Why Writing Headlines For Search Engines Like Google Will Get You More Readers

googleI’ll admit, for quite a long time I neglected a HUGE source of traffic to many of my sites – namely, search engines such as Google, Yahoo! and Bing. And yet Google want to send you and I visitors to our sites and blogs – that’s their business!

So if you have a blog, Google would love to send you traffic… IF they can detect that your post is relevant to its users.

Headlines play an important role in Google deciding whether a page is relevant or not. And when it comes to writing headlines, many bloggers (and copywriters in particular) are great at coming up with witty, attention-grabbing ones that HUMANS  think are clever… but are lousy at attracting search engine traffic.

To my mind, that’s a big mistake. After all, search engines like Google can generate you a ton of traffic – and you don’t have to pay for it.

One of the keys to attracting this traffic is to optimize your headlines and posts for a particular keyphrase or set of keywords. (A keyphrase is just something that people would type into a search engine, such as “how to train your dog”.)

How important are keyphrase optimized headlines to Google? You can find out by running a couple of searches yourself, but let’s have a look at the Top 20 results for the phrase how to train your dog, in Google:

1. How To Train A Dog, dog training tips and techniques for home …
2. How To Train A Puppy | Puppy Training | Potty & House Training …
3. How to Train Your Dog Yourself | eHow.com
4. How to Train Your Dog | eHow.com
5. (Video results for how to train your dog)
6. Puppy and Dog Obedience Training
7. Training Your Dog
8. (News results for how to train your dog)
9. (Book results for how to train your dog)
10. Karen Pryor Clickertraining| dog training and cat training info …
11. How To Train Your Dog To Heel Off The Leash – Dog & Puppy Advice …
12. Teach Your Dog to Sit: Basic Dog Obedience Commands | Suite101.com
13. Amazon.com: Train Your Dog – The Positive Gentle Method: Nicole …
14. [PDF] Crate Training Your Dog
15. HowStuffWorks “How to Train a Dog: Tips and Guidelines”
16. Secrets to Dog Training | Dog Obedience Training to Solve Dog
17. Easy Dog Training, Dog & Puppy Obedience Training, Dog Grooming
18. Dog Training and Obedience Lessons
19. THERAPY DOGS – TRAINING YOUR DOG TO REACH OTHERS – Welcome to …
20. How to Train Your Dog & Puppy Obedience Training by the Experts

You’ll notice that none of the results in the Top 20 could be said to be particularly clever headlines, but ALL OF THEM contain some or all of the keywords in the phrase “how to train your dog”, or related words such as “training”, “teach” and “puppy”.

(Incidentally, in your searches you might find a clever and witty headline in the Top 10, but I’m willing to bet it’s on an already popular blog that is already well ranked on Google, OR the keyphrase is not very popular.)

In other words, the headline of your blog post is important to Google, because it determines how relevant the post might be to Google searchers. (It’s certainly not the only factor, but it IS a factor).

So here’s two steps you can take to increase your chances of generating Google traffic to your next blog post:

(1) If people wanted to find the information you wrote about in your post, ask yourself what keywords they might use in Google.

For example, this article is about writing headlines to generate more search engine traffic, so I think the main keywords would be: writing headlines search engines Google.

Don’t pick too many, otherwise you’ll find step 2 very difficult, which is…

(2) Create a good headline based around those keywords.

Remember, Google and humans have different ideas about what makes a “good” headline. For Google, it’s about RELEVANCE. If someone types in “how to write headlines for Google”, I would love for this post to show up… and it’s more likely to do that IF my headline reflects these keywords somehow.

So how do I get from “writing headlines search engines Google” to something that seems like a pretty decent headline for both humans and Google? For this post, I wrote down a brief statement of what the article is about, using those keywords:

Writing headlines that pull search engine traffic from Google, that humans also enjoy.

Then I thought about incorporating the benefits of doing this, which is “you get more traffic… and hopefuly blog readers”. So let’s see if I can convert that into a headline:

Why Writing Headlines For Search Engines Like Google Will Get You More Readers

Now, I’ll be the first to admit it’s not the cleverest headline in the world… BUT it’s nicely optimized to pick up traffic from Google for anyone searching for the subject of writing headlines for search engines. (Oh, and if you’re paying attention, you’ll notice the CONTENT of this post is doing that as well.)

Headlines are by no means the only thing Google uses, but it’s a factor, because a headline that closely matches the keyword search is likely to be relevant. So before you use that clever and witty headline, ask yourself:

If people are searching for that topic on Google, will my headline help them to find it?

By the way, I’m not telling you to stop using clever and witty headlines. I’m simply saying that, Google is a robot, a machine that attempts to deduce value and relevance automatically. So if you want Google traffic, clever and witty is not machine readable… but keyword optimized headlines are.

How To Eliminate Objections Using Headlines…

I recently stumbled across a headline… by sheer accident, honest!… of the squeeze page for David DeAngelo’s main dating product for men, the ebook Double Your Dating. (A “squeeze page” is basically a web page designed to collect the visitor’s email address before allowing them to go any further.)

A while back I spent some time reverse engineering his entire sales process and analyzing his sales letters to show you precisely what clever and sneaky copywriting devices he was using to compel people to buy.

Well, it seems like he’s changed his squeeze page. It’s now a video, along with a clever headline which I wanted to talk about. The new headline is…

dyd-headlineThis headline does something quite clever, because when the average guy thinks about “learning how to meet and attract beautiful women”, one of the thoughts that might pop into his head might be, “I need to be tall, rich or handsome to do that!”

So the headline immediately tackles that objection head on: “… even if you aren’t tall, rich or handsome”.

This is a great technique to use whenever you’re making a bold or remarkable claim, especially in a headline. First, think about the claim you’re making… then think of the objections people might raise to that claim… and then, reverse those objections immediately.

Let’s come up with another example. You have an information product that teaches people to speak fluent French. A major objection to this might be that a potential customer doesn’t have the time to learn. So you could tackle this objection immediately in the headline by saying something like,

“Learn How To Speak French Fluently… In Just 5 Minutes A Day”

Of course, you’ll want to make sure the product or service you’re offering can do what is promised. Just remember, your potential customers will always be raising objections to what you say, so the quicker you can address them, the greater your chances they will read on.

So can you address at least one major objection in the headline? You don’t have to be tall, rich or handsome to use this technique!