrace the concept of “blocks.” All of the above items could be blocks: easy to search and understand, and easy to dynamically shift around the page. The block concept is very powerful, and if designed thoughtfully, can offer an outstanding editing and publishing experience.