{"id":16407,"date":"2019-07-15T03:58:40","date_gmt":"2019-07-15T07:58:40","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=16407"},"modified":"2024-01-17T10:02:20","modified_gmt":"2024-01-17T14:02:20","slug":"killer-headlines-for-web-content","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/","title":{"rendered":"How to write killer headlines for web content"},"content":{"rendered":"<h2>Google never laughs; so must web heads be dull?<\/h2>\n<p>There\u2019s a lot of sniveling and squawking going on in the web writing community these days. Consider the headlines:<\/p>\n<figure id=\"attachment_21029\" aria-describedby=\"caption-attachment-21029\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"21029\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/how-to-write-killer-headlines-for-web-content\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png\" data-orig-size=\"600,300\" 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=\"how-to-write-killer-headlines-for-web-content\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;No funny business&lt;\/strong&gt; How can you write headlines that rank high in search and surprise and delight your readers? Optimize for humans as well as Google. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/banana-gm526542512-92593983&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by your_photo&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png\" alt=\"How to write killer headlines for web content\" title=\"How to write killer headlines for web content\" width=\"600\" height=\"300\" class=\"size-full wp-image-21029 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"21029\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/how-to-write-killer-headlines-for-web-content\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png\" data-orig-size=\"600,300\" 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=\"how-to-write-killer-headlines-for-web-content\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;No funny business&lt;\/strong&gt; How can you write headlines that rank high in search and surprise and delight your readers? Optimize for humans as well as Google. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/banana-gm526542512-92593983&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by your_photo&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png\" alt=\"How to write killer headlines for web content\" title=\"How to write killer headlines for web content\" width=\"600\" height=\"300\" class=\"size-full wp-image-21029\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/how-to-write-killer-headlines-for-web-content-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-21029\" class=\"wp-caption-text\"><strong>No funny business<\/strong> How can you write headlines that rank high in search and surprise and delight your readers? Optimize for humans as well as Google. <a href=\"https:\/\/www.istockphoto.com\/photo\/banana-gm526542512-92593983\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by your_photo<\/em><\/a><\/figcaption><\/figure>\n<ul>\n<li>\u201cThis Boring Headline Is Written for Google,\u201d grumble journalists.<\/li>\n<li>\u201c<a title=\"Google doesn\u2019t laugh\" href=\"https:\/\/www.theatlantic.com\/technology\/archive\/2011\/05\/google-doesnt-laugh-saving-witty-headlines-in-the-age-of-seo\/238656\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google doesn\u2019t laugh<\/a>,\u201d moan headline writers.<\/li>\n<li>\u201cWitty headlines: Black and white and dead all over,\u201d kvetch communicators.<\/li>\n<\/ul>\n<p>What\u2019s all the bellyaching about? The fact that <a title=\"feature headlines\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/display-copy\/how-to-write-a-good-headline\/\" target=\"\" rel=\"noopener noreferrer\">feature headlines<\/a> don\u2019t work so well online. Sad, but true: When it comes to web heads, it\u2019s more important to <a class=\"locked\" title=\"optimize for search engines\" href=\"https:\/\/revvingupreadership.com\/writing\/display-copy\/how-to-write-a-good-headline\/good-online-headlines\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimize for search engines<\/a> \u2014 and optimize for real people \u2014 than it is to be clever.<\/p>\n<p>\u201cPart of the craft of journalism for more than a century has been to think up clever titles and headlines,&#8221; writes Ed Canale, vice president for strategy and new media at <em>The Sacramento Bee<\/em>. &#8220;And Google comes along and says, \u2018The heck with that.&#8217;\u201d<\/p>\n<h5>\u201cIf there is a choice between boring and useless, I suggest going for boring.\u201d<\/h5>\n<h6>\u2014 Steffen Fjaervik, contributing writer for Poynter Online<\/h6>\n<p>Or, as Steffen Fjaervik, contributing writer for Poynter Online, suggests:<\/p>\n<p>\u201cIf there is a choice between boring and useless, I suggest going for boring.\u201d<\/p>\n<p>But maybe those aren\u2019t the only options.<\/p>\n<h3><strong>Four <\/strong>ways to write creative headlines for the web<\/h3>\n<p>Here are three ways to work around the SEO and scanning restrictions of web heads:<\/p>\n<h3>1. Use your title tag and URL.<\/h3>\n<p>Your title tag gets more Google juice than your web headline. So put your literal headline in the title tag and put the feature headline on the content page. <em>The New York Times<\/em>, for instance, sometimes packs keywords into its title tags, but not into the page headline.<\/p>\n<figure id=\"attachment_36067\" aria-describedby=\"caption-attachment-36067\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-36067 lazyload\" title=\"Put your wit where the reader is\" data-src=\"https:\/\/revvingupreadership.com\/wp-content\/uploads\/2017\/02\/SEO-headline.jpg\" alt=\"Put your wit where the reader is\" width=\"480\" height=\"357\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/357;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-36067\" title=\"Put your wit where the reader is\" src=\"https:\/\/revvingupreadership.com\/wp-content\/uploads\/2017\/02\/SEO-headline.jpg\" alt=\"Put your wit where the reader is\" width=\"480\" height=\"357\" \/><\/noscript><figcaption id=\"caption-attachment-36067\" class=\"wp-caption-text\"><strong>Put your wit where the reader is<\/strong> \u2026 Write a creative headline for humans and put it on your content page. Write an SEO headline for Google and put in your page title.