Creating a powerful headline is important — maybe even more important than you think. According to recent research, 80 percent of people will read a headline on a website, but only 20 percent of these people will actually read the article. The quality of the headline can make a big difference between the articles that are read versus the ones that aren’t.

So what makes a compelling headline? The team behind eVisible content writing services knows that there’s no “magic bullet” to assure that headlines will grab your readers’ attention. You’ll need quite a bit of trial and error to discover the type of headlines that will resonate with your target audience but doing it properly can pay significant dividends.

Don’t Be Afraid to Get Creative: A boring headline — even if factually accurate — isn’t going to drive people to your content. Any fears about using clever or “cute” headlines to draw in readers have been proven to be outdated with the rise of viral sites that get huge click-through and page view numbers with creative and witty headlines.

Consider Your Target Audience: It’s important to think about who you want to read your stories and what you want them to do when crafting a headline. If you are looking at closing sales, you need a headline that calls the reader to action. If you are simply looking to increase page views, you need to focus on grabbing their attention with the promise of something unique in the story text.

The Medium Matters as Well: You need to consider who your readers will engage with the headline when creating it. Sites such as Facebook allow you to use an image and, possibly, some additional “teaser” text as a sub-headline to attract a potential reader’s attention. Make sure you take advantage of these opportunities when you can.

Remember That People Are Curious By Nature: There are several types of headlines that have become popular in recent years:

• Lists
• Questions
• How-Tos
• Directly Addressing the Reader

But one of the most popular recent trends has been in headlines that use shocking language, over-the-top statements or emotional responses to get readers hooked. This is particularly true of viral news sites, which often use headlines such as “This Picture Shows Why Our Education System is Doomed” or “You Won’t Believe Why This Woman Was Sent to Prison for 20 Years.” They present bits of information that connect with people’s emotions and lead them on to want — and almost need — to click through to find out more. It’s powerful, effective and is a method that can make your articles go viral.

Anyone with a basic understanding of search engine optimization knows that meta data such as meta descriptions, image alt text and title tags is critical to proper SEO success. But there’s one element that many people forget that can cause SEO campaigns to fail. Not properly implementing a Robots.txt file can make the difference between seeing your search engine rankings soar or sink.

Defining a Robots.txt File

Simply put, a Robots.txt file can help you tell search engines which directories on your site you don’t want them to index. The reasons for this are varied. You might want to make sure to keep sensitive information such as customer banking information on your eCommerce site secure. Or you might have proprietary information posted on certain sections of your website that you want to keep private. Having a Robots.txt file will tell Google, Bing and other legitimate search engines to not index these pages.

Robots.txt Keys for Implementation

Disable access to sensitive directories. This can potentially include directories such as: /cgi-bin/, /wp-admin/, /cart/ and /scripts/.

Remove all barriers to main content. This includes making sure that there are no “no follow” tags that will block searches.

Don’t let search engines index “duplicate” pages on your website. This can include sections of your website that are designed for regular viewing and printing, or content that is designed specifically for mobile sites. It’s better to only have them index the main content page in these cases.

Things to Avoid

Putting comments on your Robots.txt file

Listing all files in your Robots.txt. This actually makes it easier to find files you want to keep hidden.

Don’t use a /allow tag. This doesn’t exist in the Robots.txt file.

Google has recently updated its newest algorithm. This has left many SEO companies and online marketers scrambling to determine how to best comply with Google Penguin requirements. However, attempting to pin down specifics about a Penguin update and craft content to fit might be missing the bigger point of effective search engine optimization: it’s about proper on-site SEO practices along with content.

So what are some of the steps that you can take to assure that your on-site SEO meets the best practices for Google?

Check for malware: You don’t engage in black-hat SEO, but if you have malware or someone running a rogue site through your site, the damage could be just as severe for your SEO reputation with Google.

Write short titles and description: Don’t have them go on too long or repeat information. Keep them short and don’t over-optimize tags.

Check your anchor text: Much like with title tags and descriptions, you want to avoid overusing your keywords or optimizing them too often.

Axe spammy user content: Comments on blogs posts are a good thing for organic search engine optimization; however, Google is now punishing sites that allow spam postings on sections of their site such as blog comment sections.

Increase page speed: A fast-loading site makes Google work faster; therefore, page speed optimization makes Google happy and it appears to improve a website’s SEO.

Cut useless optimization: Don’t bother over-optimization sections like headers and footers with the hope that “more is merrier.” It won’t help your ranking and in fact will likely lead to penalties.

Review your links: Penguin 2.0 has reduced the threshold of what they consider too many “spammy” inbound links on a site from 80 percent to 50 percent.

Check internal cross links: It’s easy to have links on one of your sites go to another site you own or partner with; check your links so you don’t get punished by Google.

Be smart with your alt image attributes: Put more of your content marketing services into alt image attributes than you are now: Google can give it as much weight as actual text.

Don’t overload ads: Having too many ads on your site – especially high – is frowned on by Google.

Add 301 redirects: Links that lead to dead ends tell Google that your site is not properly maintained.

Review crawl rates: Make sure that Google spiders are able to follow your site correctly.