Crafting Titles that Drive Search Engine Traffic
As you probably know, search engine traffic is quite crucial to the long-term success of your website. The traffic you get from SEO practices is mostly passive, which means that it remains consistent even after all SEO input ceases.
The same cannot be said for other traffic drivers like social media campaigns and PPC schemes. With these mediums, your traffic is immediately affected once you stop executing them. This is why SEO is the most important internet traffic driver today.
All your organic SEO marketing efforts will, however, be in vain if your website fails to convert all the search engine boosts you get. No matter the number of impressions your site gets on the first pages of SERPs, it will all count for nothing if internet users aren’t clicking on your site’s URLs.
One way to ensure that you convert your search engine impressions into actual clicks is to write awesome titles. Since your page title is the first part of your content that visitors see on SERPs, it must convince them to click on your website’s URL.
Here are a few tips that will help you come up with impressive titles for blog posts and articles:
Your title must contain the main keyword
This is a no-brainer. Keywords are essential to every SEO technique, whether it is on-page or off-page. First and foremost, it actually determines how your content ranks on SERPs. In fact, one of the things the Google bots inspect before ranking your site for a keyword is the presence of the keyword in your title.
This is why most of the results on the first few pages of the search engine contain titles with the searched keyword. It is perhaps the biggest indicator for search relevance. So make sure that you incorporate the keyword into the title.
If the keyword is longtail, making it the whole title of your article, post or page should suffice. It boosts the potency of the keyword, making it easy for your content or page to be highly ranked on SERPs.
You must learn how to write click-worthy titles
You’ve probably encountered click-worthy headlines and titles, and have gone on to click them despite not initially interested in the content. As the name suggests, clickworthy titles are basically titles that are crafted for the principal purpose of getting clicks, and not necessarily for describing what the content is all about.
The modus operandi of a click-worthy title is to be so shocking and nearly unbelievable that it gets the attention of a web visitor. Since your content is likely going to be slugging it out with 9 others on a search engine result page, the best way to ensure that it gets as much click as possible is to make the title actually click-worthy.
Despite the criticism of its use, click-worthy titles continue to dominate every aspect of web content, especially online news media. Some of the clickbait tricks that are used by these websites and blogs are explained in details below.
Sensationalism has become a strategic content writing tool that helps boosts readership. It is crucial for gaining the attention of casual web visitors who aren’t sure of what they want to read.
When crafting the title for your article or blog post, you must think of a variation on the subject that will be most alarming. What you’re trying to do is accurately exaggerate the content of the article or post.
This is common with headlines of online news platforms. For example, a headline like “Florida Man Kills 3 Pedestrians” is certainly going to grab the attention of web visitors because it leads them to wrongly believe that murder is involved; and often times, that is not the case.
Though most people frown at the use of this strategy, you must agree that it works like a charm. Online news sites are perfectly able to thread the line between exaggerative but accurate headlines and deceptive lies without flouting journalism rules
You can also make use of this well-researched strategy when trying to come up with a title of your content. If you’re writing an article about the techniques of SEO, a decent title you can use is “10 SEO techniques for websites and blogs”. If you want to grab the attention of web visitors searching that query, though, a catchier title to use is “10 Incredible SEO Techniques that Boost Website Traffic”.
Now, while this title sounds sensational, it remains accurate and actually has a far better potency to generate clicks. In your quest to write a sensational title, you should endeavour to steer away from any information that is false. You desire for more clicks shouldn’t push you to unscrupulous practices so remember: sensationalism means apt exaggeration not lies.
These sorts of clickbait titles offer promises that are just too enticing to resist. When web visitors set their eyes on them, they are tempted by what they stand to gain if they click on the URLs. For example, “5 Amazing Money Making Tips” is probably a good title that is capable of converting a decent number of web searches. But an enticing alternative like “5 Easy Ways to Earn Money Online without Investment” will send far more traffic to the page because the content’s value is more alluring than that of the first title.
Remember, you’re writing for humans with basic emotions. The only way you’ll get more clicks than competing sites is if your title suggests that your content offers more.
Again, do not make promises in the title that won’t be delivered in the content. This will only increase the page’s bounce rate, which ultimately leads to its drop in the SERPs.
Titles that Have Urgency
Nothing forces web visitors to click on a search result link faster than urgency in the title. When you introduce a sense of urgency in your content title, you basically force the hand of web visitors into clicking on your link.
For example, the title, “6 SEO Tricks That Are Working Now”, suggests that the SEO tricks in the content are relevant this moment but may not be in the future. A web visitor searching for “SEO Tricks” will definitely be more interested in this topic compared to others in the result page.
SEO is definitely crucial to increasing your website’s visibility in SERPs, but it is the content’s title that determines the conversion rate and the amount of traffic you finally receive. So do your due diligence and craft the best title for the content you write.
Anthony McKenzie is a renowned freelance writer and an SEO expert who has carved an impressive career on reputable platforms including Upwork and People per Hour. He is also the owner of the thriving blog, https://writingmaniac.com.