Writing Killer Titles for Articles and Posts

Titles -- Your 1st Impression for Readers

Let's think about this logically... an internet user opens a browser and types (on average) 2 to 5 words in the search bar. The words are a summary of what they are searching for.

A search engine returns results with the title and 160 or so characters of your introduction. Most all searchers will read the title and base their decision to click through on that. Some will read a bit, if not all, of the 160 character intro and then decide whether or not to click through to the entire article.

The title is the "bait" that you "hook" your searcher/reader with almost exclusively. It's your first impression and it better be good.

Titles Need To...

In order to gain traffic to your article or post, your one title needs to accomplish a few different tasks. Consider that a title should:

• Summarize or convey the content of your article/post
• Be easy to understand 
• Draw in your prospective readers through curiosity or information
• Include keywords toward the beginning for humans and search engines

Title Style Examples that Work

The list title is an old advertising trick that has been around for years and years. Using the trigger words of "top", "best" and/or attaching a number to the title is a proven way to lure in readers. 

However, remember that you are also making a promise of providing a list to your readers. Follow through or you will lose credibility. 

Asking a question as your title is another good title style. Keep in mind that a question title infers that you will answer that question within the content of your article or post. Make sure you do or you will lose credibility with readers. 

"How to..." is a standard and much used form for a title as well. When someone searches for instructions or directions in a search box, 9 times out of 10 they will start the query with "how to" or "how do I". If your title starts with "how", the search engines are more likely to send searches your way. 

Of course, the rest of your title has to be relevant to the article and the searcher. 

 The Nitty-Gritty with Titles

The most important thing to remember with titles is actually 3 parts: 

• If you make a promise in your title; deliver it in your content
• If you ask a question in your title; answer it in your content
• If you bring up a curiosity or challenge in your title, follow through with the information in your content. 

Titles are powerful. Use them to gain readership of your target audience. I usually wait and title my articles and posts after they are written. This gives me the ability to follow my train of thought in my writing and then deliver a title that is most appropriate. 

Title No-Nos

Misleading searchers and readers as to the content of your article will hurt you in the long run. This was the way of spammers years ago. They keyword stuffed titles with words that had nothing to do with the actual content (and vise-versa). Search engines caught on and now will penalize webmasters and writers for doing this, and rightfully so. 

Further, you can permanently damage your reputation with readers and search engines. As writers, we are always trying to build authority and trust in our chosen niches. One wrong or black-hat move like mis-titling an article can ruin your personal branding.