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Killer Headlines: A guide to web headlines
 

Killer Headlines: A guide to web headlines

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Topics covered: ...

Topics covered:
- The evolution of headlines
- Where headlines can end up
- How important is a headline?
- SEO keywords and linking
- What makes a good online headline
- Print headlines vs. Web headline

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    Killer Headlines: A guide to web headlines Killer Headlines: A guide to web headlines Presentation Transcript

    • How to create… A guide to web headlines
    • Why we need to improve our headlines
      • Headlines are the shop window to our content.
      • Headlines improve our, the author as well as the website, brand.
      • Headlines are a big traffic driver.
      • A headline is potentially more important than the article.
      • Topics covered:
      • The evolution of headlines
      • Where headlines can end up
      • How important is a headline?
      • SEO keywords and linking
      • What makes a good online headline
      • Print headlines vs. Web headline
    • The evolution of headlines
    • The evolution of headlines The beginning: Print headlines straight to web Form: Witty, puns.
    • The evolution of headlines The beginning: Print headlines straight to web Form: Witty, puns. 1st change: Search engines Form: Keyword heavy
    • The evolution of headlines The beginning: Print headlines straight to web Form: Witty, puns. 1st change: search engines Form: Keyword heavy 2nd change: RSS feeds Form: eye-catching
    • The evolution of headlines The beginning: Print headlines straight to web Form: Witty, puns. Finally: The ultimate headline Form: Eye-catching, clever and includes keywords 2 nd change: RSS feeds Form: eye-catching 1 st change: search engines Form: Keyword heavy
    • Web headline’s audience
      • Who are you writing for?
      • ?????
      • ?????
      • ?????
    • Web headline’s audience People!
    • Web headline’s audience Social Media
    • Web headline’s audience Search Engines
    • Web headline’s audience
      • THREE audiences:
      • People
      • Social Media
      • Search Engines
    • Search engine optimisation (SEO)
    • Search engine optimisation (SEO)
      • SEO in order of importance:
        • URL - web address, taken from headline
        • Headline - title of article
        • First paragraph/meta description – Keyword heavy
        • Inbound links – Links from external/internal sites - This is why social bookmarking and blogging are important. Blog about your articles!
        • Keywords in text – Top heavy (first paragraphs)
        • Meta keywords – The hidden keywords
        • All articles should aim to have all these elements.
    • Search engine optimisation (SEO)
      • G o o g l e News values:
        • Freshness of content – hot new articles
        • Diversity of content – different angles
        • Rich textual content – keywords
      • G o o g l e news is an aggregator of news sites content
      • G o o g l e will not show more than 65 characters.
      • Headlines get indexed quickly. If there’s a mistake or you have a better headline change it quickly.
        • The G o o g l e Rules
    •  
    • Where can a headline end up?
    • Where can a headline end up? Sounds obvious but your website is the first place. A mistake here and you damage your personal (author) brand!
    • At the top of an RSS feed Where can a headline end up?
    • Social Bookmarking sites Where can a headline end up?
    •  
    • Print vs. Web headlines
      • Web headlines:
      • Are often isolated with little or no context
      • Appear in many places on a site
      • Pop up on external sites
      • Don’t always appear with other content
      • Can’t depend on text size for impact
      • Must get the point across
      • Your headline won’t necessarily be the headline people use
      • You can change web headlines!
    • What does this headline tell you?
    • Be clear and concise, think about the keywords and what how the headline reflects the article.
    • Which headline works best?
      • Google abandons Yahoo web ad deal
      • Google! aborts! Yahoo! deal!
      • Google pulls plug on Yahoo! ad deal
    • Which headline works best?
      • Google abandons Yahoo web ad deal
      • Google! aborts! Yahoo! deal!
      • Google pulls plug on Yahoo! ad deal
      • Top headline is boring.
      • Second headline is exciting but annoying.
      • Third headline is engaging and clear
    • Good headlines
      • Air France Airbus crash: its last few minutes?
      • Video: Nokia to ship N97 'iPhone killer' this month
      • Cheating husband caught on Google Street View
      • Apollo 11: The computers that put man on the moon
      • Download iPhone OS 3.0 from iTunes
      • Cybercriminals sell Facebook profiles for 89p
      • Seven IT tips for surviving the recession
      • Photos: Google Street View car in police drama
    • Headline top tips:
      • Your headline is your angle: Does the headline reflect the article?
      • Plan your headline: Think about which words hold the most importance and make sure the top two are in the headline
      • Be clever and witty: Will your headline stand out against the crowd?
      • Who are you writing for: Get into the mind of your audience, what do they want?
      • Keywords are king: What will people search for?
      • Be clear and concise: A misleading headline can and will lose you traffic.
    • Always remember the four Cs
      • Clear
      • Concise
      • Compelling
      • Ceywords (Keywords)