Firms using internet marketing services must know what motivates people in order to grab their attention, it has been suggested.
In an article for Search Engine Watch, Jennifer Van Iderstyne explained titles are one of the most important aspects of a piece as they are what gets the reader's attention.
In order to create an effective headline, marketers must study their audience and try to understand the way consumers think, she said.
"That's why some people think marketers are evil. But in our own way we're scientists, too. Through an understanding of what motivates people we can aspire to create those crucial motivators," Ms Van Iderstyne continued.
She also reminded marketers that title tags are different from a headline, so they can be used in alternative ways for SEO purposes.
Another thing businesses must take into account is mobile phone users, Shari Thurow recently noted for Search Engine Land.
Because the displays on their devices are different to a PC, she urged companies to have separate versions of their site.
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