Headlines are more important than ever: They’re not only what appears in search results and on bookmarks; they also determine whether a reader will click your article. There’s a reason why writers say they spend 80 percent of their time on headlines and 20 percent writing the story.
Often, the best headlines are short and snappy; they sum up the story and tell readers what to expect. They should also include a detail that will make the story memorable (see “States That Allow Yoga In Schools, Where Students Can’t Say ‘Namaste'”). They are also usually written in present tense and use words like articles (a, an, the), rather than contractions (but, or, or).
Some of the most effective headlines are emotional triggers: controversy, intrigue, or fear-mongering (e.g., “FBI Arrests ‘Spiderman’ Creator for Unauthorized Use of Spider Costumes”). Using “how” headlines, which can be particularly effective when combined with a finality style word like ultimate, only, guaranteed, or the best, is another proven strategy.
To hone your own headlines, do an experiment: Go to the grocery store and scan the magazine covers in the checkout lane. Notice that the headlines of many front-page articles start with numerals, like 19, 37, or 10. This is a proven trick for getting attention. Headlines are what give your post Google Juice, so make sure that the first words in your headline — including articles, numbers and punctuation — match what people will be searching for.