Over the past twenty years (yes - Google is now twenty years old!), this shift from writing for human readers first to optimising for SEO (Search Engine Optimisation) has changed the way PR professionals approach headlines.

I was reminded of this recently during a conversation with a client who was concerned that the headline of a story we were working on was "a bit dull." Their point was that the headline didn’t have the wit or punch that might attract attention. 

I explained to them that, while clever headlines might have been the gold standard back in the day of analogue newspapers, today we need to strike a balance between SEO conventions and reader engagement. In fact, search engines are often the first "audience" your headlines need to impress.

In this blog, I explore why SEO-friendly headlines have become essential in commercial property PR, how to create them, and why traditional headline approaches - like puns or wordplay - might not always be the best choice in the digital landscape.

The changing landscape of headlines: from newspapers to search engines

In the past, headlines in newspapers were designed to grab the reader’s attention at first glance. Often filled with witty puns, creative phrasing, or clever wordplay, the goal was to spark curiosity and entice readers to delve into the article. These headlines worked because they were targeting humans exclusively, and the competition was sitting right next to them on the shelf in the newsagents. 

Think: “Super Caley go ballistic, Celtic are atrocious”, or “Floppy Johnson can’t get an election”.

Fast-forward to today, and we see a major shift. As more content has moved online, search engines have become the gatekeepers of visibility. Before a human reader even sees your headline, search engines like Google must crawl and index it. They do this by scanning for relevant keywords that help determine what your article is about.

If your headline doesn’t contain the right keywords, it’s unlikely to appear at the top of search results, which means it won’t be seen by your intended audience.

This shift means that, while it’s still important to write engaging headlines, your first priority is ensuring that they are SEO-optimised by targeting keywords that potential readers are likely to search for.

Why SEO-friendly headlines are crucial for PR in commercial real estate

In commercial property PR, headlines play a critical role in the success of your online content. They need to be both descriptive and SEO-friendly. Here’s why:

1. Search engine crawlers vs human readers: Search engines use algorithms to scan headlines and determine the relevance of your content based on the keywords you use. A clever or abstract headline may attract human attention but could fail to communicate the topic clearly to search engines. For example, a headline like "Office Space Boom" might be catchy, but a headline like "Commercial Office Space Sale in London" provides clearer context for both search engines and readers.
2. The power of H1 headings: In web content, your H1 heading is typically the most important on-page SEO element. It tells search engines what the page is about. Including targeted keywords -such as "commercial property" or "office space sale" - helps ensure your content is indexed correctly and shows up in relevant searches. Ignoring SEO conventions in H1 headings is one of the most common mistakes in web-based commercial property PR.
3. Balancing SEO and readability: While writing for search engines is essential, you’re ultimately still writing for people. This means striking a balance between optimising for SEO and ensuring the headline is still compelling for your audience. A well-optimised headline should communicate what the article is about while incorporating important search terms naturally.

Common mistakes in commercial property PR headlines

In an earlier blog on our Realiser platform, Common Mistakes in Commercial Property PR, I highlighted several pitfalls that professionals in this sector frequently encounter. Some of these mistakes are particularly relevant when it comes to writing headlines for digital PR. Here are a few to keep in mind:

• Overly vague or generic headlines: If your headline lacks specificity, it’s unlikely to rank well in search engines. For example, a headline like "Great city centre property deal" doesn’t convey enough detail. Instead, be specific: "New office letting in Manchester" is clearer and more searchable.
• Focusing too much on cleverness: While a headline like "A room with a view" may work in a newspaper, it doesn’t provide enough context for search engines to understand the article’s relevance. Avoid overly clever wordplay that sacrifices clarity and SEO performance.
• Ignoring keywords: Not including important keywords related to your industry, location, or property type can result in your content being overlooked by search engines. If in doubt, conduct keyword research to ensure you’re using the terms that your audience is actively searching for.
• Keyword stuffing: On the other hand, don’t overdo it. While it’s important to include keywords, they need to flow naturally within the headline. A headline like "Office Space Sale Office Space Lease Commercial Real Estate" is clunky, doesn’t provide value to readers or search engines and is quite likely to be penalised by Google.

How to create SEO-friendly headlines for commercial property PR

Now that we’ve covered the common mistakes, let’s look at how you can create effective, SEO-friendly headlines:

1. Keyword research is key: Start by identifying the keywords your audience is searching for. Use tools like Google Keyword Planner or SEMrush, to find high-volume, relevant keywords for your market. If you’re promoting a property sale, consider terms like "commercial office space for sale," "property lease in [location]," or "industrial real estate opportunities."
2. Address searcher intent: Your headline should reflect what people are searching for. If someone is looking to lease office space, a headline like "New office space for lease in Birmingham" will be more effective than a vague headline like "Big Property News!"
3. Use headline tags correctly: In web content, the H1 tag is the most important for SEO. Make sure that your primary headline includes the most relevant keywords for search engines, then use H2 and H3 tags to break up content and include additional keywords where appropriate.

Examples: Clever vs SEO-optimised headlines

To illustrate the difference between traditional, clever headlines and SEO-optimised ones, here are a few examples:

• Clever headline: "Grab a prime slice of the property pie"
  SEO-optimised headline: "Prime office space for sale in Central London"
• Clever headline: "Breaking new ground"
  SEO-optimised headline: "Work has begun on a new mixed-use property development in Manchester"

While clever headlines might draw attention in a newspaper, the SEO-optimised versions are more likely to attract clicks from search engines by clearly stating what the article is about.

Conclusion: SEO first, creativity second

The digital landscape has shifted the way we write headlines, especially in commercial property PR. While clever headlines once reigned supreme, today’s content needs to first pass the test of SEO optimisation. By prioritising keywords and writing for search engine crawlers, you can ensure that your content is visible and accessible to your target audience—before they even set eyes on it.

If you’d like to learn more about the common mistakes in commercial property PR, check out my previous blog, Common mistakes in commercial property PR.