In the battle for search optimization success, nothing makes quite as big an impact as meaningful content. However, in the race to produce high-quality body content, some marketers are forgetting the importance of headlines, as a recent article on Search Engine Watch succinctly put it:
“The best content with a boring headline that does a poor job of giving the reader a reason to click has failed.”
The same article detailed new research that has reinforced the importance of producing great headlines—something that savvy content marketing professionals in Houston, TX, such as Digital Sales Development, have always tried their best to do.
The study attempted to identify the types of headlines readers resonated with the most. Through the analysis, researchers found out that majority of online users still favor number headlines, such as “27 Ways to Keep the Doctor Away.” This was followed by a preference for reader readdressing, such as “Ways Your Driving Habits can Save You Money.”
Upon digging deeper, the researchers came to the conclusion that the reason behind user preference for certain headlines has a lot to do with clarity. Due to the incredible amount of content available to Internet users today, readers want to know exactly what to expect before they click on a link. In this regard, number headlines were generally the most explicit.
However, while these kinds of titles did prove to be powerful click motivators, researchers also cautioned that too many of these might lead to readers developing headline fatigue.
In light of the study’s findings, when creating headlines, content creators need to be mindful that their headlines always have to paint a clear picture of the content in the discussion. Content should always deliver on headline promises; otherwise, a content marketer runs the risk of losing his audience. Finally, a degree of balance needs to be exercised between the types of titles used for different content.
Ultimately, everything the study found basically boils down to the fact that content marketers need to involve themselves more in building great relationships with their audiences. Trust should never be solely the domain of brand reputation marketing in Houston, TX. Instead, respect for readers should be cultivated at every junction, whether it be reader-facing or client-facing.
(Source: 4 Amazing Things You Simply Must Know About Sensational Headlines, Search Engine Watch, July 22, 2014)