By Sean Platt of Ghostwriter Dad

No one has championed the use of killer headlines more than Brian Clark. His advice on what makes for a compelling headline is gospel to many in this latest wave to crash across the copywriting shore. It’s impossible to argue – magnetic headlines invariably lead to more clicks, more conversions, and more clients clamoring for your content.

But what about when your words have turned to whisper, and your old posts have been left to whither upon the WordPress vine?

When you first craft a piece of killer content, you want as many eyes on it as possible. Initially, it is a bloggers primary goal to gather as many links and as much traffic as they possibly can. This is the purpose of a killer headline. Bloggers are thirsty for quality content to link to. Finding fabulous material makes them more valuable to their audience, and with the current retweet renaissance, a quality headline can gather clicks like candy on Halloween.

But once the hurry and flurry of fresh content is finished, and the half-life of your copy is a long way from from reaching the tip of the long tail, the smart blogger can reevaluate their headline to determine if they are truly doing what’s best for their content.

Readers may love magnetic headlines, but Google doesn’t give a grin or a giggle. Tweaking your old headlines to target search engine traffic might be the smartest thing you can do.

So how do you do it? Read more »