Headlines that can help SEO, Social Media, and Website Visitors
Have your headlines been doing some heavy lifting? If you've been using one headline to serve multiple audiences, you're missing out on some key optimization opportunities, ach custom-tailored to its audience and optimized to meet different goals.
One of the big problems that headlines have is that they need to serve multiple audiences. So it's not just ranking and search engines. Even if it was, the issue is that we need to do well on social media. We need to serve our website visitors well in order to rank in the search engines. So this gets very challenging.
We want a lot of those traffic to the search results to choose our result, not somebody else's. We want low pogo-sticking. We don't want anyone clicking the back button and choosing someone else's result because we didn't fulfill their needs. We need to earn links, and we've got to have engagement.
2. Social media
We're trying to earn amplification, which can often mean the headline tells as much of the story as possible. Even if you don't read the piece, you amplify it, you retweet it, and you re-share it. We're looking for clicks, comments and engagement on the post. We're not necessarily too worried about that back button and the selection of another item. In fact, time on site might not even be a concern at all.
3. Website Traffic
We don't want to confuse anyone. We want to deliver on our promise so that we don't create a bad brand reputation and detract from people wanting to click on me in the future. For those of you have visited a site like Forbes or maybe even a BuzzFeed and you have an association of, "Oh, man, this is going to be that clickbait stuff. We don't want to click on their stuff. We're going to choose somebody else in the results instead of this brand that we remember having a bad experience with."
4. Advisable conflicts
There are some notable direct conflicts in here.
- When you try and keyword stuff especially or be keyword-heavy, your social performance tends to go terribly.
- Creating mystery on social, so essentially not saying what the piece is truly about, but just creating an inkling of what it might be about harms the clarity that you need for search in order to rank well and in order to drive those clicks from a search engine. It also hurts your ability generally to do keyword targeting.
- The need for engagement and brand reputation that you've got for your website visitors is really going to hurt you if you're trying to develop those clickbait-style pieces that do so well on social.
- In search, ranking for low-relevance keywords is going to drive very unhappy visitors, people who don't care that just because you happen to rank for this doesn't necessarily mean that you should, because you didn't serve the visitor intent with the actual content.
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