Content revised 20 October 2026.
A strong blog heading tells the right reader what the article will help them understand. Make it specific and accurate before trying to make it more attention-grabbing.
Name the actual question
Start with the article’s purpose. Website costs is broad; what affects the cost of a small business website gives the reader a clearer expectation. Use language your audience recognises and make sure the article delivers the explanation the heading promises.
Distinguish the page title from section headings
The title introduces the whole page. Section headings organise the explanation beneath it. Keep one clear main heading and use a sensible hierarchy for the sections. Do not turn ordinary paragraphs into headings just to repeat a keyword or make the text larger.
Try a small set of honest alternatives
- A direct question when the article gives an answer.
- A process heading when the page explains real steps.
- A comparison when both options receive useful treatment.
- A numbered heading only when the promised items are present.
Avoid claims the page can't fulfil
Words such as guaranteed, instant or best need more than enthusiasm. A headline promising a fixed ranking or universal result can mislead a reader before they even open the page. Dates should reflect information that was genuinely reviewed, rather than being changed to make an old article look newly researched.
Judge the complete journey
Review search queries and clicks alongside engagement with the answer and relevant next steps. A click alone doesn't show that the title served the reader. Google may generate a different title link, so align the title, main heading and visible topic instead of treating one field as guaranteed display text. Keep notes when testing a meaningful change.
Official guidance: Google’s title link guidance.