{"id":15872,"date":"2019-07-15T00:50:44","date_gmt":"2019-07-15T04:50:44","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=15872"},"modified":"2024-01-17T10:03:12","modified_gmt":"2024-01-17T14:03:12","slug":"writing-headlines-for-the-web","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/","title":{"rendered":"Writing headlines for the web &#038; SEO?"},"content":{"rendered":"<h2>Optimize web heads for humans as well as Google<\/h2>\n<p>If Google can\u2019t find it, to paraphrase Jeff Foxworthy, can\u2019t nobody find it.<\/p>\n<figure id=\"attachment_27806\" aria-describedby=\"caption-attachment-27806\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27806\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/writing-headlines-for-the-web-seo-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" data-orig-size=\"556,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"writing-headlines-for-the-web-seo\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Search me&lt;\/strong&gt; Write headlines for humans, optimize them for search engines.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo-300x162.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" alt=\"Writing headlines for the web &amp; SEO?\" title=\"Writing headlines for the web &amp; SEO?\" width=\"556\" height=\"300\" class=\"size-full wp-image-27806 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png 556w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo-300x162.png 300w\" data-sizes=\"(max-width: 556px) 100vw, 556px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 556px; --smush-placeholder-aspect-ratio: 556\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27806\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/writing-headlines-for-the-web-seo-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" data-orig-size=\"556,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"writing-headlines-for-the-web-seo\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Search me&lt;\/strong&gt; Write headlines for humans, optimize them for search engines.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo-300x162.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" alt=\"Writing headlines for the web &amp; SEO?\" title=\"Writing headlines for the web &amp; SEO?\" width=\"556\" height=\"300\" class=\"size-full wp-image-27806\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png 556w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo-300x162.png 300w\" sizes=\"(max-width: 556px) 100vw, 556px\" \/><\/noscript><figcaption id=\"caption-attachment-27806\" class=\"wp-caption-text\"><strong>Search me<\/strong> Write headlines for humans, optimize them for search engines. <a href=\"https:\/\/www.istockphoto.com\/photo\/internet-search-webpage-input-textbox-mouse-pointer-and-button-gm870951080-145375791\" rel=\"noopener\" target=\"_blank\"><em>Image by olaser<\/em><\/a><\/figcaption><\/figure>\n<p>Indeed, one key role of web heads is to help Google find your page.<\/p>\n<p>\u201cIf the story is about the dangers of salmonella in tomatoes in California, by golly, the headline probably needs to have \u2018California,\u2019 \u2018bacteria\u2019 and \u2018tomatoes\u2019 in it,&#8221; says Sara Dickenson Quinn, visual journalism teacher at The Poynter Institute. &#8220;Maybe \u2018salmonella,\u2019 too.\u201d<\/p>\n<h2>How search has changed<\/h2>\n<p>But this ain&#8217;t your daddy&#8217;s Google. Back in the day, keyword stuffing and inbound linking \u2014 from anywhere! And in any way! \u2014 were the best paths to finding readers, or at least to helping them find you.<\/p>\n<p>Those were the bad old days, when optimized web pages read like \u2026 well, like optimized web pages: <em>There are many <u>wedding rings<\/u> on the market. If you want to have a <u>wedding<\/u>, you will have to pick the <u>best ring<\/u>. You will also need to <u>buy flowers<\/u> and a <u>wedding dress<\/u>.<\/em><\/p>\n<p>But all that has changed \u2014 thank goodness \u2014 with the 20-year evolution of Google algorithms.