The difference between someone clicking through and reading your post versus them simply skipping it is your headline.
Your headline must capture their attention and compel them to click.
How do you create such a headline?
If you’re matching search intent, then the foundation of your headline is somewhat set. For example, if you’re targeting the topic “best workout apps,” then it is likely your headline will include things like a particular number and the year.
But that in itself is still not compelling. After all, you can see from the SERPs that every site uses nearly the same headline. So you still need to stand out. Otherwise, you can’t get the click.
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Use these tips to make your headline more click-worthy:
Add concreteness – Make your headline specific. Instead of “Protein Powders for Weight Gain,” try “15 Tasty Protein Powders to Help You Gain 1lb per Week in Muscle.”
Surprise and delight – This tip is more for articles not designed to match search intent (e.g., designed for spread on social media). Say something interesting and unusual so that people will be intrigued. For example, a few years back, we used the headline “I Asked 235 People to Tweet My Article and All I Got Is This Cheerless Case Study.”
Create curiosity gaps – Don’t give everything away—leave something to be desired in the headline so people want to click. For example, this headline “How to Craft the Perfect SEO Title Tag” is curiosity-inducing. A perfect title tag? Does that exist? Let me check it out.
Recommended reading: How to Write an Irresistible Headline in 3 Easy Steps