by Frances Laing

Created on: September 28, 2009

More often than not - your potential readers will be searching for the answer to a question. Or the answer to several questions. As a writer on the web - your job is to offer up the answers. Craft them in an interesting way that is easy to read. Include key words in your title and you're more than half way there.

Your title is a signpost for your readers. But it is also the means whereby search engines can sift through any information that might be relevant to a search engine search. Put simply - you need to imagine what your average reader (the one asking the questions) might be searching for.

Let's pretend for a moment that your are a company which specialises in garden supplies. You want to attract more customers and you have a range of products to construct and maintain small pools and garden ponds. You want to commission an article to create interest for readers and wish to include links to sell your products in the article.

You don't want to call your piece 'How to design your garden'. As a title that is way too general. You don't necessarily want the readers who would Google 'Garden Design Services' in the first instance. You're not offering 'garden design services' - you're selling the products and accessories to help home-build enthusiasts construct their own pond.

How about: "How to build a mini pond?" instead? That's simple. This title includes your main key words 'pond' and 'mini pond'. It is specific enough not to frustrate readers who don't want general information but need details about the special products you have. A well-written article with relevant links could dramatically increase your product sales. It could be a one-stop shop for your customers with information, advice and pre-selected products relevant to the pond project.

If you're in any doubt about how to write a title, try a dozen search engine searches yourself and see what happens. Put yourself in a potential customer's shoes and select the key words you think they might be looking for in your title. It's great to be poetic and funny, but poetry doesn't really cut it in terms of search engine optimisation. You want to get the traffic, the hits and the sales, so you need to adopt a practical approach. Be clear about what you are trying to convey or sell. Choose your title and your key words to fit the purpose.

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