The Basic Format

Write article titles in two parts, with a colon in the middle.

• On the left: 2-3 highly relevant words or at least one keyword.
• On the right:  3-6 words that elaborate, focus, or explain the topic.
• Total length: 8 words

Writing Style

Keep the title straightforward and informative.

• Search engines weigh the title more heavily than the extract or article text.
• The first words are weighted more heavily than later words.
• Remember our global audience. Will the title translate well?

No metaphors, wordplay, allusions or alliterations. Sorry.

• Computers just don’t get it (yet) so it can work against search engines.
• People don’t usually search on a clever, metaphorical, or amusing term.

Examples:

Motivating Users: How to Integrate Persuasion into Design

Better Games: Insights from Eye Tracking