扫描. 驳回. 扫描. 驳回. 扫描…点击!
这就是你的听众今天正在做的事情. 这就是十三水游戏今天要做的. 在十三水游戏的收件箱, 在社交媒体和博客上, 十三水游戏浏览标题, 忽略大部分，点击一些.
要赢得点击率，最重要的是标题. 无论如何强调它们的重要性都不为过. 十三水游戏都被这短短的几句话立刻无情地评判着.
平均每个人每天会看到1300多条头条新闻，然后解雇99条.7%的人.*
*完全捏造，但标题很棒.
即使你把其他一切都做对了, 拼命写博客, 如果你做错了这一件事，一切都会失败.
下面是十三水游戏的最佳实践. 让十三水游戏看看它们出现的所有地方，以及成功因素是如何变化的……
所以一个好的标题不仅仅是一件事. 一篇文章可能在不同的地方有不同的标题. 它适用于每一种环境. 不要试图使一个尺寸适合所有.
现在来看看写大标题的清单.
1. 做一个承诺. 要具体.
点击的关键是要理解这一点:在十三水游戏点击任何东西之前, 十三水游戏做了一个瞬间的成本效益计算.
点击的好处(内容的价值)是否高于花费(2秒的时间)??
这是访客的大脑中正在发生的事情……
标题的作用是指出好处，并向访问者承诺值得这么做. 在不到一秒的时间内完成.
好处越具体，访问者就越有可能点击. 伟大的标题做出了具体的承诺.
问自己，就像你是读者一样. “这对我有什么好处??答案应该从纸上跳出来. 如果没有，准备好听听蟋蟀的叫声吧. 你就要失败了.
想象读者视角的能力是成功写标题的关键. 同理心是最伟大的营销技巧.
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“假设你的听众不感兴趣. 写一个标题，突出你的内容中最引人注目，最不可抗拒的部分.”
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“磁性标题的吸引力可以追溯到它的承诺. 简单地说，这是一种好处.”
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“每一个标题都需要提供一个承诺，即主体文本传递了这个承诺. 我不知道你怎么想，但我喜欢我的承诺不只是香草味的. 他们需要听起来像很棒的机会. 否则，他们就没多大希望了. 吸引注意力的方法是在标题中使用有力的词语，让读者兴奋地阅读整篇文章.”
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2. 使用权力三元模型
几年前，Buzzsumo的史蒂夫·瑞森 做了一个研究 了解什么是有效的标题，以及什么与社交媒体参与相关. 他的研究在两个方面有所不同. 首先，他查看了大量数据:1亿个标题. 其次，他研究了三元组，即由三个单词组成的组.
事实证明，某些八卦与社会参与度有着巨大的关联.
这张图表显示了脸谱网上的平均点赞数量, 评论和分享标题，包括这些三元组合.
当这些八卦出现在标题的开头时, 标题更有可能获得社会参与……
警告! 没有clickbait!
如果你的第一反应是“这是点击诱饵”，请继续读下去. 我不建议写标题党标题. 不要试图欺骗读者. 你的文章必须兑现标题上的承诺.
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安·汉德里，首席内容官，市场营销教授，《十三水在线游戏》和《十三水游戏》的作者
“关键是要保持诚实，只有当这些标题对你的读者有帮助时才使用它们. 所以，试试《十三水在线游戏》吧,但前提是这14种方法可能确实会让你的听众感到惊讶. 以同样的方式, “14种不同的南瓜植物将在小得可笑的容器中生长”只有当说的容器确实是, 好吧, 可笑的小.”
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但是仔细观察这些三元组，您就会明白为什么它们工作得这么好了. 他们都做出承诺. 如果您正在撰写包含这些三元组合的博客标题, 你为读者提供了具体的好处.
标题的例子:
- 这就是为什么这些令人惊叹的照片会让你流下喜悦的泪水
那是个笑话. 我只是把一些表现最好的三元组合在一起. 这根本说不通.
3. 使用数字
列表式帖子受欢迎的原因是:它们设定了对内容数量的预期, about scan-ability 和 variety; if you don’t like one thing, 你可以向下扫描，找到别的东西.
数字，不仅仅是数字，是魔术的一部分. 在一行字母中，数字是突出的. 所以不要用“八件事”作为标题，用“八件事”作为标题.”
