To boost your impact and reach, you can use many tools to optimize your headlines and create better search engine visibility. This articles explains how you can find the best headline keywords with Google Trends.
Other free tools include:
Search optimization for Google – Another thought is to look at SEO with PPC, to see how the ROI compares. SEO tends to provide longer-term results versus PPC, which starts to produce immediate results from the ads placed. And instead of “either/or,” you can consider using both in combination.
You can use the easy-to-use and free Google Trends, which will help you compare keywords and phrases for which people have searched. This enables you to instantly calculate the level of interest over time in specific countries or worldwide. (If the time span is too short, or if you limit the search to one country, you may find there is insufficient data to form results.)
I wanted to find out the most useful keywords to start a general headline. So I keyed into Google Trends the words “master,” “get,” “gain,” learn,” and “how to.” As you can see from the graph below, people searched the most for “how to” worldwide in the past 12 months (by a long way), followed by “get.” Therefore, I will be using “how to” and “get” more in future headlines. (I also checked “discover,” but it hardly rated.
In the same way, I went to Google Trends to find out which terms have been most searched worldwide in the past 12 months, out of “press release,” “news release,” and “media release.” That old term “press release” is still the most searched, despite releases being distributed to many more outlets than newspapers in the past couple of decades. So the takeaway is to say “press release.”
Another example is the explanatory headline. Do people search more for “How to,” “How you can,” or “Find out?” The clear favorite shown in the Google graph is “How to.” That’s what I will be using more in future.
With a little thought, you should now be able to use Google Trends to help sharpen your SEO focus.
Image at top of page: BigTunaOnline/shutterstock.com.
It is important to remember that strong headlines are a balance between prioritizing the news angle and rating well for SEO at the same time – you need to strike a balance. This article on writing strong headlines will help your understanding of both elements.
By Silvia Arto, Vice President of the Global Alliance for Public Relations and Communication Management, Chair of the European Regional
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