<\/p>\n<ul>\n<li><strong>PageRank<\/strong>, 1998. Inbound links: 75% of SEO success; keyword stuffing: 25% of SEO success<\/li>\n<li><strong>Panda<\/strong>, 2011. Inbound links: not affected; keyword stuffing: quality more important<\/li>\n<li><strong>Penguin<\/strong>, 2012. Inbound linking schemes punished; keyword stuffing: punished<\/li>\n<li><strong>Hummingbird<\/strong>, 2013. Inbound links: still punished; keyword stuffing: still punished. Semantic &amp; long-tail search supported<\/li>\n<\/ul>\n<p><center><strong>What you don&#8217;t know <em>can<\/em> hurt you<\/strong> Google now punishes, rather than rewards, keyword stuffing and inbound link schemes.<\/center>Now <strong>keyword stuffing and inbound linking schemes<\/strong> aren&#8217;t rewarded; they&#8217;re punished.<\/p>\n<p>Plus, with <strong>semantic search<\/strong>, Google can now intuit (I believe that\u2019s the technical term) what you&#8217;re writing about even without specific search terms. If you&#8217;re selling cheap tacos in Tucson, for instance, Google can help searchers find you, even if you don&#8217;t use the words <em>cheap, tacos and Tucson<\/em>.<\/p>\n<p>Finally, there&#8217;s <a title=\"Long-tail keywords lift SEO results\" href=\"https:\/\/www.wyliecomm.com\/2021\/09\/seo-guidelines-for-content-writers\/\" target=\"\" rel=\"noopener noreferrer\"><strong>long-tail search<\/strong><\/a>. These days, web visitors don\u2019t search for simple terms like \u201cLAX flight delays.\u201d Instead, they\u2019re more likely to ask a longer, more conversational and more precise question: \u201cWill Delta Airlines flight 457 be delayed out of LAX today?\u201d That&#8217;s especially true of mobile voice search: When we dictate rather than type our searches, apparently, we tend to be more free with words.<\/p>\n<p>All of which means that now, your best path to SEO success is to write a good piece that people read and share.<\/p>\n<p>Here&#8217;s what hasn&#8217;t changed: Your headline still gets a header (h1) tag on the portal, which means it can deliver huge SEO benefits.<\/p>\n<p>&#8220;It&#8217;s an endorsement of headline writers by Google,&#8221; jokes Andy Bechtel, associate professor, School of Journalism and Mass Communication at UNC-Chapel Hill.<\/p>\n<h2>Include these elements in web heads.<\/h2>\n<p>To optimize your headline for search engines, consider including:<\/p>\n<ul>\n<li><strong>Keywords<\/strong>. These are the common words and phrases visitors would use to describe the subject of your web page \u2014 \u201csocial media jobs,\u201d \u201ccommunication measurement\u201d or \u201cexecutive communications,\u201d maybe. Learn to <a class=\"locked\" title=\"find keywords&lt;\/\" href=\"https:\/\/revvingupreadership.com\/2021\/09\/seo-guidelines-for-content-writers\/\" target=\"_blank\" rel=\"noopener noreferrer\">find keywords<\/a> for your headline.<\/li>\n<li><strong>Proper names<\/strong>. <em>The Washington Post\u2019s<\/em> Gene Weingarten once called a column about headline SEO, \u201c<a title=\"Gene Weingarten column mentions Lady Gaga\" href=\"http:\/\/www.washingtonpost.com\/wp-dyn\/content\/article\/2010\/07\/09\/AR2010070904048.html\" target=\"_blank\" rel=\"noopener noreferrer\">Gene Weingarten column mentions Lady Gaga<\/a>.\u201d Names of people, places, organizations and things are common search queries. To match those searches, include commonly used names in your headline.<\/li>\n<li><strong>Full personal names<\/strong>. I know, I know. Your style guide calls for using your CEO\u2019s last name only in headlines. But people are more likely to search for first <em>and<\/em> last names. Want folks to find your page? Use both.<\/li>\n<li><strong>Unique elements<\/strong>. Better to be found by the right searchers than by all searchers \u2014 or by none at all. So include elements that are unique to your web page.<\/li>\n<li><strong>Geographic references<\/strong>. \u201cEpilepsy treatment in Portland, Oregon,\u201d for instance, will compete with only 399,000 Google results. But \u201cepilepsy treatment\u201d without the location will compete with 29.8 million.<\/li>\n<\/ul>\n<p>\u201cStrive for relevance to <em>likely<\/em> search queries,\u201d advises Eric Ulken, assistant managing editor of digital at <em>The Seattle Times<\/em>, \u201cnot just <em>popular<\/em> ones.\u201d<\/p>\n<h2>Leave these elements out of web heads.