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05/02/2006: "When it comes to Web site headlines throw the rule book away --- it doesn't work."

I know how to write great headlines. I learned them at the feet of the masters. But when it comes to the world of the Internet and the Web site those rules do not apply. I repeat --- THEY DO NOT APPLY.

Why do I say that? Simple. If you want a high search engine ranking, you must write for the search engines. And, while I'm sorry to say it, that means the headlines may be no good.

I've tried it every possible way. The only way I can get on the first, second or third page of Google is to write the headline on the Home page with the keywords I want in it and forget the sales appeal. Now the other search engines are not quite as hateful. But right now Google is the only game in town. I don't think that will be for long. But that's another story.

The New York Times writes two sets of heads. One for Google and one for real people. Here's what I do. I write my Home Page head for Google. I hate it but I do it. Because unless you can get a good listing you aren't going to get any visits unless you pay for them. I'd rather not pay, thank you.

Then I put my "real" home page on the inside linked to the "Google" home page.

So you need to write for Google for now. At least the home page. But remember that the people who pay you are real people, not Google. You need Google to get real people, however. So satisfy them both.

Use the great headlines you love to write. But use them on inside pages. That's the only way to get a high Google ranking.