Blog Titles and Nano Content

 

Headline guidelines — what nano content is and why it's important

Headline Guidelines

  1. First two words are vital
    1. Front-loaded—most important content first
    2. Transportable and quotable—understandable out of context
    3. Words users use—get outside of ED
  2. Under 50 total characters
  3. Brief is best

Nano Content

Online reading is dominated by the F-pattern.

  • People read the first few listed items somewhat thoroughly (the cross-bars of the "F")
  • Read less and less as they continue down the list
  • Pass their eyes down the text's left side
  • See only the beginning of each items

On the internet, lists occur in many places, including:

  • Social media
  • Search engine results pages (SERP)
  • Syndication (RSSs)
  • Archived articles, headlines, press releases, and other news items
  • Table of contents
  • Users typically see about 2 words (about 11 characters) for most list items

  • They see a little more if the lead words are short, and only the first word if they're long.

  • Search engines show about 60 characters (over 50% of ED.gov's traffic comes from seach engines).

Headlines and titles are nano content, and need to be:

  • Short—users don't read much online
  • Rich in information scent
  • Front-loaded with the most important keywords
  • Understandable out of context—they often appear without articles
  • Predictable—users know whether they'll like the full article before they click

Supporting articles

Titles displaying only the first 11 characters — users usually see the first 2 words, or about 11 characters
  1. Teaching an...

  2. The Pathway...

  3. 4 Reasons to...

  4. Secretary D...

  5. A Different...

  6. Know It 2 O...

  7. D.C. Public...

  8. Look and Li...

  9. 15 Principals,...

  10. How We've I...

Titles as posted online
  1. Teaching and Leading at the 5th International Summit on the Teaching Profession

  2. The Pathway to Success at King/Drew Magnet High School

  3. 4 Reasons to Apply for the 2015 President's Education Awards Program

  4. Secretary Duncan: "Step Up and Fund Education"

  5. A Different Approach to NCAA Bracketology

  6. Know It 2 Own It: Helping People with Disabilities Access Middle Class Careers

  7. D.C. Public School Students Celebrate Their Creativity and Knowledge in the Arts at ED

  8. Look and Listen: 10 Reasons Why We Can't Afford to Cut Education Funding

  9. 15 Principals, One United Voice

  10. How We've Improved the Customer Experience for ED's Grant Opportunities

Titles as posted online with the most vital, information-conveying words in bold
  1. Teaching and Leading at the 5th International Summit on the Teaching Profession

  2. The Pathway to Success at King/Drew Magnet High School

  3. 4 Reasons to Apply for the 2015 President's Education Awards Program

  4. Secretary Duncan: "Step Up and Fund Education"

  5. A Different Approach to NCAA Bracketology

  6. Know It 2 Own It: Helping People with Disabilities Access Middle Class Careers

  7. D.C. Public School Students Celebrate Their Creativity and Knowledge in the Arts at ED

  8. Look and Listen: 10 Reasons Why We Can't Afford to Cut Education Funding

  9. 15 Principals, One United Voice

  10. How We've Improved the Customer Experience for ED's Grant Opportunities

Re-written, front-loaded titles displaying only the first 11 characters
  1. Internation...

  2. Magnet Scho...

  3. PEAP: Reaso...

  4. Ed Funding,...

  5. NCAA Bracke...

  6. Disabilitie...

  7. DC Art Stud...

  8. Funding Cut...

  9. 15 Principals,...

  10. Get Grants:...

Entire re-written, front-loaded titles — with word and character count for each title
  1. International Summit on Teaching           (4 words, 32 characters)

  2. Magnet Schools: King/Drew Success           (4 words, 33 characters)

  3. PEAP: Reasons to Apply           (4 words, 22 characters)

  4. Ed Funding, Equitable Spending           (4 words, 30 characters)

  5. NCAA Bracket: Academic Final Four           (5 words, 33 characters)

  6. Disabilities & Middle Class Careers           (4 words, 35 characters)

  7. DC Art Students Exhibit at ED           (6 words, 29 characters)

  8. Funding Cuts We Can't Afford           (5 words, 28 characters)

  9. 15 Principals, One Voice           (3 words, 24 characters)

  10. Get Grants: How to Apply           (5 words, 24 characters)

Total: 44 words, 290 characters
Each title averages: 4.4 words, 29.0 characters

See also: