Article titles on corporate websites directly determine whether users will click to read and influence how search engines judge the content. However, in practice, many businesses encounter various issues in title writing, ranging from being too casual to over-optimization. Below are the 6 most common problems with improvement directions.
1. Title-Content Mismatch
This is a common but often overlooked issue. A title like "Complete Guide to Website Development Process" may lead to a body that mostly discusses development costs, or a title using a popular keyword may only briefly touch on the topic without in-depth explanation. Such titles not only disappoint readers but also increase bounce rates, and search engines may deem the content mismatched, affecting rankings.
Improvement Tip: After writing each title, read through the body to ensure the title accurately summarizes the core content. If the body covers a broad scope, the title can be moderately broad but should not mislead.
2. Keyword Stuffing, Unnatural and Stiff
For SEO, some titles force multiple keywords together, such as "Website Development Website Creation Corporate Website Builder Which Is Best," which sounds awkward and clearly signals over-optimization. This harms user experience and may be flagged by search engines as over-optimization, leading to negative effects.
Improvement Tip: Limit core keywords to no more than two, prioritizing smooth phrasing. For example, "What Are the Steps in Corporate Website Development" is more natural than "Corporate Website Development Steps Process Corporate Building."
3. Lack of Appeal, Too Bland
Many corporate website article titles read like manuals: "Checklist Before Launching a Corporate Website" or "Guide to Choosing Website Templates." While accurate, they lack a compelling reason for users to click. In a sea of search results, bland titles are easily overlooked.
Improvement Tip: Add pain points or value propositions appropriately, such as "5 Checks Before Launching Your Website to Avoid Penalties" or "3 Common Pitfalls When Choosing Website Templates." But avoid exaggeration and ensure compliance.
4. Titles Too Long or Too Short
Overly long titles get truncated in search results, hiding full information, while very short titles fail to convey the article's value. For example, "Attention" alone gives no clue about the content. It's generally recommended to keep titles between 15-30 characters (for Chinese) to ensure complete display without being verbose.
Improvement Tip: Simulate a search engine preview after writing to ensure key information isn't lost. If a longer title is needed, consider splitting it into a main title and subtitle.
5. Overusing Buzzwords or Exaggerated Terms
Some businesses use words like "shocking," "must-read," "most comprehensive," or "number one" to attract clicks. Such titles often annoy users and may violate advertising laws, risking removal or penalties. Once users find the content doesn't match the title, trust drops immediately.
Improvement Tip: Replace exaggerated terms with neutral ones like "detailed explanation," "common questions," or "practical tips." Titles can be engaging but must not deceive.
6. Monotonous Title Types, Lack of Variety
If all article titles follow the pattern "What Is XX" or "Benefits of XX," users may experience fatigue. Corporate websites should design varied title styles based on article type, such as list-style titles with "XX Checklist," comparison-style with "XX vs XX," or step-by-step with "How to XX." Diverse titles enrich the site's content.
Improvement Tip: Prepare several title templates in advance and adapt them flexibly to content. Also, observe title styles from similar websites but avoid copying directly.
Summary
Article titles on corporate websites must balance user reading experience, search engine understanding, and compliance. Avoiding the 6 issues above generally leads to qualified titles. Before publishing, ask yourself three questions: Is the title accurate? Is it appealing? Is it compliant? If all answers are yes, you can confidently publish.
