The Right Headline Makes All the Difference To Your SEO Results
Believe it or not, even though you may be targeting search
engine spiders when you search engine optimize your
website, when you are writing your content, the best
technique is still to write as you would to appeal to an
actual human visitor. This is just as true when it comes
to your headlines as it is for the rest of your content.
This is the case because not only will you improve the
search engine ranking because of the relevancy issue that
is being considered by the latest algorithms utilized by
the big search engines - especially Google - but also
because your site will attract much more relevant visitors.
When it comes down to it, one relevant visitor is worth
the same as a thousand visitors who click to your site, and
then quickly click away without taking a look at what you
have to offer, or, more importantly, making a purchase.
By appealing to the people who will be visiting your
website, you'll bring the right visitors to your website,
and then your conversion rates will naturally improve.
To write an appropriate heading, you first need to know how
to use your heading tags properly. The truth is that you
can actually have as many headings as you want, but it is
the first heading, "h1" that will really make all the
difference when the visitors actually arrive at your site
and read what you have to say.
Search engines look at the heading tags as an indication of
what a given page is all about. Therefore, if your site
heading has not only been search engine optimized with the
right keywords, but has also been written in a way that it
is relevant to the actual page, then you will achieve a
much higher ranking.
All of the big search engines actively search for headings
within the content of your website. When your headings are
placed within heading tags, the search engines know where
to find the information that they want, and you'll have
told them directly what your web pages are all about.
Don't try to fool a search engine, however, by trying
different manipulative techniques such as placing all of
your text into a heading tag, or creating a heading that
uses the right keywords, but doesn't actually make any
sense. The search engines have been designed to identify
this kind of abuse, and will not reference your site the
way you'd like it if you try to tamper with the way your
headings are laid out. In fact, the big search engines will
actually ignore headings altogether if they detect misuse.
Worst of all, you may even be blacklisted as a spammer.
Therefore, it really is in your best interest to put a real
heading into the heading tags.
The next step is to know exactly what you will be using as
your heading. The best technique is to identify the best
keyword phrase for the page you're working on. It is also
a good idea to phrase the heading in a way that encourages
site visitors to continue reading your content so that they
will progress to the rest of your message, your requests to
visit other parts of your site, and ultimately to make a
One good technique to encourage people to continue reading
is to write in a tantalizing way, such as with a question
that applies to the reader, so that they will want to know
the answer or result of the statement. You may also state
your heading in the form of a problem, where you claim that
the rest of the article holds the solution. This is
especially good for having the right kind of visitor spend
time at your site, because the people who relate to the
problem - which, naturally, your product or service can
solve - will continue to read the page. Finally, you can
also appeal to a person's curiosity in your heading by
using techniques such as numbers - such as "The 5 Ways to…"
- and teaser terms - such as "The Secret".
By using these techniques to create targeted, functional,
and powerful headings, you'll find that not only will your
search engine ranking rise, but so will the number of
targeted visitors arriving at your doorstep.
About the Author:
Mark Nenadic is the director and face behind 15Degrees-North
www.15dn.com where you will find articles and
resources to help with Search Engine Optimisation, Internet
Marketing and Web Design.