Headlines, Titles and Nano Content

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

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
Under 50 total characters
Brief is best

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:

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).

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

Headlines displaying only the first 11 characters — users usually see the first 2 words, or about 11 characters

Headlines displaying the first 60 characters — Search engines show about 60 characters

Headlines as posted online

U.S. Department of Education Announces Action to Help Colleges Keep Campuses Safe
States Continue Progress During Second Year of Race to the Top
Statement from U.S. Secretary of Education Arne Duncan Regarding the Decision in Vergara v. California
U.S. Department of Education Announces $75 Million GEAR UP Competition
U.S. Department of Education Releases Guidance to Improve Educational Outcomes of Children and Youth in Foster Care
Statement from U.S. Secretary of Education Arne Duncan on the passing of Maya Angelou
Statement from U.S. Secretary of Education Arne Duncan on the shootings near University of California, Santa Barbara
U.S. Department of Education Announces $75 Million First in the World Competition
Statement of U.S. Secretary of Education Arne Duncan on the Strong Start for America's Children Act Approval by the Senate HELP Committee
U.S. Department of Education Issues Guidance on Obligations of Charter Schools to Comply with Federal Civil Rights Laws

Headlines as posted online with the most vital, information-conveying words in bold

U.S. Department of Education Announces Action to Help Colleges Keep Campuses Safe
States Continue Progress During Second Year of Race to the Top
Statement from U.S. Secretary of Education Arne Duncan Regarding the Decision in Vergara v. California
U.S. Department of Education Announces $75 Million GEAR UP Competition
U.S. Department of Education Releases Guidance to Improve Educational Outcomes of Children and Youth in Foster Care
Statement from U.S. Secretary of Education Arne Duncan on the passing of Maya Angelou
Statement from U.S. Secretary of Education Arne Duncan on the shootings near University of California, Santa Barbara
U.S. Department of Education Announces $75 Million First in the World Competition
Statement of U.S. Secretary of Education Arne Duncan on the Strong Start for America's Children Act Approval by the Senate HELP Committee
U.S. Department of Education Issues Guidance on Obligations of Charter Schools to Comply with Federal Civil Rights Laws

Re-written, front-loaded headlines displaying only the first 11 characters

Entire re-written, front-loaded headlines — with word and character count for each headline

Campus Safety: New Initative Announced (5 words, 38 characters)
Race to the Top 2nd Year Progress (7 words, 33 characters)
Vergara v. California: Secretary's Statement (5 words, 44 characters)
GEAR UP $75 Million Competition (5 words, 31 characters)
Foster Care Guidance for Education Released (6 words, 43 characters)
Maya Angelou's Passing: Secretary's Statement (5 words, 45 characters)
Shooting Near UC, Santa Barbara (5 words, 31 characters)
First in the World Competition (5 words, 30 characters)
Pre-K Program Approved by Senate HELP Committee (7 words, 47 characters)
Charter Schools & Civil Rights Guidance Issued (6 words, 46 characters)

Total: 56 words, 388 characters
Each headline averages: 5.6 words, 38.8 characters