By Tameem Rahman (AKA The Saastronaut)

SaaS SEO Consultant | Helping 6-7 B2B software products scale organic revenue. Live in Toronto, 120+ happy clients, 5M+ traffic in 2023, 11 employees. Book a 1:1 with me 🧑‍🚀🚀

Ever stared at your screen, fingers hovering over the keyboard as you grapple with that perfect phrase to crown your content?

Yeah, we've all been there.

By the end of this guide, you’ll be able to craft headlines and titles that not only attract attention but also improve your SEO and engagement.

We’ll cover:

The difference between headlines and titles
How headlines impact click-through rates and engagement
Best practices for writing attention-grabbing headlines and titles
Common mistakes to avoid (like clickbait and keyword stuffing)

Ready to optimize your content? Let’s get started!

TL;DR: Headline vs Title

Titles appear in SERPs and serve as the clickable links that drive traffic by summarizing content and boosting visibility.
Headlines grab attention and spark curiosity, increasing engagement and click-through rates (CTR) once users land on your page.
Optimized titles (50-60 characters) provide accurate context for search engines and readers, helping your content rank effectively.
Effective headlines are clear, urgent, and pique interest, but avoid misleading clickbait tactics that damage SEO and trust.
Avoid keyword stuffing in both headlines and titles to ensure your content stays authentic and search-engine friendly.
A/B testing headlines and titles can help find the best performers, optimizing for both clicks and engagement.

P.S., I made a handbook with AI prompts I engineered myself after writing online for 6+ years. Inside, you'll find creative prompts to produce click-worthy titles and engaging headlines inside your content. Make sure to grab it below!

What is a Headline?

A headline grabs attention and sparks curiosity. It’s meant to draw readers in, giving them a reason to keep reading. Headlines break up your content and help maintain engagement. Beyond the main headline, H2s, H3s, and H4s play a key role in organizing content, making it scannable, and guiding readers through different sections, all while supporting SEO by signaling content structure to search engines.

What is a Title?

A title gives context and summarizes the content. It’s what appears in search results and helps search engines and readers understand what the page is about. Titles are crucial for SEO visibility.

The Role of Headlines in Engaging Readers

Headlines. They're the curiosity gap between you and your readers.

A well-crafted headline is like a beacon, guiding potential readers to your content amidst the sea of information on the internet.

You may ask why? It's because they boost engagement levels by igniting interest and enticing people to read more.

Headlines are crucial for SEO as they help search engines understand your content and improve ranking on blog posts and landing pages.

For blog posts, headlines act as chapters to a book except it’s an article. Compelling headlines keep users from bouncing and encourages longer page sessions, both key for SEO. Don’t get too creative here though. The headline should still be clear and keyword optimized.

On landing pages, headlines play a vital role in converting visitors. They immediately communicate value, guiding users to take action and improving conversion rates.

Example H2s on a landing page of one of our clients

Boost click-through rates (CTR) by crafting SEO-friendly headlines that accurately reflect the content and grab attention on search engine results pages (SERPs).

Clarity matters in SEO: Search engines and readers prefer clear, relevant headlines. Avoid clever, ambiguous phrases—be direct about what your content offers.
Create urgency and relevance in landing page headlines, sparking immediate interest and guiding users to take action.
Curiosity without clickbait is key: Headlines for both blog posts and landing pages should entice readers to click through while maintaining accuracy to avoid misleading search engines or users.
Well-optimized headlines on blog posts can help improve rankings, attract organic traffic, and keep visitors engaged on the page, signaling high content quality to Google.
Headlines should match search intent, ensuring users find exactly what they’re looking for, whether it’s a blog post or landing page, to keep bounce rates low and SEO strong.
On landing pages, a strong, clear headline can make the difference between a visitor leaving or converting into a lead.

The Importance of Titles in Conveying Information

Titles are like movie trailers. They provide a glimpse of the content, enticing readers to click while giving search engines a clear idea of what’s inside.

Titles boost SEO: By summarizing the page’s content accurately, titles help search engines rank your page higher while attracting the right audience.
Meta tags and title relevance: Meta tags add extra context for search engines, ensuring that the title aligns with the page’s purpose and keywords.
Best practices for title length: Keep titles between 50-60 characters to avoid being cut off in search results while ensuring clarity and relevance.
Avoid clickbait: Titles must reflect the content honestly; misleading titles harm SEO and user trust.
Unique titles for each page: Duplicate titles confuse search engines, so ensure every page has its own unique, targeted title to maximize SEO performance.

