SEO PR TIPS

What is the ideal length of a headline when writing for online impact?

Last year I made a new friend who is a chief-sub on the Daily Record, one of Scotland’s biggest selling newspapers (maybe the biggest selling – sorry Katie). We have very different experiences of writing, especially headlines. Katie is working to a restricted space on the printed page, whereas I have no restrictions – which sounds great until you consider the different criteria you are trying to fit into.

It’s the limited space that has created “tabloidese” that peculiar language of abbreviations, wit and hyperbole. The nature of the beast means that these headlines are pretty devoid of keywords, so a high impact newspaper headline (such as the Sun’s infamous “Gotcha!” front page during the Falklands War) would have little value in SEO terms.

How does your headline affect Google News placement?
Google, of course, won’t reveal their algorithm for the News channel and it is still something of an enigma for search experts.

I looked for an example to try and understand more. Last night’s big entertainment story here was the Brit Awards. Why does Hello get the top link with their slang heavy headline?

Well, obviously, the headline is only a small part of the algorithm!

Having read around, there is conflicting advice. Here are some of the basics.

• Get your most important keyword / message near the start, so if your headline is cut off it still appears
• Shorter is better, even if it means sacrificing some keywords – your introductory paragraph is just as important
• Think about people (not robots) reading your story – will your headline be of interest to them?
• If you aren’t using a re-direct / url shortening system, your headline will probably dictate the url of your story (as works with this blog). If you then want to “tweet” your story on Twitter, you need to consider how the link eats into your 140 character limit

Have you got any advice to share?

News editors don’t like press releases and will re-write stories so they sound as little like press releases as possible.

The most common thing is to remove hyperlinks, and even company names in more extreme cases. (I do it myself on our newsfeeds “a major airline company reports”, for example). So how can PRs try to preserve the most important elements of their press releases?

One basic one – use the full web address as the company name so that even if hyperlinks are removed readers can copy and paste the address.