September 7th, 2010 by Mike
When it comes to search engine optimisation you have to accept that your typical web users are going to be impatient and far from the conventional type of reader. They have limited attention spans and scan pages rather than read them word for word. Taking this into account how can you appeal to these word skimmers to begin with?
Work On Your Headings
One of the first things you need to get the hang of is getting the headings right. There are many things to consider but you’re off to a winning start if you write an effective heading. It can draw in a reader and attract those all important customers.
Here are some key considerations that need to be made when working with headings and how you can use them to boost your SEO.
The First Few Words are Everything
When writing your heading regardless of whether your content is an information article, a ‘How to’ guide or a news blog consider it carefully. It needs to describe succinctly the content of the article. It has also been found following a study looking at eye tracking that the first few words must be able to grab the readers attention – particularly when the heading is a long one.
Keep Your Promises
The function of headings is not that dissimilar to that of links on the web. They are primarily there to entice web users to read on and to achieve this the heading must deliver what it promises in the rest of the content. In the case of links they are there to tempt users to click onwards to access further content again ensuring that what it promises they will find is there.
In effect these are signposts that should not mislead or cheat users in any way. If you do any level of trust you have earned will be destroyed between your readers and your website. If you deliver consistently what you promise you will soon build up a following of loyal readers who will come to see your site as an industry authority. Avoid over promising on headings and you will start to see readers returning.
Heading Formats
As a rule of thumb don’t have headings any longer than eight words long. Take time to look at the headings on Google News for example and you’ll see most are eight words or under.
Avoid Marketing Clichés
You need to afford your readers a healthy level of respect. Readers are marketing speak savvy and won’t thank you for content drenched in advertising clichés. This does not mean you can’t build in some actions, just avoid cheesy headings. You may find them catchy and clever but they could turn a reader off double quick.
Be Direct
Sometimes we can get wrapped up in trying to clever rather than getting to the point. Keep things clear and simple. Avoid any headings that are obscure or vague as this will only put readers off continuing to read. The heading should describe the article in a succinct and concise way.
At SearchEngineOptimisation.co.uk we can help with all your search engine optimisation campaigning and are experts at website content.
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