Headlines vs Titles - Differences in Formatting & Presentation

Ever noticed the difference between a newspaper headline and the title of an article? They're not twins, but more like cousins.

Aspect	Headline	Title
Size & Font	Bold, large text used in H1, H2, or H3 to grab attention.	Smaller, less prominent in browser tabs or SERPs.
Placement	Displayed prominently at the top of blog posts or articles.	Appears in search results, browser tabs, and metadata.
Purpose	Engages readers, sparks curiosity, and drives them to read further.	Summarizes the page for search engines and readers.
SEO Impact	Helps retain users, reduces bounce rates, and improves engagement.	Critical for ranking, driving traffic, and improving CTR.
Length	Typically shorter, punchier, and emotionally driven.	Longer, around 50-60 characters, designed to describe the content.
Visibility	Immediately visible to users on the page itself.	Visible in SERPs, browser tabs, and social media shares.
Emotional Impact	Provokes curiosity, urgency, or excitement to engage readers.	Provides accurate, straightforward context for the page content.

Contextual Usage - News, Social Media & More

Headlines and titles aren't just for SEO. They're the front door to your content across multiple platforms.

In the realm of news articles, a compelling headline can mean the difference between an article read or ignored. Your goal? Make sure each word counts and tells a story on its own.

Headlines and titles serve a critical function beyond just SEO; they act as the gateway to your content on various platforms.

Crafting Compelling News Headlines: In the world of news, a strong headline can make or break your article’s success. It needs to grab attention and summarize the story in as few words as possible. According to the Nielsen Norman Group, five words or less is the sweet spot. Keep it concise, yet impactful.
Social Media Headlines for Engagement: On social media, headlines become even more casual but no less important. A well-crafted headline can drastically boost engagement and trigger platform algorithms to increase your content’s reach.
Effective Press Release Titles: For press releases, your title needs to strike a balance between conveying significance and being brief. Journalists are pressed for time, so a snappy, direct headline is essential to grab their attention and ensure your story gets coverage.

How to write a click-worthy title

Your title needs to get clicks in order for your article to rank higher. If search engines see that your article is repeatedly getting clicks over other search results, it is one of the strongest signals to push your article higher, since people are clearly attracted to it.

The title and meta description alone hold this power. So it’s super important you get this right. Seriously, this is the first impression of your content and it needs to be banging. I actually consider this a copywriting element.

We put some rules and examples together based on our study of 1063 articles on the best practices and tricks for a click-worthy SEO title.

Use this title formula we developed at the agency with ChatGPT (latest model recommended):

Pretend you are an expert SEO copywriter. From now on, create 2-3 click-worthy SEO titles based on a main keyword I provide you that follows these guidelines:

Word Limit: Keep the title between 60-70 characters to avoid truncation in search results.
Example: "9 Tricks to Increase Your Email Open Rates to 80%+"
Keyword: how to increase email open rate

Numbers: Use numbers for list-based articles to create structure and attract attention.
Example: "21 Killer Cold Email Subject Lines (90% Open Rates)"
Keyword: best cold email subject lines

Results/Outcomes: Incorporate a specific, quantifiable result or benefit to appeal to readers seeking actionable results.
Example: "11 Cold Email Follow-up Templates for Guaranteed Replies"
Keyword: cold email follow up templates

Parentheses for Extras: Use parentheses for additional information or value to make the title more compelling.
Example: "Best Cold Email Templates for B2B (worth $100k+)"
Keyword: best b2b cold email templates

Power Words: Include engaging power words like "killer," "ultimate," or "proven" to create emotional triggers.
Example: "How to Build a Killer Sales Cadence: Examples, Tools, + Tips"
Keyword: sales cadence

Timeliness: Add a date or year to make the content feel fresh and relevant.
Example: "The Best Times to Send Cold Emails (2024)"
Keyword: best time to send cold email

Curiosity: Use questions to spark curiosity and lead readers to click for the answer.
Example: "Is Cold Calling Dead? Absolutely Not. (Here's Why)"
Keyword: is cold calling dead

