Search Engine Optimization
What is it?
Search engine optimization supplies techniques for writing online headlines to make news content show up prominently in search engines, such as Google, Yahoo or Bing. Readers search for news using keywords to filter online material so they can locate what they are looking for. Thoughtful SEO headlines will select language likely to match the keywords that readers are likely to type. That helps drive readership to your content.
Why use SEO?
SEO techniques help readers find your content. According to a study done by the American Press Institute in March 2014, “Roughly half of Americans said they got news in the last week from search engines and online news aggregators (51 percent for each)”
Headline 2: Indiana jury awards woman $510,000 for injury; woman stepped in hole outside Wal-Mart store
Good SEO keywords in this headline include:
Indiana (the where)
jury (the who)
Wal-Mart (more where)
These specific keywords will help the reader find the story when they type the same keywords into search fields.
Headline 3: Columbus marathon organizers are hitting the road to recruit top runners for 2015 event
Good SEO keywords in this headline include:
Columbus (the where)
marathon organizers (the who)
runners (more who)
2015 event (the when)
These keywords will help Indiana readers find the story when they search on the Web.
Let’s look at good examples of SEO headlines from the Times-Post in Pendleton, Indiana.
Headline 1: Indianapolis City Council joins mayor asking for lawmakers to undo religious objections law
Good SEO keywords in this headline include:
Indianapolis City Council (the who and where)
mayor (more who)
lawmakers (more who)
religious objections law (the what)
Readers would likely type “Indianapolis City Council” or “religious objections law,” so this headline matches keywords they would use in search fields.
How to apply SEO to headlines
Here are a few tips and tricks for incorporating SEO headline writing into your daily routines without taking up much more time and resources.
1. Write SEO headlines first — before writing print headlines
It might seem counterintuitive to write SEO headlines before print headlines because news editors often race against the clock to meet the print deadline first. However, if SEO headlines are written before print headlines, it increases a sense of urgency to write them quickly. SEO headlines can also be inspiration when writing print headlines, just tweaking them to fit the space. If writing SEO headlines becomes part of the routine deadline process, they may not seem so burdensome.
2. Use the most effective keywords
Concentrate on “searchable” terms, the ones readers are most likely to type into a search field. SEO headlines often require a great deal of specificity. There is no “limit” to the length of SEO headlines on the Web. Still, you'll want to keep headlines concise and readable for online readers, so try to keep them to 10 to 12 words at a maximum.
These headlines are great for print, but would need to be tweaked for online publication to match likely keywords used in searches.
Headline 1: VFD doesn’t get grant this time
Readers don’t usually type unfamiliar abbreviations into search fields, such as “VFD” for the Van Buren Volunteer Fire Department, so the print headline won't work online. To make the headline work for Web, add the full name of the fire department or just “fire department” plus the location and any key players.
Headline 2: Board denies music park zoning plan
This type of headline may be perfectly acceptable for print because of its space limitations and the local audience reading the print newspaper. However, for online, keywords in headlines need to match up with the words readers are most likely to type into search fields.