Now that we have clarified that writing for SEO actually means writing for your potential customer, and thus creating content that they can easily find in the form of Google search results, we have to worry about making sure that this content gets read.
Imagine that your potential customer has done an online search on the product or service you offer, or even googled your name or brand name: now that they have clicked on the link to your website, your goal is to keep them there as long as possible.
We used to say that the profit of a blog is connected to the transmission of your know-how and the retention that, over time, could convert readers into customers: to achieve this, you have to propose something that the new visitor likes so much that they 'want more'. The first tool with which to pique this interest is precisely the headline, or title, of your posts.
So, when does a headline work? When it grabs the reader's attention and compels him to read the first few lines of the headline of a post. And when does an attack work? When the first few lines of the post entice readers to read the following ones, and so on. But it all starts with the headline, which is why it is so crucial.
Writing a good title is not difficult. First, you have to focus on the result you want to achieve, without forgetting that you will still have to interpret it according to the needs and expectations of your target audience, and try to satisfy them.
Here are eight pro tricks to boost the effectiveness of your headlines right away.
Start your headlines with 'how' and 'why'. These words have enormous appeal because they introduce an explanation, as if it were a secret that will only be revealed within the article, just as I did with this post.
Be clear. Write one of the typical 'news' headlines, reporting a news story clearly, immediately, without puns or double meanings. "The five trends of autumn according to Zara" e "Inspiration: how ideas are born"are two news-style headlines.
It arouses curiosity. Or, vice versa, you can write a strange title (but always truthful about the content of the article) that reveals some detail using unusual numbers, statistics and figures. Always remember, however, to keep your promises in the body of the text and never leave the reader unsatisfied. An example of a title to intrigue the reader could certainly be "When does fashion enter the shopping cart?"
How to: explains how to do it. We all, underneath it all, want to know how to do it. This kind of headline appeals to the typically human curiosity and desire to learn. "How to make an effective moodboard' is certainly such a headline, but also 'Quick guide not to get lost among the various Resorts, Cruises and Pre-Collections"is.
Ask the right question. This is the easiest way to stimulate curiosity, because the brain is naturally structured to find an answer. The right question, of course, is one that your reader would like to find an answer to, for example: "Do you want people to read what you write? Write for SEO"or "Can a trend really be predicted?". Another valid format can be the formula "Tired of...?" because it provides the possibility of eliminating an inconvenience.
Place an order! The user, especially the one who surfs the Internet, is lazy: you explain to him what he has to do. "The 11 things you absolutely must know if you want to create a fashion start-up"is such a title.
Reason why. It explains the reasons why one should do something or act in a certain way. In contrast to the headline How to, the headline Reason why explains why: e.g. "Why should you really have a blog?"
Accusation. Identify a common problem and use it to make an attack. It works because we are all afraid of doing wrong, but we misjudge those who do. An example of this could be "Balenciaga's fatal attraction for the viral went a little too far". Remember, however, never to offend the reader's self-respect and not to overdo it with too many provocative titles.
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