Great newspaper headlines – like “Gotcha” or “Swedes 2, Turnips 1” – do not work online, it is said.
And there is a school of SEO thought that has reduced the art of headline writing to a mechanical process of stuffing in as many keywords as possible.
Good news: you do not need to do this. But to avoid it, while still attracting search-engine traffic, you need to understand that online articles can have FIVE headlines.
Once you understand how each one works, you can tailor your headlines accordingly. So you can write brilliant ones at the top of the page while the alternative versions are written to do well in search engines.
This is the intro of a great article about SEO headlines at journalism.co.uk