Rylan Miller, contributors editor at Business Insider, spoke with UNC-Chapel Hill editing professor Andy Bechtel about how the business news website operates, including its headline philosophy.
Here is an excerpt:
Q. Headline writing for digital media is seeing a shift from SEO to “shareability,” as demonstrated by sites like Upworthy. What is Business Insider’s approach to headline writing?
A. One of our editor’s mantras is that headlines should “get clicks without being annoying.” It’s very easy to tease someone into reading a story online—I’m sure we’ve all fallen for the “7 Things That Will Completely Change Your Life” headline at some point.
But when you actually read the article and see that the headline is hyperbole, skewed, or a flat-out lie, you start to resent that publication. I think BI does a great job of getting people interested while also delivering a great story.
As a site that does breaking news, features, photo-centric slideshows, videos, syndication, and now longform, there really isn’t a magic formula for how we write headlines. Above all, we consider the reader and what he or she should know immediately before we think about SEO and “shareability.”
If a headline isn’t working for us, we can change it. The priority is still focusing on writing (or in my case, choosing) excellent stories that are worth sharing in the first place, and then pulling out the most interesting nugget or angle for the headline.
Read more here.
