Arouse curiosity – capture the reader's interest
As a copywriter, I know the importance of a good headline, one that arouses curiosity and captures the reader's interest. Something that makes the reader feel, think – and act.
However, when it comes to content marketing, this rule isn't always applicable. That's because Google will take you at your word – literally – just like a toddler would.
Your headings should be clear and factual
Let's say you are about to write a blog article about what will happen in the transportation industry in 2030. A headline such as "All roads lead to Rome" might arouse curiosity and interest in the reader. Google, on the other hand, thinks the blog article is about Rome… or possibly Geoffrey Chaucer. Nothing that has anything to do with the content of your article.
If, on the other hand, you use a headline like "Five key trends in road transportation 2030", Google will understand that the article is about precisely this topic, and possibly reward your article with a well-deserved place among the top search results.
Why Google search results matter
But why is it so important to appear high up among Google’s search results? Well, your readers have to be able to find your excellent content, preferably as easy as possible. If your article lands among Google's top search results – preferably at the very top – there is a greater chance that it will reach its audience; and do so among hundreds of thousands of competing texts.
That's how content marketing works: your target audience finds you, not the other way around. Of course, you need to fill your articles with good and relevant content that benefits your target group, and make sure that the text is properly search engine optimized.
Do you have to write boring headlines to succeed with your content marketing?
Not at all! However, you should try to find a good balance between being creative and being clear when you’re writing your headlines. Be clear about what you want to convey, like you would with a child, so that Google will understand.
Examples of good, Google-compatible article headlines
So, what could that article headline sound like instead? What would make it attractive to readers and make it clear to Google understand what the article is about? Maybe something like this:
♥ Road transportation – 5 trends you don't want to miss in 2030
♥ Everything you need to know about road transportation in 2030
♥ Road transportation 2030 – all roads lead to the future
Do you also want to have top results on Google?
At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
That’s us
Now we're curious about you.
What do your business needs look like, and what can we do to help? We look forward to hearing from you!