The choice of a headline and title tag in blog posts and online articles can "make or break" a site’s visibility to the search engines, according to Yahoo!.
On its Search Marketing Blog, the company said that headlines are so important to search engine optimisation (SEO) because they are used to determine the content and context of a page.
Choosing the right words is therefore vital to getting a good page ranking. When devising headlines, the blog said marketers should try to incorporate keywords that are relevant to the rest of the site.
They may also like to employ terms that have high search volumes, as these will be the most popular with potential customers – although they may also be highly competitive.
Away from pure SEO, headlines should also be attention-grabbing, as this could indirectly boost a site’s ranking because search engines will notice if large numbers of users are clicking on a headline and sharing the link.
In related news, John Lynch of Search Engine Watch recently said that keyword-rich, well-linked content should underpin any strategy to boost a site’s online profile.
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