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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.


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