Headlines in newspapers and magazines were once written with readers in mind, to be clever or catchy or evocative. Now headlines are just there to get the search engines to notice
People who worry that Web headlines dumb down public discourse are probably right. But some of the classics would still work. Remember “Headless Body in Topless Bar,” perhaps the most memorable New York Post headline ever? It’s direct, it’s descriptive, and it’s oh-so-search-engine-friendly.