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Titles, Subtitles, Content
and Your Audience

By Vickie J. Scanlon


Titles and subtitles are an important part of creating an article and/or a sales page. Why? 


Selective Reading

People on the Internet are selective readers. Will they read the first paragraph of your article? Not if they can’t get past your Title.


Title

In most cases people are attracted by the “Title”, which is found in the search engine results. Thus, it makes sense that the Title includes the specific keyword(s) that will lead your reader to your content. With the specific keyword within the Title you have captured too things, the search engines and your target market. This title must appear not only in the obvious position-in the beginning of your article, but also in your Meta Tag Title.

If your title invites them in, the Internet reader will quickly skim over your subtitles, and stopping to read the content under a subtitle that may interest them or solve their problem. It is only then that they may warrant a complete read.


Subtitles-Do I Need Them?

Do you need subtitles for your article. Yes? If you decide just to have straight copy without subtitles, you have crippled your article and the reader. The reader will find it difficult to get a quick read of what your content is all about.


Elements of a Subtitle

Your subtitle should have the following elements:

• Informative – the subtitle should to relevant to the paragraph below.
• Engaging – the subtitle should not be bland or none descriptive. That would quickly lose the reader.
• Keyword rich- On the Internet, your keywords are the only way in which the search engines can grab the importance of your article. You have to remember, when you write an article you are writing for your audience and the search engines.