<\/figcaption><\/figure>\n<h3>2. Use the deck.<\/h3>\n<p>You could also use the headline for the literal story, the deck for the creative or benefits-focused one.<\/p>\n<ul>\n<li><strong>Literal headline<\/strong>: [Topic word] does what<\/li>\n<li><strong>Benefits-oriented deck<\/strong>: You benefit how<\/li>\n<li><strong>Creative deck<\/strong>: Clever wordplay or twist of phrase<\/li>\n<\/ul>\n<h3>3. Be <em>witty and<\/em> clear.<\/h3>\n<p>You\u2019re brilliant, right? Why not write a headline that\u2019s both creative and telling? The pros are pulling it off by writing:<\/p>\n<p><strong>a. A literal kicker with a clever headline<\/strong>. Corporate communicator Kevin Allen writes:<\/p>\n<h5 class=\"standalone\">\u201cWitty headlines: Black and white and dead all over\u201d<\/h5>\n<p><strong>b. A clever kicker with a literal headline<\/strong>. &#8220;<a title=\"High Hitler\" href=\"https:\/\/www.theguardian.com\/books\/2016\/sep\/25\/blitzed-norman-ohler-adolf-hitler-nazi-drug-abuse-interview\" target=\"_blank\" rel=\"noopener noreferrer\">a book review headline in <em>The Guardian<\/em><\/a> was topped with this headline:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16409\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/the-guardian-book-review-headline\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg\" data-orig-size=\"600,173\" 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=\"The Guardian headline: High Hitler\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline-300x87.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16409 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg\" alt=\"The Guardian headline: High Hitler\" width=\"600\" height=\"173\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline-300x87.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/173;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16409\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/the-guardian-book-review-headline\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg\" data-orig-size=\"600,173\" 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=\"The Guardian headline: High Hitler\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline-300x87.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16409\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg\" alt=\"The Guardian headline: High Hitler\" width=\"600\" height=\"173\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/the-guardian-book-review-headline-300x87.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><\/p>\n<p>And <a href=\"https:\/\/www.npr.org\/sections\/thetwo-way\/2013\/11\/19\/246121195\/picture-this-selfie-is-word-of-the-year\" target=\"_blank\" rel=\"noopener noreferrer\">some smart editor at NPR wrote<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16410\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/npr-web-headline-picture-this\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg\" data-orig-size=\"600,117\" 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=\"NPR web headline &#8211; Picture this: &#039;Selfie&#039; is the word of the Year\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this-300x59.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16410 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg\" alt=\"NPR web headline - Picture this: 'Selfie' is the word of the Year\" width=\"600\" height=\"117\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this-300x59.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/117;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16410\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/npr-web-headline-picture-this\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg\" data-orig-size=\"600,117\" 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=\"NPR web headline &#8211; Picture this: &#039;Selfie&#039; is the word of the Year\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this-300x59.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16410\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg\" alt=\"NPR web headline - Picture this: 'Selfie' is the word of the Year\" width=\"600\" height=\"117\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/npr-web-headline-picture-this-300x59.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><\/p>\n<p><strong>c. A topic word subject with a clever verb phrase<\/strong>. \u201c<a title=\"Meteor Impact Theory Takes a Hit\" href=\"https:\/\/www.wired.com\/2005\/01\/meteor-impact-theory-takes-a-hit\/\" target=\"_blank\" rel=\"noopener noreferrer\">A <em>Wired<\/em> copyeditor writes<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16411\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/wired-headline-meteor-impact-theory\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg\" data-orig-size=\"600,51\" 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=\"Wired headline &#8211; meteor impact theory takes a hit\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory-300x26.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16411 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg\" alt=\"Wired headline - meteor impact theory takes a hit\" width=\"600\" height=\"51\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory-300x26.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/51;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16411\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/wired-headline-meteor-impact-theory\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg\" data-orig-size=\"600,51\" 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=\"Wired headline &#8211; meteor impact theory takes a hit\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory-300x26.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16411\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg\" alt=\"Wired headline - meteor impact theory takes a hit\" width=\"600\" height=\"51\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/wired-headline-meteor-impact-theory-300x26.