I'm glad you keep reading! Because the headline is the sentence of the decision: If you don't convince here, you (the reader) have practically lost. And we often see this during a content audit. To prevent this from happening, read our copywriting tips for a seductive headline in this part of the "Best of Content Audit" series.
What does the film 10 things I hate about you have to do with our topic? A lot. Because currently, variants of the film title from the 90s (yes, that's how old the film is!) are flooding the news portals and blogs. This has to do with the underlying text form of the "Listicles": It conveys to readers that they can consume interesting content quickly and in foreseeable quantities. The success shows: man and search engine alike crave such formats.
Online texts want to be read quickly and easily. That begins with the headline. The reader must already recognize himself in the headline and his interest must be stimulated. The headline should summarize the article without giving too much away.
"The purpose of the headline is to get people to read the subheadline. And the purpose of the subheadline is to get them to read the first sentence of the first paragraph... and so on until the ad is complete.
Joseph Sugarman (born 1938), one of the most famous copywriters and ad writers of the 20th century
The headline is so important that you should think about it right at the beginning. Be clear about what the main message of your article is and what added value the reader should get from it. To do this, you need to be an expert in the subject area and know your customers or readers well.
"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."
David Ogilvy (1911-1999), is considered the father of modern advertising
The rule "the shorter, the better" also applies to headlines. According to the analytics specialists at Kissmetrics, the perfect headline is six words long. Interesting: The first word and the last three words are read most often.
"The headline contains an important consumer benefit, or news, or arouses curiosity, or promises a reward for reading the copy."
Robert W. Bly (born 1957), famous lyricist and copywriter
Text for Google or for the reader? Like 7 years ago, it can be answered with a clear yes and no! But joking aside: You absolutely need good keywords to get your article listed in Google search results. But what you make out of the keyword framework is still your business. In the end, it's the reader who decides. If the reader doesn't feel addressed by your headline, the best keywords won't help.