Attracting web readers with smart titles and headlines

Communications folks moving from brochures and press releases to blog posts and tweets need to consider key differences between writing static printed content and dynamic web content. SEO, RSS, metatags and other web doodads might take a while to internalize, but one thing social media newbies (or n00bs, in the parlance of our times) can optimize right off the bat are titles. Poynter Online's E-Media Tidbits blog pointed out a good list of things BBC web editors do well with their headlines - these are also good for communicators to consider when titling a blog post or other piece of information:

• Keep it short so that it can be read quickly and fit into aggregators and social media tools.
  
• Clearly summarize your item and make it understandable out of context - most folks will come across your item in an aggregator, social media site, search, feed, widget, or some other way - don't get so artsy or clever that a person seeing the title alone won't know what the heck it is.
  
• Front-load the title with the most important keywords, since most people when reading lists of titles just scan the first couple words. This also helps Google and other search engines find you.
  
• It should be predictable. Make sure those who click on your title get what they were told they would and are not disappointed when they come to your content.

For example, I wanted to title this post "Crafting a crafty title can make your content fly into the world wide web like a majestic eagle, or magical fairy," but I didn't. With this shorter and more explicit title, you can share this post on Facebook, Twitter, Digg, etc. (just click on "SHARE THIS" below) and your friends, pseudo-acquaintances and other readers will know what it is about and if they want to click.

Remember: if you do things right on the web, your content is not only sitting on your website or blog waiting for people to find it - it's showing up in searches and Facebook feeds and aggregators and sharing sites. A thoughtful web-optimized title makes a big difference in who and how many engage with your message in the pixelated world.