Headlines are important for SEO and understanding the content. There are three key aspects of a great headline: parsability, promise, and proper nouns. A good headline is easy to understand without context, conveys what the reader will learn, and includes important words. When writing headlines, identify relevant information, what's interesting, rewrite, use strong verbs, and get feedback. Google prioritizes fresh, text-heavy content with relevant keywords and links to credible sources. It dislikes little text, poor headlines, abbreviations, and new domains.