Advanced Headline Writing
Writing for Online
What is SEO?
Search engine optimization, as it pertains to journalism, means modifying headlines online to try to increase web traffic coming from organic searches �to your site and/or a specific article.
On average, Google searches are no more than 2-4 words long and consist of names and keywords.
2-4 words
Writing for Better SEO
Does your headline have...
☑ PRO TIP
Don’t overdo it. Headlines should always be clear and concise.
Modifying Print Headlines for Online
Online: Charleston Police warns against credit card fraud
(Proper name)
(Keyword)
Online: Announcer Matt Piescinski records Eastern Illinois sports history
(Full personal name)
(Keyword)
(Proper name)
Headlines courtesy of The Daily Eastern News, Eastern Illinois University
Modifying Print Headlines for Online
Online: St. Charles Borromeo Church to kick off summer with Start-Up Festival
(Proper name)
(Proper name)
Online: Mick Viken comes up short in pole vault at NCAA Championships
(Full personal name)
(Proper name)
(Keyword)
Headlines courtesy of The Daily Eastern News, Eastern Illinois University
Modifying Print Headlines for Online
Full personal names could include the name of an opinion columnist, for example, when that writer’s name is recognizable.
Example: Bill Plaschke, Los Angeles Times sports columnist:
Distinguishing Types of Content Online �and Content by Specific Writers
As in the Plaschke example, you may modify print headlines online by adding a name or keyword, with a colon, before the headline (i.e. “Plaschke:”).
“Plaschke:” “Staff Editorial:”�“Photos:” “Column:”�“Video:” “Review:”
How it looks in print:
How you might modify it online:
�Staff Editorial: Charleston City Council was right to approve funds for building improvements
(Identifier)
(Proper name)
Headlines courtesy of The Daily Eastern News, Eastern Illinois University
Clickbait
What is Clickbait?
Clickbait headlines are ones used to attract attention and encourage more clicks on an article, but they should be used sparingly.
It should still be clear what the subject of the content is.
(Clickbait: Unique, attention-grabbing line)
(Proper name keeps subject clear)
Headline from Vox.com
Blending SEO and Clickbait principles.
Popularly-searched proper names: �Ralphie, ‘A Christmas Story,’ and ‘Elf’
A vague but intriguing phrase: �“That moment you realize...”
Spotting Clickbait Tactics
Over-emphasizing the drama
Posing a challenge
Everyone’s talking about it
Suggesting you’ll have a reaction
Spotting Clickbait Tactics
Odd numbers
+ Implication of surprising truth
+ Suggesting you’ll have a reaction
+ Umbrella vagueness
Multi-Line Headlines in Print
☑ PRO TIP
You can’t control headline breaks online, so don’t try to.
Differences in user’s screen sizes and other aspects of websites leave headline breaks out of your control.
Multi-Line Headlines in Print
Multi-line print headlines are a product of space limitations. When you have one, pay attention to line breaks. Try to keep breaks that feel natural when reading.
Good: House votes on impeachment,� president will face senate trial
Bad: House votes on impeachment, president� will face senate trial
Multi-Line Headlines in Print
Keep punctuation (commas) at the end of lines, except for hyphens and dashes. � Good: House votes on impeachment, � president will face senate trial� Bad: Jefferson becomes two-� time chess champion
Avoid leaving “to” at the end of lines.� Bad: Olympian risking it all to� swim across Pacific
Avoid breaks that mislead or change the meaning
Better: Charleston rated Illinois’ third-best city� for young people to raise family
Headline courtesy of The Daily Eastern News, Eastern Illinois University