带有数字的标题并不总是列表帖子. 数字也可以是数据和统计，表明文章是有研究支持的. LinkedIn测试了有无统计数据的标题，发现统计数据对点击率有很大影响.
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“在LinkedIn, 没有一款游戏是没有a /B测试的. 通常，测试表明，最小的调整可以产生最大的性能影响. 使用数据或统计数据，尤其是在最前面，可以立即暗示你的文章或标题的可信度。
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标题的例子:
- 17本社交媒体书籍将使你成为更聪明的营销人员
- 如何将转换率提高529%
- 101种方法写前10个列表，增加21%的流量
你懂的.
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索尼娅·西蒙，首席营销官， 的博客
“不要相信“那些标题公式不再有效”的说法。所有那些陈旧的“俗气”建议仍然非常有效. 确保标题对读者有好处，让他们能从阅读内容中获益. 标题中的数字仍然有效. 列表职位仍在工作.
远离芝士地的秘密? 让标题后面的内容令人惊叹. 投入一些爱(和努力)，让它引人注目和真正有用. 把自己独特的写作声音和对主题的真诚关怀融入到你的写作中, audio, 和视频内容.” |
4. 问一个问题
问题标题有两个好处. 第一个, 他们利用心理效应, 使读者的思维进入下一步:回答问题……或者好奇. 问题本身缺乏完整性会引起读者的紧张感和兴趣.
搜索是第二个好处. 谷歌专注于搜索查询的意义，而不仅仅是单词的组合. 它被称为"潜在语义索引"它是 语义搜索引擎优化. 一个完整的问题的自然语言帮助谷歌理解文章是如何有用的.
现在人们用声音，而不仅仅是手指来搜索. 很自然地，他们会问完整的句子问题. 完整的问题和答案帮助谷歌连接人们到你的内容.
标题的例子:
- 为什么狗在晚上会叫? 训狗师为安静的狗狗提供建议.
- 你是哪个超级英雄? 做这个小测验，你就会发现…….
- 社交媒体如何影响搜索引擎优化? (这是一个 最近邮政/视频 在这个博客上)
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“问题标题的力量来自于挖掘什么让你的读者夜不能寐. 增加你的问题标题的有效性，使它个性化. 包括“你”这个词.问题标题的缺点是它的开放性失去了一些清晰度. 这可能会阻碍游戏的表现. 所以当我使用问题标题时，我使用副标题来澄清任何开放的观点.” |
5. 在标题的前面放一些有影响力的词语
在手机收件箱中，主题行被截断在45个字符左右. 在搜索结果中，标题标签在大约60个字符后被截断. 播客标题也有同样的问题.
考虑这些例子. 这其实是同一个标题
- 10个简单的沟通技巧可以帮助你在面试中胜出
- 如何用这10个简单的沟通技巧在面试中胜出
但以下是它们在手机收件箱中的样子:
一位订阅用户看到了点击收件箱的影响和好处:“在面试中取得好成绩。.另一个人则必须打开电子邮件才能看到那份利益声明. 这里有一些 更多提高电子邮件打开率的提示.
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“把故事中最有趣的单词或短语尽可能地放在标题的开头. 随着人们用智能手机阅读，这一点变得更加重要, 电子邮件的主题行可以被截短到3或4个字.”
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即使删节不是问题，读者也会从头浏览你的标题. 所以，把那些拇指停下来的单词放在前面，让它们更容易被看到, 更有可能被窃听.
6. 写很长的标题
所以它的前面装满了影响词和好处, 但这并不意味着标题本身就很短. 根据 同样的研究 至少在脸谱网上，长标题占了上风.
这张图表显示了基于标题中单词数量的平均脸谱网用户数量.
这是正确的. 15个单词的标题的平均互动次数最高. 我怀疑大多数营销人员从未写过这么长的标题. 试一试，你会发现自己写出了又长又完整的句子. 或者两句话.
看看这些来自一些病毒式传播内容网站的标题例子:
- 现在，在美国所有50个州，在公共场所母乳喂养都是合法的. 刚才. In 2018. (16个单词)
- 难以置信的不公平:即使亿万富翁比其他人工作更努力, 然后只赚4,000倍的钱(19个字)
- 毁灭性的:孩子做了“拉喇叭”的手势，但卡车司机不小心拉了自毁脐带(16个单词)
这是有道理的，因为标题越长，读者越有可能发现和理解点击的好处.
