Top headlines grab attention, keep readers engaged and set the tone for what they’ll find in the article. They can include a punchy visual cue, verbal quote or open question. They can also introduce an emotionally charged topic, evoke an emotion and encourage reader engagement. They often include power words like ultimate, best, only, guaranteed and et cetera to generate curiosity and interest.
Readers are most drawn to articles that promise them tangible value in a short space. These types of headlines are often called “how-to” or “list articles.” They also tend to feature a number, which is an attractive element to readers who typically skim content.
When writing a headline, consider what type of information your audience wants to find and how they use different platforms. A 2020 study by Semrush found that longer headlines — up to 13 words — get more clicks and social shares than shorter ones.
The best headlines for SEO and for human reading are straightforward and clear. They describe what the article is about and include keywords in a way that’s easy for search engines to read. But avoid “keyword salad.” Google surfaces stories, but people make the decision to click.
Headlines are crucial for story pages, blog posts, ad copy and social media updates. They appear in search engine results, title tags and inboxes. They’re also important for your website homepage and other landing pages, as well as on your social feeds and in Apple News.
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