How to create a good SEO hook
8 - Writing a Good SEO Hook
First things first: what is a hook?
In copywriting and marketing terms, a hook is a title or opening line that’ll get people reading or clicking on your article, and make them interested in what you have to offer.
It’s one of the first few sentences that could make or break your article.
A reader either reads it and says, “I’m intrigued, I want to learn more,” or says, “This is not for me,” and skips your article.
Even social media videos have a hook. Those first 3 seconds at the start of a video make you either hold on for a second and continue watching or scroll through until you find another video. In writing, it’s the same. A hook holds the same level of importance.
Bad hook = no click / no reads
How to create a good SEO hook
There are several ways to create a good SEO hook:
- Speak directly to the reader (i.e. use you)
- Keep your headlines to the point. The best headlines don’t need to be witty, clever, or complex
- Mention a startling but relevant statistic to grab the reader’s attention
- Ask a question that the reader will want to know the answer to (e.g. what is the first step to choosing a travel management company?)
- Go against the grain and make a surprising statement (e.g. you probably thought XYZ,
but we’re here to tell you that this common approach is wrong) - Form an emotional connection with your reader to win their attention.
Let’s have a look at an example...
Consider this headline:
“How to boost staff retention in the healthcare sector”
It’s not bad, but it’s not engaging enough. Let’s improve it with three simple steps.
1: Use numbers and strong words
“How to boost staff retention in the healthcare sector”
→ “3 proven methods for boosting staff retention in the healthcare sector”
Step 2: Add some heat!
“3 proven methods for boosting staff retention in the healthcare sector”
→ “3 proven methods for transforming staff retention in the healthcare sector”
Step 3: Be ruthless when it comes to concision
“3 proven methods for transforming staff retention in the healthcare sector”
→ “3 proven methods for transforming staff retention in healthcare”