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><\/p>\n<p>And <a href=\"https:\/\/www.bizjournals.com\/kansascity\/news\/2011\/05\/16\/mutual-of-omaha-bank-will-deposit.html\" target=\"_blank\" rel=\"noopener noreferrer\">a <em>Kansas City Business Journal<\/em> writer comes up with<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16412\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/kansas-city-biz-journal-headline-mutual-bank\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg\" data-orig-size=\"600,139\" 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=\"Mutual of Omaha Bank will deposit full-service branch in Kansas City.\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank-300x70.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16412 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg\" alt=\"Mutual of Omaha Bank will deposit full-service branch in Kansas City.\" width=\"600\" height=\"139\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank-300x70.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/139;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16412\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/kansas-city-biz-journal-headline-mutual-bank\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg\" data-orig-size=\"600,139\" 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=\"Mutual of Omaha Bank will deposit full-service branch in Kansas City.\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank-300x70.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16412\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg\" alt=\"Mutual of Omaha Bank will deposit full-service branch in Kansas City.\" width=\"600\" height=\"139\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/kansas-city-biz-journal-headline-mutual-bank-300x70.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><\/p>\n<h3>4. A reversed mullet.<\/h3>\n<p>Put the business in the front, party in the back with <a href=\"https:\/\/edition.cnn.com\/2015\/07\/20\/health\/science-behind-being-hangry\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">headlines like this one, from CNN<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16413\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/cnn-web-headline-the-science-of-hangry\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg\" data-orig-size=\"600,520\" 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=\"The Science of Hungry, Or Why Some People Get Grumpy When They&#039;re Hungry\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry-300x260.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16413 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg\" alt=\"The Science of Hungry, Or Why Some People Get Grumpy When They're Hungry\" width=\"600\" height=\"520\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry-300x260.jpg 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/520;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16413\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/07\/killer-headlines-for-web-content\/cnn-web-headline-the-science-of-hangry\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg\" data-orig-size=\"600,520\" 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=\"The Science of Hungry, Or Why Some People Get Grumpy When They&#039;re Hungry\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry-300x260.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16413\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg\" alt=\"The Science of Hungry, Or Why Some People Get Grumpy When They're Hungry\" width=\"600\" height=\"520\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry.jpg 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/01\/cnn-web-headline-the-science-of-hangry-300x260.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><\/p>\n<p>No, there\u2019s no danger that readers will injure themselves in a laughing fit, but these writers do manage to make their headlines both literal and creative.<\/p>\n<h3>How to manage all of these headlines<\/h3>\n<p>So how do you handle content management with all of these headline options?<\/p>\n<p>Ask the writers to provide headlines and other display copy or microntent and metadata with the stories. Writers understand the story best, after all, and this approach keeps the webmaster from frantically repurposing everything and the end of the process.<\/p>\n<p>And if you are publishing and posting, include the print headline in the web metadata. Print readers will look up the story using the headline they saw in the publication.<\/p>\n<p>Even if it\u2019s not the headline you post on the content or index pages, they should be able to find what they\u2019re looking for.<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>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>Amy Gahran, \u201c<a title=\"Smart Headlines: Beyond Shovelware\" href=\"http:\/\/www.poynter.org\/column.asp?id=31&amp;aid=116390\" target=\"_blank\" rel=\"noopener noreferrer\">Smart Headlines: Beyond Shovelware<\/a>,\u201d PoynterOnline, March 3, 2011<\/p>\n<p>Arthur S. Brisbane, \u201c<a title=\"Glimpses of Online Journalism, From Inside and Out\" href=\"http:\/\/www.nytimes.com\/2010\/12\/26\/opinion\/26pubed.html\" target=\"_blank\" rel=\"noopener noreferrer\">Glimpses of Online Journalism, From Inside and Out<\/a>,\u201d <em>The New York Times<\/em>, Dec. 25, 2010<\/p>\n<p>\u201cWriting Online Headlines: SEO and Beyond,\u201d <a title=\"Poynter News University\" href=\"http:\/\/www.newsu.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Poynter News University<\/a><\/p>\n<p>Eric Ulken, \u201cWriting Headlines for the web 2010,\u201d Poynter University NewsU web course<\/p>\n<p>Eric Ulken, \u201c<a title=\"This headline not written for Google\" href=\"http:\/\/www.ojr.org\/ojr\/people\/eulken\/200910\/1788\/\" target=\"_blank\" rel=\"noopener noreferrer\">This headline not written for Google<\/a>,\u201d OJR: The Online Journalism Review, Oct. 20, 2009<\/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>Google never laughs; so must web heads be dull? <\/p>\n","protected":false},"author":6,"featured_media":21029,"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":[230,237,363],"class_list":{"0":"post-16407","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-display-copy","9":"tag-microcontent","10":"tag-web-headlines","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - 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