In journalism, a headline indicates the subject matter of an article. It is often the first thing that a reader sees on a newspaper page and can have a great impact on whether or not the story gets read. News headlines should be short, free of clutter, and offer something insightful — a bit of “Google Juice” that can encourage a reader to click through and read the entire article. Blog headlines, on the other hand, can be more conversational and casual but should still contain keywords and formats that intrigue readers to click through.
For example, using an evocative verb in a headline like “Court rules for reporter accused of lying” can make the reader want to learn more about the case and why it is being decided in this way. By the same token, a headline that sounds rushed or off-the-cuff can make readers lose interest and turn away from your story.
The noun “headline news” has two different meanings, as listed in the Oxford English Dictionary (OD). The first is an all-news television broadcast in a format similar to that used by radio stations. The second is a short paragraph or ad that is designed to attract attention, often in a tabloid newspaper.
Headlines are usually written in a style called headlinese, which is adapted to meet strict space requirements, such as dropping articles (a, an, and the) and avoiding forms of the verb to be. They should be written in present tense, although they may refer to past events. Generally, it is better to use the full first name or both initials of people mentioned in the headline rather than just the first initial; this helps prevent jarring changes in personal pronouns throughout a piece.