Headline Optimisation
Headline optimisation is the practice of writing article and page titles that are clear, accurate and appealing enough to earn a click – balancing curiosity or a promised benefit against the risk of misleading clickbait that destroys trust.
In practice
A headline that promises a benefit the content does not deliver costs trust – readers tend to leave sooner and come back less often, even if it brings more clicks in the short term. Testing several honest headline variants is therefore, as a rule, the better route than an artificially sharpened but misleading formulation.