The death of the headline

SEO1 killed the headline. So says this piece from the Washington Post.

“My biggest beef with the New Newsroom, though, is what has happened to headlines. In old newsrooms, headline writing was considered an art. This might seem like a stretch to you, but not to copy editors, who graduated from college with a degree in English literature, did their master’s thesis on intimations of mortality in the early works of Molière, and then spent the next 20 years making sure to change commas to semicolons in the absence of a conjunction. The only really creative opportunity copy editors had was writing headlines, and they took it seriously…

Newspapers still have headlines, of course, but they don’t seem to strive for greatness or to risk flopping anymore, because editors know that when the stories arrive on the Web, even the best headlines will be changed to something dull but utilitarian. That’s because, on the Web, headlines aren’t designed to catch readers’ eyes. They are designed for “search engine optimization,” meaning that readers who are looking for information about something will find the story, giving the newspaper a coveted “eyeball.” Putting well-known names in headlines is considered shrewd, even if creativity suffers.”

I struggle to decide whether to write headlines for googlers or headlines for my own amusement. I mostly settle for the latter, unless I can’t think of anything punny.

1 Search Engine Optimisation

The author

Nathan runs St Eutychus. He loves Jesus. His wife. His daughter. His son. His other daughter. His dog. Coffee. And the Internet. He is the pastor of City South Presbyterian Church, a church in Brisbane, a graduate of Queensland Theological College (M. Div) and the Queensland University of Technology (B. Journ). He spent a significant portion of his pre-ministry-as-a-full-time-job life working in Public Relations, and now loves promoting Jesus in Brisbane and online. He can't believe how great it is that people pay him to talk and think about Jesus. If you'd like to support his writing financially you can do that by giving to his church.