<\/h2>\n<p>To make the most of your headline, don\u2019t include:<\/p>\n<ul>\n<li><strong>Extra words<\/strong>. <a title=\"Keep headlines short\" href=\"https:\/\/www.wyliecomm.com\/2019\/07\/online-headlines\/\" target=\"\" rel=\"noopener noreferrer\">Keep headlines short<\/a> \u2014 about 55 characters or less, Ulken advises. Longer than that, and they can get truncated in search results.<\/li>\n<li><strong><a title=\"Gobbledygook\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/readability\/how-to-avoid-jargon\/\" target=\"\" rel=\"noopener noreferrer\">Gobbledygook<\/a><\/strong>. Nobody searches for words like \u201cworld-class,\u201d \u201ccutting-edge\u201d and \u201cnext-generation.\u201d Gobbledygook not only clutters up your copy for real readers, it also dilutes your keywords for search engines, as well.<\/li>\n<li><strong>Obscure words<\/strong>. Back away from that thesaurus. Web headlines are no place to show off your vocabulary. Reach for the common word, not for the clever one. \u201cThere\u2019s no reason to use \u2018temblor\u2019 when \u2018earthquake\u2019 will do,\u201d Ulken says.<\/li>\n<li><strong>Journalese<\/strong>. Trust me: Your readers aren&#8217;t searching for &#8220;area man&#8221; or &#8220;local festival.&#8221;<\/li>\n<li><strong>Punny phrases.<\/strong> <a title=\"Feature heads\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-create-micro-content\/how-to-write-a-good-headline\/feature-headline\/\" target=\"\" rel=\"noopener noreferrer\">Feature heads<\/a> work great in print. Online, they confuse search engines and <a class=\"locked\" title=\"readers looking at indexes\" href=\"https:\/\/revvingupreadership.com\/2017\/02\/a-web-head-is-an-island\/\" target=\"_blank\" rel=\"noopener noreferrer\">readers looking at indexes<\/a> of stories. So make web heads clear and explanatory. Think of it as \u201cthe pursuit of the literal,\u201d Ulken says.<\/li>\n<\/ul>\n<p>&#8220;Google has no sense of humor,&#8221; Bechtel says.<\/p>\n<h2>Make your headline your page title.<\/h2>\n<p>Multiply your Google juice by making your web head your page title. Google gives bonus points (yes, technical terms again) to web pages with the same headline and page title.<\/p>\n<figure id=\"attachment_15877\" aria-describedby=\"caption-attachment-15877\" style=\"width: 576px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"15877\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/make-your-headline-your-page-title\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg\" data-orig-size=\"576,71\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"make-your-headline-your-page-title\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title-300x37.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-15877 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg\" alt=\"Make your headline your page title\" width=\"576\" height=\"71\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title-300x37.jpg 300w\" data-sizes=\"(max-width: 576px) 100vw, 576px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 576px; --smush-placeholder-aspect-ratio: 576\/71;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"15877\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/make-your-headline-your-page-title\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg\" data-orig-size=\"576,71\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"make-your-headline-your-page-title\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title-300x37.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-15877\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg\" alt=\"Make your headline your page title\" width=\"576\" height=\"71\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/make-your-headline-your-page-title-300x37.jpg 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/noscript><figcaption id=\"caption-attachment-15877\" class=\"wp-caption-text\"><strong>Think twice<\/strong> Multiply your Google juice by repeating your web head in your page title.<\/figcaption><\/figure>\n<p>But \u2014 and as PeeWee Herman says, there&#8217;s always a big but \u2014 here&#8217;s a workaround that allows you to use creative headlines online. Put the creative headline on the content page; use your page title for SEO.