试试吧.
十三水游戏建议在截断不是问题的地方使用长. That’s social posts 和
tags (page headers). 它不能用于标题标签或主题行. 那些将总是被删减的谷歌和收件箱提供商.
7. 把关键词放在首位
同样擅长于标题的前面:目标关键词.
Using the target keyphrase at the beginning of the title tag
和 header <h1> gives it “keyphrase prominence” helping to indicate its relevance to search engines. 这对于主题栏和社交帖子来说并不重要.</p>
<p>一个有效的标题对搜索引擎和读者都有效. 为了创造排名和吸引眼球的标题， <strong>使用一个冒号</strong>. 这让您可以将搜索友好的关键字与社交友好的触发器分开.</p>
<p>它让你的关键词突出，但仍然利用人类心理学在标题的其余部分.</p>
<p>看看这个博客上以前的文章中的例子:</p>
<ul>
<li><a href="/blog/how-to-research-keywords-tips/">如何研究关键字:一步一步的过程(附视频)</a></li>
<li><a href="/blog/neuromarketing-web-design/">神经营销网站设计:15种方法连接访问者的大脑</a></li>
<li><a href="/blog/internal-linking/">3 . 搜索引擎优化和转换的内部链接策略</a></li>
<li><a href="/blog/what-to-blog-about/">写什么博客:17个新鲜博客主题的来源</a></li>
</ul>
<p>看到的模式? 每一篇文章都经过优化，以标题开头的短语(完美的关键短语突出)排名，然后是一个数字或单词，以连接访问者的心灵和思想.</p>
<p>下面是Orbit写新闻标题的公式:</p>
<blockquote><p>目标关键词+冒号+数字或触发词+承诺</p></blockquote>
<p>它的工作? 在上面标题的冒号前搜索这些短语. 你可能会看到这个短语的帖子排名，你可能会点击, 多亏了这些数字和利益声明.</p>
<h3>最后一个建议:多写，选一个.</h3>
<p>专业人士不会写标题. 他们写了很多标题. 对于任何一篇文章，你都应该写一打或更多. 为每个位置写几个选项:标题标签，标题和主题行. 与你的编辑见面或从友好的营销人员那里得到输入.</p>
<p>一旦你有一打或更多，你可以选择一个，并把其余的放到循环文件(垃圾).</p>
<p>下面是最后几个标题的例子. 这些是十三水游戏考虑过但没有在本文中使用的……</p>
<ul>
<li>快速指南杀手标题，读者无法抗拒</li>
<li>如何写出不会被忽视的标题(十三水游戏的7点清单)</li>
<li>获得更多点击、流量和分享的7条标题写作规则</li>
<li>X个吸引人的标题，以及7个自己写有力标题的技巧</li>
</ul>
<p>你认为呢?? 十三水游戏应该选择其中的一个吗?</p>
<div class="crp_related"><h3>等等，更实际的见解? 是的,请!</h3><ul><li><a class="crp_link post-11161" href="http://www.beauty2bits.com/blog/content-marketing-mission-statement/"><figure><img alt="如何用3个步骤写内容营销任务声明(加12个例子)" class="crp_thumb crp_featured" data-lazy-src="http://www.beauty2bits.com/wp-content/uploads/2016/03/content-mission-statements-main-1400-600x300.jpg" height="300" loading="lazy" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20300'%3E%3C/svg%3E" title="如何用3个步骤写内容营销任务声明(加12个例子)" width="600"/><noscript><img alt="如何用3个步骤写内容营销任务声明(加12个例子)" class="crp_thumb crp_featured" height="300" loading="lazy" src="http://www.beauty2bits.com/wp-content/uploads/2016/03/content-mission-statements-main-1400-600x300.jpg" title="如何用3个步骤写内容营销任务声明(加12个例子)" width="600"/></noscript></figure><span class="crp_title">如何用3个步骤写内容营销任务声明(加12个例子)</span></a></li><li><a class="crp_link post-29604" href="http://www.beauty2bits.com/blog/what-makes-a-great-website/"><figure><img alt="什么造就一个伟大的网站? 25日有效的策略" class="crp_thumb crp_featured" data-lazy-src="http://www.beauty2bits.com/wp-content/uploads/2019/04/25-strategies-header-600x300.jpg" height="300" loading="lazy" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20300'%3E%3C/svg%3E" title="什么造就一个伟大的网站? 25日有效的策略" width="600"/><noscript><img alt="什么造就一个伟大的网站? 25日有效的策略" class="crp_thumb crp_featured" height="300" loading="lazy" src="http://www.beauty2bits.com/wp-content/uploads/2019/04/25-strategies-header-600x300.jpg" title="什么造就一个伟大的网站? 25日有效的策略" width="600"/></noscript></figure><span class="crp_title">什么造就一个伟大的网站? 