Why Do Headline Matters?
Compelling headlines are critical to a successful content marketing strategy.
It’s the first (and possibly only) chance to attract attention to a piece of content.
Headlines set expectations for the reader – and if the content inside doesn’t hold up, readers could lose in the source.
Where Did The Date Come From?
Outbrain analyzed HubSpot’s expansive data to uncover key trends about headline performance.
We drew a sample of more than 3.3 million paid link headlines from the pool of English language
paid links that ran across Outbrain’s network of 100,000 + publisher sites from Oct 2013 to Sep
Goals Marketers Have for Content
Each goal has its own metric for success, and each does something different for your organization.
#The Good: What Drives People to Click on Headlines?
- (38% CTR Increase) Including bracketed clarification, for example, Infographic, Interview, SlideShare, Video
- (37% CTR Increase) Including “Photo’ in the headline
- (22% Including “Who” in the headline)
#The Bad: What Drives People to Not Click on Headlines?
- (59% CTR Decrease) Including “Tip” & “Magic” in the headline
- (58% CTR Decrease) Including “Credit” in the headline
- (49% CTR Decrease) Including “simple” & “Cure” in the headline
- (44% CTR Decrease) Including “need” in the headline
- (41% CTR Decrease) Including “Free” in the headline
- (26% CTR Decrease) Including “secret” in the headline
- (23% CTR Decrease) Including “Trick” in the headline
#The Good: What Causes People to Take Actions?
#The Bad: What Reduce Conversion Rates?
How Long Should a Headline Be?
- Best for Social: 117 characters or fewer so it’s tweetable
- Best for Search: Under 65 characters so it displays fully in the search result. Put keywords neat the front to make it more attractive in search results.
- For Highest CTR: 81-100 characters 43%, 61-80 characters 38%, 41-60 characters 30%, 21-40 characters 25%.
- For Best Post-Click Engagement: 21-40 characters
Google’s Title Tag Rewrites, Links you Can Ignore, and Four SEO Questions Answered
How to improve your Click-Through Rate (CTR) using Google Search Console
- Making sure an essential keywords and phrases for the web page appeared in the meta description.
- Making sure the main keywords were first in title tags.
- Edit meta descriptions so they were more readable and purposeful.
- Made sure the meta descriptions were as compelling and as relevant as possible.
- Made sure meta descriptions were no more than 135 – 160 characters long
- Made sure title tags were 50-60 characters long, including spaces.
- Made sure headlines (<h1> tag) were not the same as the title tag.
- Removed identical meta descriptions and title tags.
- Used rich snippets, in the form of Schema markup, to add elements such as visible star ratings to my results.
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