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?”
About Sean Rasmussen
Great points, make more use of the description tag than just stuffing in more keyword rich phrases. Do include your longtail phrases, but make it readable, and leave them wanting more, giving a tangable reason to give you another 30 seconds of their time. I guess that is where my blog of videos has gone wrong, it takes 4 minutes to watch a video, a text post can be scanned, and even speed read, much faster.
I never thought of using a teaser for a meta description – what a great idea. I will definitely be trying this clever technique.
It is a great idea and it can surely help to increase your results Sandra. Good to hear you will be giving it a shot
Hi Sean,
Thanks for the great tips on writing headlines and descriptions.
I’ve found it a bit of a balancing act sometimes, trying to include your keywords, creating a eye catching headline and keeping it not to long.
But I’m learning quickly.
My pleasure Cade. Learning and improving as you go is the key
Hi Sean,
Writing attention grabbing headlines and meta descriptions is always a challenge for me. I understand that both of these elements are vital in terms on enticing people to read my post. I just struggle to write something that isn’t conservative and boring.
I’ve been reading a little about the art of copywriting to see if I can improve. It’s just that when I try to write something catchy, it feels like I’m trying too hard. So, I haven’t published any of these posts yet. Hopefully, this will start to feel more natural sooner rather than later.
Hi Jazz, I’m sure any additional education you are undertaking, especially in copywriting will give you an edge and the confidence to try different things.
Personally I try to write and provide something that I would be interested in reading about. It may not be the best formula for success, however if I can create something that is interesting, I am happy.
Sounds like a great strategy Cemil, chances are that if you are interested in something, many other people will be as well.
Hi Cemil,
Thanks for the great advice. I really enjoy reading your blog posts. You have a really great style. I’ve been thinking about getting some of my friends (who’d be in my target audience) to read some of my stuff.
I thought getting their feedback would give me some feedback to help me improve.
Hi Cemil
Thanks for your advice. I have been noticing your comments as I move along the posts and you have a high value of contribution, very helpful indeed.
You’ll get there Jazz, keep working on it and you will have it down to a fine art in no time.
Hi Jazz,
I have the exact same dilemma. When trying out headlines which also contain your keywords, they often sound just plain “stupid”. I am hoping with time and practice this art will come a little more natural and I suppose looking at how Sean grabs our attention with his headlines has to help us.
It is a challenge getting headlines and meta tags right. To be authentic I am keeping a log of the headlines that appeal to me on other pages to figure out common denominators in them and to use that on my own posts.
I do wonder sometimes – are journalists and news paper editors the best bloggers? Or do they not blog because they are creating cocntent all day long anyway??
I love the way you suggest to link the headline with the meta description. I can see my meta descriptions have been a bit bland. I will improve them now. I read a great blog post today. I would have headlined it How To Unlock Your Car With Your Cell Phone
Sounds like you could have a viral headline there Wal
Glad you found the headlines and meta description info beneficial.
Hi Sean,
Writing catchy headline is an art and a skill that can be learned. After reading this post I will also, as someone else said, be more aware of headlines and take notice what may an attention grabber headline. I want to also remember how important it is to not plagiarize another person’s work.
Headlines and meta descriptions are the deciders on whether someone is going to read your blog or not so they have to be good. I always thought meta descriptions had to be keyword rich but going by your example they don’t seem to have your keywords in it only a very good description of what the post is about – is this right?
Headlines and Meta descriptions are worth putting lots of thought into, really they make or break the success of your blog. This is a skill I need to concentrate on learning well.
Hi Sean
I could ditto all of the above statements. Headlines and meta descriptions have to be really well worded with the appropriate keywords that will attract SEO.
I have started looking at headlines of articles in Twitter every time I go in to tweet just for ideas really and to see how much the headline relates to the content (just my own little research)
The question you suggest we ask ““Why take the time to read?” is a great platform to dive in to find the answers. I will give this a go. Thank you.
Getting them to click on your link is very important and being catchy and exciting will hopefully move the mouse down to your site. I know that I am not exciting enough in my descriptions – I’m usually the first one – straight and to the point. This is a great post highlighting the need to fix this up a lot!