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Writing headlines on your own Web siteDon't start every single one with your organization's name
Here are some excerpts from Jakob Nielson's latest alertbox on the topic:
The guidelines for writing microcontent, such as links, headlines, and page titles, have been very clear:
- Start with highly information-carrying words, because users often scan only the beginning of a content container.
- Avoid starting with your company name on your own site.
Every news item starts with the words "Highway Holdings," which raises two key problems:
- The news is about this company, on its own homepage, making the repetitive use of the company name largely uninformative and a waste of extraordinarily precious real estate (each list item's first two words).
- Starting all links with the same words makes the choices harder to differentiate, and thus harder to use.
When to Frontload the Company Name
- Start search engine links with your company name when both of the following conditions hold:
- The link appears as a hit for queries that typically produce a SERP (search engine results page) that's full of junk links.
- You have a widely recognized and well-respected company name.