Web writing tip: Use keywords in headlines

Use keywords in headlines (often called headings). That's a basic rule of writing for the Web—and all other business writing.

Here's why.

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?
• Procurement
• 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.