How-to Guides: Start with "How to" if the title is for a step-by-step guide or instructional content.
Example: "How to Write Cold Emails that Print Money (Ultimate Guide)"
Keyword: how to write cold emails

Listicles + Best Practices: Combine listicles with best practices or expert tips to provide actionable insights.
Example: "9 Email Deliverability Best Practices You Should Follow"
Keyword: email deliverability best practices

Highlight Authorities/Experts: Mention credible sources or experts to build trust and establish authority.
Example: "The 7 Books Recommended by 7-figure Agency Owners"
Keyword: best books for agency owners

Specific Tools/Use Cases: Focus on specific tools or use cases to attract readers looking for practical solutions.
Example: "11 Best Email Warm-up Tools (So You Can Land in The Inbox)"
Keyword: best email warm up tools

Urgency/Boldness: Add urgency or intrigue with bold statements that make the reader feel they need the information.
Example: "How to Save Cold Emails from the Spam Folder (Cold Email Deliverability)"
Keyword: cold email deliverability

Active Language: Use active, directive language to make the title more dynamic and engaging.
Example: "How to Get B2B Leads Using Email (+ 7 Secret Strategies)"
Keyword: b2b email lead generation

Pro Tips/Best Practices: Add terms like "Pro Tips" or "Best Practices" to indicate expert-level insights.
Example: "Outbound Cold Calling: Best Practices & Pro Tips"
Keyword: outbound cold calling

More examples:

11 Best Cold Email Tools (Without Breaking the Bank) [main keyword: cold email tools]
How to Get 90% Email Open Rates (& Dodge Spam Filters) [main keyword: email open rates]
9 Cold Email Follow-Up Templates (That Get Replies) [main keyword: cold email follow-up templates]
How to Create a Sales Cadence (That Won’t Annoy Prospects) [main keyword: sales cadence]
9 Best Email Warmup Tools (Guaranteed to Improve Deliverability) [main keyword: email warmup tools]

Now, wait for the main keyword I provide, and follow these guidelines to craft the perfect click-worthy SEO title. Do you understand the instructions? Please confirm.

I know, so many examples. Haha, the more examples in your prompt, the better the response. I just want you guys to be able to produce the best possible titles for your SEO content. The prompt above works best for how-tos, listicles, comparisons, and news reports.

Want more prompts like that for the rest of your content? I have a ChatGPT handbook I’ve engineered myself after 6+ of writing online.

A point on A/B testing your titles

To find the most effective title for your content, A/B testing can be a powerful tool. This involves creating two or more variations of your title and testing them to see which one performs better based on key metrics like click-through rates, engagement, or conversions.

Steps to A/B Test Your Titles:

Create Multiple Title Variations: Start by writing at least two different titles for the same content. These variations could differ in length, wording, or the inclusion of elements like numbers or power words. The prompt above produces 2-3 variations for you.
Use A/B Testing Tools: Platforms like Google Optimize, email marketing services, or A/B testing plugins allow you to present different titles to different segments of your audience. This splits traffic evenly between the title options for accurate comparison.
Monitor Key Metrics: Track the performance of each title based on click-through rates (CTR), time spent on the page, or conversions. These metrics will help you understand which title resonates better with your audience.
Refine and Apply the Best Title: Once the test concludes, analyze the results and select the title that performed best. Implement it across your platforms to maximize its impact.

Why A/B Test Titles? Testing titles ensures you're making data-driven decisions rather than relying on assumptions. Small changes, like adding a number or tweaking a word, can significantly impact your content’s performance and engagement rates.

By incorporating A/B testing into your title optimization process, you increase the chances of your content standing out and driving better results.

How to write clear headlines

Keep Your Headlines Under 60 Characters: To avoid your headline getting cut off in search results, aim for 60 characters or less. This ensures that the full headline is displayed and maintains its impact. If your headline needs to be longer, use a shorter version for the SEO title to keep it clear.
Include Your Focus Keyphrase: Always include your target keyword or keyphrase in the headline. This helps search engines understand what your content is about, improving your chances of ranking for the right search queries.
Make Your Headline Unique: Stand out from your competitors by crafting a unique headline. Avoid copying similar headlines from top-ranking pages, and focus on creating something original to grab attention and improve visibility.
Use Power Words to Stand Out: Incorporate power words like “ultimate,” “proven,” or “essential” to trigger emotional responses and encourage clicks. These words add impact to your headline and make it more engaging.
Add Numbers When Appropriate: If your content includes a list, use numbers in the headline to attract attention. Numbers signal structure and clarity, making readers more likely to click. For example, “5 Simple Steps to Improve SEO.”
Align Headlines with Search Intent: Ensure your headline matches the user’s search intent. If people are looking for a guide or a list of tips, reflect that in your title. Aligning with search intent improves relevance and engagement.
Write Multiple Drafts Before Deciding: Don’t settle on the first headline you create. Write 3-5 different drafts and test variations. By exploring multiple options, you can refine the headline and choose the one that’s most effective.