<\/p>\n<p>Or, steal this trick from the BBC: Create a short headline for readers that you use in indexes and at the top of your content page, for readers. Then add a longer headline underneath \u2014 aka a deck \u2014 and pack that puppy with search terms. Here&#8217;s how it works:<\/p>\n<figure id=\"attachment_15878\" aria-describedby=\"caption-attachment-15878\" style=\"width: 361px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"15878\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/write-it-like-the-bbc\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg\" data-orig-size=\"361,384\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"write-it-like-the-BBC\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-282x300.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-15878 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg\" alt=\"Write it like the BBC\" width=\"361\" height=\"384\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg 361w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-282x300.jpg 282w\" data-sizes=\"(max-width: 361px) 100vw, 361px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 361px; --smush-placeholder-aspect-ratio: 361\/384;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"15878\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/write-it-like-the-bbc\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg\" data-orig-size=\"361,384\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"write-it-like-the-BBC\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-282x300.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-15878\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg\" alt=\"Write it like the BBC\" width=\"361\" height=\"384\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC.jpg 361w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-282x300.jpg 282w\" sizes=\"(max-width: 361px) 100vw, 361px\" \/><\/noscript><figcaption id=\"caption-attachment-15878\" class=\"wp-caption-text\"><strong>Write it like the BBC<\/strong> Here&#8217;s the index headline and blurb for a recent news item \u2026<\/figcaption><\/figure>\n<figure id=\"attachment_15879\" aria-describedby=\"caption-attachment-15879\" style=\"width: 576px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"15879\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/write-it-like-the-bbc-ii\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg\" data-orig-size=\"576,38\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"write-it-like-the-BBC-II\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II-300x20.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-15879 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg\" alt=\"Write it like the BBC II\" width=\"576\" height=\"38\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II-300x20.jpg 300w\" data-sizes=\"(max-width: 576px) 100vw, 576px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 576px; --smush-placeholder-aspect-ratio: 576\/38;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"15879\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/write-it-like-the-bbc-ii\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg\" data-orig-size=\"576,38\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"write-it-like-the-BBC-II\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II-300x20.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-15879\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg\" alt=\"Write it like the BBC II\" width=\"576\" height=\"38\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/09\/write-it-like-the-BBC-II-300x20.jpg 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/noscript><figcaption id=\"caption-attachment-15879\" class=\"wp-caption-text\"><strong>Write it like the BBC II<\/strong> \u2026 Here&#8217;s the page title, which helps with SEO \u2026<\/figcaption><\/figure>\n<h5><strong>US dog food recall after euthanasia drug found<\/strong><\/h5>\n<h6>A US pet food company says traces of a drug used to euthanise animals have been found in some of its products, leading to a large recall<\/h6>\n<p><center><strong>Write it like the BBC III<\/strong> \u2026 And here&#8217;s what the head and deck look like on the content page.<\/center><\/p>\n<h2>Practice \u2018proactive SEO.\u2019<\/h2>\n<p>As you learn more about <a class=\"locked\" title=\"popular queries on your topic\" href=\"https:\/\/revvingupreadership.com\/2021\/09\/seo-guidelines-for-content-writers\/\" target=\"_blank\" rel=\"noopener noreferrer\">popular queries on your topic<\/a>, you might also be able to develop stories and web pages to match those trending topics.