One popular type of content is that which answers questions. It’s the type of content we should all be looking at on a regular basis, since internet users predominantly use search engines to look for answers. I am often surprised then to find the answer to a question in the contents title. Is that good or bad? In my opinion, it’s not the best way to craft a title, and it could effectively make your content redundant before a word is read. How so you ask?
If an Internet user types a question into a search engine and one of the results answers the question in the title, that user will most likely move on satisfied they have found an answer. Sure, there are some curious types who will dig deeper and actually read the content, however, most will just move on. Consider the following:
A user types a question into a search engine, let’s say they want to know “are keywords still important to SEO”. If your blog post is near the top in the search results, and the title is “Keywords Are Still The Backbone Of SEO” – their question has been answered, no need to dig further. There is also the problem of conflicting answers. If the majority of results are in the positive, and yours is in the negative, your content could fail the trust test, unless you make it stand out. A good example is to use a controversial title such as “They’re all wrong, keywords are dead”. Now that would certainly draw readers in, even though you have answered the question.
When putting together a title, you need to consider how it will appear in the search results. If your title answers a question, chances are the title alone will satisfy a reader. If you can turn that title into a question similar to entered by users, you may find your title delivers a perfect, or near perfect match to the questions being asked by users. This may even help to give it a lift in search results. More importantly, users will immediately relate to the title and come to see if you have the answers they need.