diff --git a/packages/e2e-tests/specs/editor/blocks/post-title.test.js b/packages/e2e-tests/specs/editor/blocks/post-title.test.js
index bc8c886be3fc13..621e6815cfba84 100644
--- a/packages/e2e-tests/specs/editor/blocks/post-title.test.js
+++ b/packages/e2e-tests/specs/editor/blocks/post-title.test.js
@@ -28,7 +28,7 @@ describe( 'Post Title block', () => {
 		await page.waitForSelector( '.edit-post-layout' );
 		const title = await page.$eval(
 			'.editor-post-title__input',
-			( element ) => element.value
+			( element ) => element.textContent
 		);
 		expect( title ).toEqual( 'Just tweaking the post title' );
 	} );
diff --git a/packages/e2e-tests/specs/editor/various/change-detection.test.js b/packages/e2e-tests/specs/editor/various/change-detection.test.js
index 6eadb950c4e654..b9e91042809747 100644
--- a/packages/e2e-tests/specs/editor/various/change-detection.test.js
+++ b/packages/e2e-tests/specs/editor/various/change-detection.test.js
@@ -331,7 +331,7 @@ describe( 'Change detection', () => {
 		// Verify that the title is empty.
 		const title = await page.$eval(
 			'.editor-post-title__input',
-			( element ) => element.innerHTML
+			( element ) => element.textContent
 		);
 		expect( title ).toBe( '' );
 
diff --git a/packages/e2e-tests/specs/editor/various/keyboard-navigable-blocks.test.js b/packages/e2e-tests/specs/editor/various/keyboard-navigable-blocks.test.js
index 9c45ff7d43a7ff..2c4f50b4bc1f94 100644
--- a/packages/e2e-tests/specs/editor/various/keyboard-navigable-blocks.test.js
+++ b/packages/e2e-tests/specs/editor/various/keyboard-navigable-blocks.test.js
@@ -116,7 +116,7 @@ describe( 'Order of block keyboard navigation', () => {
 		await page.keyboard.press( 'Tab' );
 		await expect(
 			await page.evaluate( () => {
-				return document.activeElement.placeholder;
+				return document.activeElement.getAttribute( 'aria-label' );
 			} )
 		).toBe( 'Add title' );
 
@@ -168,7 +168,7 @@ describe( 'Order of block keyboard navigation', () => {
 		await pressKeyWithModifier( 'shift', 'Tab' );
 		await expect(
 			await page.evaluate( () => {
-				return document.activeElement.placeholder;
+				return document.activeElement.getAttribute( 'aria-label' );
 			} )
 		).toBe( 'Add title' );
 	} );
diff --git a/packages/editor/src/components/post-title/index.js b/packages/editor/src/components/post-title/index.js
index 7a5c242c3fdcbf..8363be852e959a 100644
--- a/packages/editor/src/components/post-title/index.js
+++ b/packages/editor/src/components/post-title/index.js
@@ -92,6 +92,8 @@ export default function PostTitle() {
 		editPost( { title: newTitle } );
 	}
 
+	const [ selection, setSelection ] = useState( {} );
+
 	function onSelect() {
 		setIsSelected( true );
 		clearSelectedBlock();
@@ -99,6 +101,7 @@ export default function PostTitle() {
 
 	function onUnselect() {
 		setIsSelected( false );
+		setSelection( {} );
 	}
 
 	function onChange( value ) {
@@ -172,12 +175,12 @@ export default function PostTitle() {
 			'has-fixed-toolbar': hasFixedToolbar,
 		}
 	);
-	const decodedPlaceholder = decodeEntities( placeholder );
-	const [ selection, setSelection ] = useState( {} );
+	const decodedPlaceholder =
+		decodeEntities( placeholder ) || __( 'Add title' );
 	const { ref: richTextRef } = useRichText( {
 		value: title,
 		onChange,
-		placeholder: decodedPlaceholder || __( 'Add title' ),
+		placeholder: decodedPlaceholder,
 		selectionStart: selection.start,
 		selectionEnd: selection.end,
 		onSelectionChange( newStart, newEnd ) {
@@ -204,6 +207,7 @@ export default function PostTitle() {
 					ref={ useMergeRefs( [ richTextRef, ref ] ) }
 					contentEditable
 					className="editor-post-title__input rich-text"
+					aria-label={ decodedPlaceholder }
 					onFocus={ onSelect }
 					onBlur={ onUnselect }
 					onKeyDown={ onKeyDown }