Search Engine Optimization UK – How to Create Great Headlines

December 31, 2014 - Digital State Marketing

Having the perfect title tag for your content/article is important for both attracting readers and influencing the position of the piece on Google. For this reason, you should tailor your title tags for both real human users and search engines. Here’s a quick guide to creating great headlines, from a company who specialise in search engine optimization UK.

First of all, before you start writing your title, you need to consider what length you would like it to be. Here at Digital State Marketing, we like to keep ours under 70 characters; others advise you keep your title tags between 50 and 60 characters. Your title tag will appear at the top of browsers, in tabs, as anchor text on external websites and on search engine results pages. Search engines only show a certain amount of characters in the link to your site – so you need to make sure your title grabs the reader without being cut off.

Secondly, you need to decide what keywords to put in and where. Including them in your title ensures that users performing a query of those keywords get to see your article in the SERP, and thus improves your click through rate. Including your keywords in the title (and making sure the title is short enough for the keyword to show in the link on the SERP) ensures that your keyword will show up in bold in the link. This pops out to the reader and lets them know that your article is relevant to what they were looking for, thus helping you achieve a higher click through rate. Choosing carefully where to put your keywords also helps draw in the user – placing the keyword(s) at the beginning of the title tag grabs their attention quickly and automatically lets them know that your article is directly related to their search.

Finally, you need to ensure that your title tag does what it’s supposed to do and draws the reader in. This is another reason for keeping the length down, as you want to keep it short and snappy to let the user know what your article is about in the shortest time possible. Users need to be told as much as possible in as little time possible, so make sure your title explains your article in as little characters as is sensible. Consider also adding an emotional, humorous, or controversial element to pique the interest of the reader. The important thing is to stand out from the rest, and eliciting emotions and reactions at the level of the title is a good way to do this. Be careful, though, as you don’t want to offend anyone and deter them from visiting your site.

For more information on search engine optimization UK, visit Digital State Marketing.