Optimizing your website for search engines offers a wide array of advantages. These include increased visibility in Google’s search results without the need for paid advertising, a wider brand reach that extends beyond conventional marketing methods, and a consistent influx of qualified traffic driven by keywords your ideal customers are using in their searches. Consequently, this surge in relevant traffic often translates to higher conversion rates and increased revenue.

When it comes to the strategies involved, the fundamental principles of SEO remain largely unchanged, despite the dynamic nature of constantly evolving search algorithms.

One such element that has remained relatively constant is the SEO headline, also known as the meta title. As one of the two crucial components of your page’s meta tags, the SEO headline plays a pivotal role in your content’s capacity to attract organic traffic. In this article, we’ll delve into the specifics of what constitutes an SEO headline, elucidate its significance, and guide you through crafting SEO headlines that yield tangible results for your business.

Contents

• What is an SEO headline?
• What’s the difference between a meta title and an H1?
• The importance of your meta title or SEO headline
• 7 keys to writing SEO headlines that rank and drive traffic

What is an SEO headline?

Before we explore the art of writing compelling SEO headlines, it’s crucial to establish a clear understanding of what we’re referring to. When discussing “SEO headlines,” there are two components of online content that might come to mind.

The first is your page header, or H1. Typically, the page header is visually positioned at the top of your webpage. For instance, in this article about meta descriptions, the H1 is “The importance of Meta Descriptions for SEO.”

H1 refers to the actual HTML markup visible on the page. In most cases, when you create a page or blog post, your CMS (Content Management System) will automatically set your meta title to match your H1. While this might be suitable in certain situations, it’s not always ideal. To grasp why, let’s differentiate between an H1 and a meta title. Want to attract more visitors to your website? Free guide » 25 Ways to Increase Traffic to Your Website

What’s the difference between a meta title and an H1?

Unlike your H1, which is directly visible on the page itself, your meta title is the element that appears in search engine results pages (SERPs). This is how the meta title element appears in your HTML markup:

And here’s how it looks in the search results:

Here’s how it appears within a typical CMS (in this case, Shopify):

At the top, we input our H1, which Shopify then automatically duplicated to generate the meta title. However, you’ll notice that Shopify allows content creators to modify the meta title, making it distinct from the H1.

Both the H1 and meta title are considered ranking factors, as they help Google comprehend the subject matter of your content, its relevance to a specific search query, and where to position it within the search results. However, due to their distinct purposes, there are some crucial distinctions to bear in mind when crafting each.

Why your meta title and H1 might be different

Here are some key differences to remember when considering how your meta title might deviate from your H1:

1. Length. Google truncates all meta titles in search results after 60 characters. Consequently, your title must be concise, clear, and remain within this limit to avoid losing essential parts. Your H1, on the other hand, has no technical length restrictions. Once a reader lands on your webpage, a slightly more detailed headline can provide valuable context that you might have had to omit from your meta title.
2. Tone. Your meta title needs to stand out effectively from other results on the SERP to entice users to click. This means it might incorporate elements of tone—such as urgency, positive or negative sentiment, or even a touch of alarmism—that aren’t as crucial once someone reaches your page.
3. Structure. You might need to eliminate or rearrange certain words or phrases that are relevant to your content but don’t contribute significantly to attracting clicks from the search results.

The importance of your meta title or SEO headline

Now that we understand the key distinctions between page headers and meta titles, let’s emphasize the significance of your meta title, or SEO headline, before we outline seven strategies for writing effective ones.

Essentially, your meta title acts as a gateway to your content. It’s the first and most prominent element a reader encounters when determining whether to visit your site. Therefore, each word must be carefully chosen with the user in mind.

We’ve already mentioned that compelling and relevant headlines can improve your search engine rankings. This isn’t just anecdotal—it’s supported by data. According to one Backlinko study, the top-ranking result on a Google SERP boasts an average click-through rate (CTR) of around 27.6%. In contrast, the link in the second position has a CTR of 15.8%.

This implies that a slightly more pertinent or attention-grabbing title can result in 10-12 additional visits for every 100 users who see your listing. If, for instance, 4% of your organic sessions convert into sales, the significance of that boost in search rankings becomes evident.

Let’s analyze the search result above for the keyword “how to write a great headline.” Each of the three headlines is effective, albeit for distinct reasons.

1. The first aligns most closely with the user’s query.
2. The second includes the highest number (73), suggesting it offers the most comprehensive information.
3. The third incorporates a brand name that signifies authority and trustworthiness.

