Creating The Best Headlines For Search Engines by Danny Wirken
Headlines can make or break any marketing copy. Headlines and sub-headlines
that fail to interest or excite the reader will surely lead to unread copies.
This could be quite unfortunate not only for the website's owners but to users
as well who might miss out on relevant information contained in an article. A
good headline is able to convey to the reader the greatest benefit that can be
derived from accessing the information being offered.
Title Tags and Search Engines
One of the most important factors in achieving high search engine ranking is
the use of an effective title tag. This is basically an HTML code snippet that
creates the words that appear on the top bar of the web browser. Generally, the
Meta description and Meta keyword tags follow a title tag although the order in
which they appear is not critical.
Search engines use the title tags to gather information about a website. The
words that appear in the clickable link on the Search Engine Results Page
(SERP) are the words used in the title tag. In search engine algorithm, the top
three includes title tag together with the visible text copy and the links
pointing to the page.
Title tags can only be effective if it contains specific keyword phrases
relevant to the site's industry. The keywords would need to reflect the
specific boundaries (if any) which a site has. A good example would be to use
California Divorce Lawyers instead of simply using Divorce Lawyers which would
include divorce lawyers' sites from all over the world. A title that is neither
very general nor too specific is the best option as it eliminates too many
competitions while not being too restrictive of the scope of possible readers.
Thus, depending on the site's purpose, the title can be modified to appear as
Los Angeles Divorce Lawyers which further narrows down the option for
searchers.
The creation of the title tag can come after the copy has been written and
optimized. The most relevant keyword phrases which form the basis of the copy
are the most probable sources of a compelling tag. One clue that can help
determine whether a good copy has been written is the ease of arriving at a
title. It is impossible to come up with the right title if the content is
unable to deliver at least one main and clear idea.
When writing a copy for a website, the best approach is to use the main phrases
that will suitably reflect the business. The text is then composed around these
phrases while being the source of a keyword-rich title. However, it is not
advisable to pull a particular sentence from the text verbatim and use it as a
title. A unique sentence or phrase that hits the mark is more advantageous.
A keyword phrase used in the title tag but doesn't actually appear on the
visible copy can work both ways. A high ranking may be achieved since a title
tag is given a lot of weight by search engines. However, having phrases that
are considered to even be slightly competitive in the title but are not found
in the copy will reduce its over-all effectiveness. The consideration of
gaining many keyword-rich words to the site remains and this should also work
hand in hand with the title. If there are keywords that are considered
important enough for the site's use to be found by search engines, then those
same words should be effectively incorporated into the text. It isn't as simple
as using it at the top or bottom of the page but having these important words
blend in the over-all result of the page.
Producing Effective Headlines
The best headlines do not just happen. They are intentionally created as such
to provide the best results possible for both the site owner and the reader.
Headlines offer the first opportunity to grab the reader's attention from the
targeted market.
The length of a good headline has been the subject of discussion. There are
those who believe it should be limited to a certain number of words but no one
can argue about the success of headlines that can be categorized as long by
ordinary standards. This just goes to show that the length is not as important
as the convincing power of certain words put together. However, a long headline
stands to benefit from a writing technique that makes it possible to physically
break-up and cleverly display high-spots of interest. Every headline should be
presented in such a way that the advantage promised to the reader is so evident
that it is almost as if the copy was made solely for him/her.
The choice of words obviously determines the effect of any headline. The two
most eye-catching words in a headline are "free" and "new". "Free" because
readers can be very open to consider anything that would not require them to
pay and "new" because readers tend to associate new to something better. Words
that also seem to deliver are "how to", "introducing", "improvement",
"revolutionary", "magic", "simple", "compare", "last chance" and other words of
similar nature. Most of these words seem trite and worn-out but they work
towards providing a more specific and desirable offer to the prospect. The
selling promise should be subtly incorporated into the headline. This could be
done by using longer but information-laden statements. Focus the headline on
the benefit which the readers can expect to receive.
Negative headlines doesn't work except when the negativity is used to
underscore the undesirable result that is expected to be eliminated or avoided
with knowing the information contained in the text. Sometimes, it takes a
negative statement to drive home a specific message. A headline should be able
to strike as directly as possible any situation faced by the reader. If this is
achieved through a negative approach such as with the headline "Top Ten
Investment Mistakes", then a negative headline is considered a good one.
There are several ways to come up with a winner headline. A headline could
stress the need for quick action or select its readers at once with its choice
of words. It could highlight a large audience looking for improvement,
anticipate incredibility or provide a stopper ad that challenges the searcher
to read. Do not forget to always state the benefit to ensure that articles will
not be passed over.
Companies should include their unique selling proposition in their headlines.
Emphasis on the wide range of choices as to size, color, features or prices
could be made. Mention incentives or benefits such as lower price compared to
competitors or free items and services.
Headlines that offer news are often successful. Anything newsworthy belongs at
the top. Personalized headlines far outperform headlines that are general in
nature. Humor and double meanings may not produce the desired effect and are
widely considered as non-productive.
Determining the best headlines may require some testing. This is to test which
headline pulls best. Many have harvested the benefit of the incredible results
of simply altering a headline. The vast difference between two proposed
headlines might never be known without this test. Success can be achieved once
website owners recognize the tremendous power of words through verbalization.
Verbalization is a technique used in writing a headline to increase its impact
by the way it is stated. As an added reminder, try writing from the "point of
you" from time to time to get the readers' interest on a personal level.
About the Author
http://www.theinternetone.net
|