Avoiding Common Mistakes - Keyword Stuffing & Clickbait

Avoid keyword stuffing in titles. Don’t overload your headline with unnecessary keywords. Focus on clarity and relevance, ensuring it reads naturally.
Don’t use clickbait titles. Misleading titles that promise one thing but deliver another will increase bounce rates, damage trust with your audience, and hurt rankings. Bounce Rate may be used as a Google Ranking factor. In fact, one industry study found that Bounce Rate was closely correlated to first page Google rankings.

Keep titles concise and within the character limit. Titles that are too long get cut off in search results. Stick to 60-70 characters to ensure the full headline is visible.

Avoid vague or generic headlines. Be specific about what your content offers. Vague titles don't attract clicks or engagement.
Don’t ignore user intent. Make sure your title aligns with what the reader is searching for. Misaligned titles lead to poor user experience and higher bounce rates.
Avoid repetitive phrasing. Using the same keyword multiple times in a title makes it sound clunky and unnatural. Keep it smooth and readable.
Don’t forget to include a benefit or outcome. Readers are drawn to headlines that offer clear value, so make sure your title communicates the benefit or result they can expect.
Don’t neglect emotional or power words. Engaging words like “proven,” “ultimate,” or “guaranteed” can make your headline more compelling and clickable.
Avoid using all caps or excessive punctuation. This can make your title look spammy and unprofessional. Stick to clean, professional formatting.

Different Content Formats - Blogs, Films, etc.

Creating captivating headlines and titles isn't just for blog posts. They're vital in other content formats too like film scripts or social media updates. Let's explore this further.

The Art of Blog Post Titles

A good blog post title is your best shot at standing out in the crowded world of online content. The aim? Make it intriguing enough to entice readers to click through and read your article. It's not about stuffing popular keywords but crafting an engaging headline using relevant ones.

Film Scripts: More Than Just a Title Page

When you think films, 'title' probably brings to mind blockbuster names on posters. But there’s another important place for titles - within the script itself. Scene headings work as mini-titles guiding production teams through different locations and times within the story.

Social Media Headlines: Quick & Snappy

Social media thrives on brevity with character limits making every word count even more than usual. Crafting short yet punchy headlines helps grab attention amidst endless scrolling feeds.

Nielsen Norman Group recommends 2-5 words for optimal readability. Now that’s brief.

No matter what kind of creative work you’re doing, remember effective writing is key across all formats whether it's blogs, film scripts or tweets.

Want to write better content?

Mastering the distinction between a headline and a title is essential for crafting content that engages and informs. While both serve to attract readers, each plays a unique role in the overall success of your content.

Key Takeaways:

Headlines grab attention, spark curiosity, and drive clicks.
Titles provide clear context and succinctly summarize what the reader can expect.
Prioritize formatting and presentation, as these elements shape how your titles and headlines are perceived.
Avoid keyword stuffing—it harms your SEO more than it helps.

Read next:

FAQs - Headline vs Title

What is the difference between a headline and a title?

A headline sparks interest and grabs attention, encouraging readers to engage. A title, on the other hand, provides context about the content inside. While both are important, they serve distinct purposes in attracting and informing readers.

Are titles and headings the same?

No, titles introduce the content at the top, while headings organize sections throughout the article. Titles set the stage, while headings break down information into digestible parts.

Is the title of an article a headline?

Typically, yes. But a headline is designed to entice readers to click, while the title gives a more straightforward overview of the content. Their goals can overlap but serve different functions.

Can a title be a heading?

Absolutely. A title can double as a heading when it serves as the main introduction to the content below. This provides a clear focus and context for what’s to follow in the article.