A great way to draw more visitors to your online writing is to offer up really strong headlines. Search engines place an emphasis on headlines, because they use them to decide what your writing is about. In addition to keywords in your writing, headlines are what tells a search engine to pull your listing up when someone searches for a topic that relates to your article (or story, or whatever it is that you write).
On the level of simply appealing to a real person, headlines serve another important function in online writing: they break up the text in a way that lets the reader skim, which will draw them deeper into your writing instead of turning away and looking for something else.
Why Are Headlines Important to Search Engines?
The way that search engines find web pages is by “sending out” small programs called “spiders”. A search engine spider automatically picks up bits of text in your writing, especially headlines and keywords, and then follows links in your content to do the same thing on another page.
When you use headlines, you give the search engine spiders something to focus on. You are essentially repeating yourself, saying, “This is what my article is about …. my article is about this …”. Then, when the spider turns all the “stuff” they’ve picked up to the main search engine, or database, the search engine will use your headlines as a reference. This helps the search engine look good because they’re able to provide relevant content to a searcher, and it helps you look good.