I read a great little white paper by Sean D’Souza from Psychotactics Ltd (New Zealand) recently on why some headlines fail and I highly recommend that you read it as soon as you can.
This paper discusses the psychological “triggers” that make people act when they see a certain headline – for us, this means a click. I believe that these tips can be applied equally to both PPC advertising and the natural search listings (SEO).
When you search in Google and are presented with a list of sites that “naturally” match your search request – each of those listings is competing for your attention and your “click”.
The common tactic in SEO is to make sure that certain keywords are included in the title of the page. This title tag is an important part of the “on page” optimisation that is done to make sure that your site gets the rankings that are needed to help build your business or raise your profile in the search engines. But the problem is that many people (many SEO’s) simply stuff this title with keywords and don’t think about the real people reading this in the SERPs.
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