25日有效的策略</span></a></li><li><a class="crp_link post-32610" href="http://www.beauty2bits.com/blog/how-to-take-a-selfie/"><figure><img alt="如何拍出一张好自拍:掌握自拍艺术的5个技巧" class="crp_thumb crp_featured" data-lazy-src="http://www.beauty2bits.com/wp-content/uploads/2020/02/header-selfie2-600x300.jpg" height="300" loading="lazy" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20300'%3E%3C/svg%3E" title="如何拍出一张好自拍:掌握自拍艺术的5个技巧" width="600"/><noscript><img alt="如何拍出一张好自拍:掌握自拍艺术的5个技巧" class="crp_thumb crp_featured" height="300" loading="lazy" src="http://www.beauty2bits.com/wp-content/uploads/2020/02/header-selfie2-600x300.jpg" title="如何拍出一张好自拍:掌握自拍艺术的5个技巧" width="600"/></noscript></figure><span class="crp_title">如何拍出一张好自拍:掌握自拍艺术的5个技巧</span></a></li></ul><div class="crp_clear"></div></div> </div>
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<h3 class="Author-title">安迪Crestodina</h3>
<div class="introText">Orbit Media联合创始人/首席营销官</div>
<a href="http://www.beauty2bits.com/andy-crestodina">安迪Crestodina</a> 是轨道传媒的联合创始人兼首席营销官. 他是国际顶级的主题演讲家，也是 <a href="http://www.beauty2bits.com/content-chemistry">内容化学:内容营销图解指南</a>. 你可以在电视上找到安迪 <a href="http://www.linkedin.com/in/andycrestodina">LinkedIn</a> 和 <a href="http://www.twitter.com/crestodina" rel="noopener" target="_blank" title="安迪Crestodina在推特上写道">推特</a>. </div>
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<div class="privacy-policy-gdpr"><p>签了字你就同意了十三水游戏的 <a href="/privacy-policy">隐私政策</a>.</p>
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<span><cite class="fn">凯特</cite></span> on
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4/26/19 </span>
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<p>你好，我想知道社交新闻标题是否真的不需要使用关键词? 在LinkedIn上呢? 任何额外的知识/资源都很好.</p>
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<span><cite class="fn">乔治Stenitzer</cite></span> on
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5/2/19 </span>
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<p>安迪，谢谢你分享了许多好的标题创意给各个层次的营销人员. 此外，我发现测试多个标题的情感营销价值是有用的 <a href="http://www.aminstitute.com/headline/" rel="nofollow ugc">http://www.aminstitute.com/headline/</a>.</p>
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<span><cite class="fn">莎拉Yusupov</cite></span> on
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5/2/19 </span>
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<p>谢谢你的链接，非常有用.</p>
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<span><cite class="fn">丽贝卡•潘克赫斯特</cite></span> on
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5/2/19 </span>
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<p>爱，爱，爱这一切! 后续问题.. 你研究过表情符号在标题中的使用吗? 尤其是在社交媒体上?</p>
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<span><cite class="fn">凯萨琳</cite></span> on
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5/2/19 </span>
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<p>你好,<br/>
只是检查是否可以使用带有属性和链接的成本/收益流程图?<br/>
谢谢你的这些好建议!</p>
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<span><cite class="fn">艾莉森</cite></span> on
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5/8/19 </span>
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<p>谢谢你的建议! 我经常感到惊讶的是，长标题似乎得到了更多的结果, 因为你会认为短小精悍会有更大的影响, 所以记住这些总是好的.</p>
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