<\/p>\n<p>\u201cDone right, this isn\u2019t shameless hit-chasing,\u201d Ulken says. \u201cIt\u2019s finding out what your audience wants to know and giving it to them.\u201d<\/p>\n<h2>Optimize for people, too.<\/h2>\n<p>\u201cWhen things get tough, remember \u2026 You\u2019re not writing for Google; you\u2019re writing for people, with Google in mind,\u201d Ulken says. \u201cSometimes headline writers get carried away with SEO. It\u2019s counterproductive to put these goals ahead of clarity and common sense.\u201d<\/p>\n<p>Amen.<br \/>\n____<\/p>\n<p>Sources: Andy Bechtel, &#8220;Writing Headlines for Digital and Mobile Media,&#8221; Poynter News University, Dec. 5, 2013<\/p>\n<p>David Wheeler, \u201c<a title=\"\u2018Google Doesn\u2019t Laugh\u2019: Saving Witty Headlines in the Age of SEO\" href=\"http:\/\/www.theatlantic.com\/technology\/archive\/2011\/05\/google-doesnt-laugh-saving-witty-headlines-in-the-age-of-seo\/238656\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u2018Google Doesn\u2019t Laugh\u2019: Saving Witty Headlines in the Age of SEO<\/a>,\u201d <em>The Atlantic<\/em>, May 11, 2011<\/p>\n<p>Kevin Allen, \u201cWitty headlines: Black and white and dead all over (because of SEO),\u201d Ragan\u2019s PR Daily, May 13, 2011<\/p>\n<p>\u201cWriting Online Headlines: SEO and Beyond,\u201d Poynter News University<\/p>\n<p>Eric Ulken, \u201cWriting Headlines for the web 2010,\u201d Poynter News University<\/p>\n<p>Gene Weingarten, \u201c<a title=\"Gene Weingarten column mentions Lady Gaga\" href=\"http:\/\/www.washingtonpost.com\/wp-dyn\/content\/article\/2010\/07\/09\/AR2010070904048.html\" target=\"_blank\" rel=\"noopener noreferrer\">Gene Weingarten column mentions Lady Gaga<\/a>,\u201d <em>The Washington Post<\/em>, July 18, 2010<\/p>\n<p>Eric Ulken, \u201c<a title=\"This headline not written for Google\" href=\"http:\/\/www.ojr.org\/p1788\/\" target=\"_blank\" rel=\"noopener noreferrer\">This headline not written for Google<\/a>,\u201d OJR: The Online Journalism Review, Oct. 20, 2009<\/p>\n<p>Steve Lohr, \u201c<a title=\"This Boring Headline Is Written for Google\" href=\"http:\/\/www.nytimes.com\/2006\/04\/09\/weekinreview\/09lohr.html\" target=\"_blank\" rel=\"noopener noreferrer\">This Boring Headline Is Written for Google<\/a>,\u201d <em>The New York Times<\/em>, April 9, 2006<\/p>\n<p>Steffen Fjaervik, \u201cHeadlines: Boring Is Better than Useless,\u201d PoynterOnline, April 10, 2006<\/p>\n<p>Steffen Fjaervik, \u201c<a title=\"Please, Please, Please Write Informative Headlines\" href=\"http:\/\/poynter.org\/column.asp?id=31&amp;aid=77324\" target=\"_blank\" rel=\"noopener noreferrer\">Please, Please, Please Write Informative Headlines<\/a>,\u201d PoynterOnline, Jan. 21, 2005<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Optimize web heads for humans as well as Google <\/p>\n","protected":false},"author":6,"featured_media":27806,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88],"tags":[261,363],"class_list":{"0":"post-15872","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-decks","9":"tag-web-headlines","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Writing headlines for the web &amp; SEO?<\/title>\n<meta name=\"description\" content=\"Search me: Write headlines for humans, optimize them for search engines.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writing headlines for the web &amp; SEO?\" \/>\n<meta property=\"og:description\" content=\"Search me: Write headlines for humans, optimize them for search engines.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2019\/07\/writing-headlines-for-the-web\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WylieCommunications\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/ann.wylie.33\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-15T04:50:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-17T14:03:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/writing-headlines-for-the-web-seo.png\" \/>\n\t<meta property=\"og:image:width\" content=\"556\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ann Wylie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Writing headlines for the web &amp; 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