When you are reading through a newspaper what makes you want to read particular stories? Of course, it’s the headlines, and of just a bit less importance is the subtitle giving a short description of what to expect from reading the article.
The same principles are at work when it comes to online content. Headlines and meta descriptions are the two things that induce an internet user to click on the link and read more.
Think about this in terms of blog posts. If you use social bookmarking sites to promote your content, that means members of these sites are presented with a list of headlines and meta descriptions from which to find information on a particular topic – and that’s all they get (other than perhaps a rating).
The same holds true when it comes to search engine results. That headline and short description are the only things that can drive traffic to your blog over another.
What Is Not Working And Why
Boring titles and common subject matter are not likely to grab anyone’s interest and this is likely to be evidenced by a very low rate of visitors landing on a particular blog post or web page. You may also see a high bounce rate when visitors do enter your site through a link to this content. Check your site statistics to review those pages that are most popular, and those that generate little interest. For a blog, analysing the posts that receive the highest number of comments will give you a very simple way to determine popularity.
What is a boring headline? Usually it is one that is too short, or too long. Consider this title for a blog post about DIY vehicle repair: ‘Fix Your Own Auto’. Straightforward, but boring. Then there’s this one: ‘How to Determine Foot Pounds of Torque and the Relation to Horsepower Output for Diesel Engines Manufactured in 1979’. That one is pretty specific – and likely not to appeal to a large number of readers. Besides which, the very long title will only show the first few words in the permalink URL and in the listing on a social bookmarking site or search engine results page.
Next consider the topic of your article. Some subjects have been done to death. This happens a lot after a story about a celebrity hits the news. For weeks afterward, it seems every blog, article directory, and e-zine report the same story. Then again, some topics are just, well, boring. Think about the online content you’re publishing and ask yourself, “Will others want to read this?”
Headlines – Best Practices
Write better headlines. Somewhere in between the two extremes used as an example above is a much better compromise, perhaps ‘Use Horsepower and Torque to Improve Your Auto’s Performance’. This headline tells the reader what to expect in terms of information and succinctly targets the DIYers you are trying to reach. And, it has some SEO power as well because you’ve got good, strong keywords in that title that relate to the automotive niche.
Meta Descriptions – Best Practices
The meta description for the above blog post can expand on that information. Try to use a teaser to compel further investigation. Something like ‘Find out how to improve gas mileage and increase acceleration in the lower gear range using affordable aftermarket parts’ is a great way to hint at the valuable information contained within the article and how this adds value to the reader’s life.
As far as subject matter, it doesn’t hurt to grab a headline from recent news and use it to your internet marketing advantage. But never plagiarise and do be sure to put a different spin on it – and relate it directly to the services or products offered on your site.
When it comes to headlines and meta descriptions, the main thing to remember is that they need to be interesting, informative, and answer the question “Why take the time to read?”
