Use keywords in headlines (often called headings). That's a basic rule of writing for the Web—and all other business writing.
What do readers want to know in advance, before they decide to read a web page or other business document? They want to know its topic or purpose or key message.
Headlines are easy to spot and to read, provided the design is logical and readable.
Keywords are words that identify the topic or purpose of a document.
People usually (never mind the stats) skim-read headlines on the Web to get a sense of the page's topic or purpose or key message.
Search engines give extra weight to the text in headlines.
Examples of headlines with no keywords
These headlines are generic, forgettable, and non-informative:
- Experience, enthusiasm and results
- What next for our team?
- Public awareness
Examples of headlines with keywords
These headlines catch the eye and answer a question in the reader's mind:
- International marketing drive for Sunny Specs in 2013
- Procurement for government agencies, Jamaica
- Volunteers wanted for Turtle Time conservation programme, Ascension Island
"Use keywords" is another way of saying "Don't go blah blah blah."
Oh, and use keywords also in titles, alt-text, link-text, captions, summaries and tweets. Use them wherever communicating key information is crucial.
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