Titles that earn the click
Sent on
A title is a promise. This fortnight we rewrote titles for a client's ten best posts, and the ones that named the reader's problem did best.
The lesson
Name the problem the reader has, then the result they get. Leave the clever wordplay for the post itself. Our guide to headlines that earn the click has twelve examples.
Three links
- Meta descriptions that sell the click, the other half of the search result.
- Search intent, explained, to know which problem to name.
- Google's guidance on title links, on how titles show in results.
A reader asks
"Is a question a good title?" When the reader would type that question, yes. Otherwise, state the answer.