This creates a sort of snowball effect. These listings achieve higher CTRs than their counterparts because they rank higher. However, they also rank higher because their impressive CTRs, driven by their enticing titles, indicate to Google that they deliver the most valuable content for the user. Free guide » 10 Actionable & Free Methods to Reach Google’s First Page

7 keys to writing SEO headlines that rank and drive traffic

Having explored the importance of well-crafted SEO headlines and the advantages they offer, let’s examine seven key strategies for achieving this.

1. Incorporate a Target Keyword

Both your meta title and H1 must incorporate a target keyword. This keyword should stem from thorough keyword research, be highly relevant to the search query, and ideally have substantial search volume with low competition. [

] Utilize tools like nexus-security’s Free Keyword Tool to discover relevant keywords. This is where character count and structure are crucial. If your target keyword appears after the first 60 characters in your H1, prioritize moving it to the beginning of your meta title. As a rule of thumb, your target keyword should ideally be placed at or near the start of your meta title.

With a limited character count, ensuring your keyword isn’t truncated is paramount. Otherwise, both users and search engines will struggle to grasp the essence of your content.

2. Adhere to Character Count Best Practices

We’ve touched upon the ideal character count, so let’s reiterate its importance. To verify whether your title risks truncation in search results, utilize Moz has a great preview tool to preview how it appears to the average user.

This is vital to prevent your target keyword from being cut off, but it’s even more crucial if you include secondary keywords, calls-to-action, your brand name, or essential contextual information for your audience. Never exceed the 60-character limit.

3. Include a Call-to-Action

Whether you’re promoting a product page, your homepage, or a blog post, incorporating a call-to-action is an effective way to boost clicks from search results.

While calls-to-action are more commonly found at the end of meta descriptions, you can amplify their impact by including them in your headline. Titles like “Explore These X” or “Discover Why Y” can be incredibly enticing for users, particularly when most other listings lack calls-to-action in their titles.

Download your free guide » The 36 Most Effective Call to Action Phrases Ever (& Why They Work)

4. Leverage Your Brand Whenever Possible

Regardless of whether your domain is a year or a decade old, your brand carries weight. Your homepage, product pages, and core pages should all feature your brand name after the relevant keyword, separated by a dash.

This signals to users familiar with your brand that you endorse the content and that it originates from a trusted source.

When crafting meta titles for blog posts, case studies, or other long-form content, you might lack the space to include your brand name. However, there will be instances where your SEO headline falls short of the 60-character limit. In such cases, don’t hesitate to add your brand name for an extra layer of credibility.

5. Be Bold and Stand Out

Remember that users may skim through numerous organic listings before clicking on their preferred choice. While ranking at the top is undoubtedly advantageous, even if you’re at the bottom of page one or the top of page two, a bold headline can significantly increase your CTR.

Employ powerful descriptors like “ultimate,” “essential,” and “dominate” to demonstrate to users that your listing offers valuable content that can empower them.

When writing blog posts, consider being provocative with titles like “Why Everything You Know About X Is Wrong,” or convey a sense of urgency with titles like “Y Statistics You Must Know Today” to stand out on a crowded SERP.

6. Utilize Numbers and Lists for Clarity

Numbers and lists clearly communicate to users what they can expect when they click on your listing. If you’re outlining the five best coffee makers on the market, ensure your title includes “top 5 coffee makers.” If your blog post offers three free templates, explicitly mention “3 free templates” in the title.

If possible, opt for higher numbers. Readers appreciate having multiple options, even if the content within each option is concise due to length constraints.

7. Test Regularly!

Testing is crucial in copywriting, and SEO headlines are no exception. There’s nothing more satisfying than adding impactful descriptors, a strong sentiment, or a higher number to your meta title, only to discover a week later that your CTR has skyrocketed by 20% or your ranking has jumped by three positions.

This also signals to Google that you’re consistently updating your content. Therefore, make it a habit to experiment with your headlines to identify what resonates with your audience and what doesn’t.

Craft Better SEO Headlines, Drive More Traffic

There you have it! We’ve distinguished between H1s and meta titles, highlighted the critical role of meta titles, and provided proven strategies for crafting effective SEO headlines for your organic search listings.

By implementing these tips, you’ll witness a significant improvement in your click-through rates. Happy headline writing!

How to write a compelling SEO headline:

1. Include a relevant keyword
2. Respect character count limits
3. Add a clear call-to-action
4. Incorporate your brand name strategically
5. Make it stand out boldly
6. Use numbers and lists for clarity
7. Test and refine regularly!