Pick up any newspaper and the first thing you'll do is scan the headlines. Maybe your eye will reach the subheading and even the first or second paragraph before skimming through the subheadings to the last line. We don't read news as much as devour it speedily in a highly focused way. If a headline doesn't grab us, we will move on to the next. Headlines need to summarise the story and yet be pithy. They can be funny, be a clever pun or simply dramatic. They can tantalise and arouse curiosity. But what's that got to do with SEO copywriting? A lot. If you don't have the right title, nobody will read on.
Top Title Tips
The headline and opening paragraph are, as in any form of writing aiming to grab the attention of its reader, paramount. Whether you are selling double glazing or writing about the latest bomb explosion in Iraq, the first few words will either grab the reader or lose them. A great headline needs to be followed up with an equally strong opening paragraph. You can't promise ‘The Five Secrets of the Universe' and continue with a mundane piece of information. The momentum has to continue. When it comes to writing SEO articles or any kind of web copy, if you have a deadline and a short period of time, it's wise to spend the majority of your energy getting the headline and opening dead on.
Title Tactics
Here are some key tactics you can use in your opening paragraphs if you want to grab your reader's attention effectively.
- Do you want to be a millionaire? Open with an enticing rhetorical question that you know will engage the reader. There are a number of topics that will commonly grab attention – sex, money, relationships and lifestyle status. It isn't hard finding angles that incorporate these factors.
- Use story-telling – sharing a funny story is another way of establishing a rapport with your reader. Alternatively a witty, relevant quote from a celebrity or famous source is another way to inspire interest.
- Use words that encourage the reader to actively interact and bring their own experiences to the story - such as ‘imagine this scenario' or ‘think of a time when…'
- Statistics are always fascinating if they are shocking or ridiculous (as long as they are relevant)
Strong Titles
Strong titles that incorporate keywords can generate traffic and help with link baiting. If you want to get social media networks or bookmarking sites interested in your article the title is the first and probably the last thing the web user will see. Take time to think what would grab your attention if you were looking for an article on say, how to improve your golf swing. Given the choice of, ‘How to improve your Golf Swing' and, ‘Five Winning Tips to perfect your Golf Swing' - ‘five winning tips' is more appealing. Many readers are impatient, they want easily digestible information fast – five tips are easy to swallow. Making those simple tweaks to your title could make all the difference.
Titles – Cheat Sheets
If headlines are a problem for you, there are ‘cheat sheets' available online on sites such as Copyblogger. Copyblogger offers '10 Sure-Fire Headline Formulas That Work' including:
- The Secret of [blank]
- Little Known Ways to [blank]
- Get Rid of [problem] Once and For All
- What Everybody Ought to Know About [blank]