News articles need discoverability without resorting to clickbait. SEO titles and meta descriptions help readers find your journalism through search engines while maintaining editorial standards. The challenge is balancing keyword optimization with accurate representation—and staying under character limits so your titles display fully in search results.
How Do SEO Titles Differ From Print Headlines?
Print vs. SEO Headlines
| Element | Print Headline | SEO Title |
|---|---|---|
| Context | Reader has page context | Reader only sees search result |
| Cleverness | Puns and wordplay work | Clarity over cleverness |
| Keywords | Optional | Essential, front-loaded |
| Length | Flexible by design | Under 60 characters |
| Specificity | Can be vague with teaser | Must answer search query |
The 60-Character SEO Title Formula
Formula: [Primary Keyword] + [Specific Detail] + [News Hook]
SEO Title Examples
| ❌ Print-Style (Won't Rank) | ✅ SEO-Optimized |
|---|---|
| "A Surprising Discovery" (26 chars, no keywords) | "Cancer Drug Shrinks Tumors 60% in Trial" (40 chars) |
| "Changes Coming to the Office" (29 chars, vague) | "Google Ends Remote Work, Requires Office Return" (48 chars) |
| "City Officials Under Fire" (25 chars, generic) | "City Ignored Safety Violations for Years: Investigation" (56 chars) |
SEO Title Checklist
- ☐ Under 60 characters (Google truncates longer titles)
- ☐ Primary keyword in first half (search engines weight early words)
- ☐ Specific names, places, numbers (what people actually search)
- ☐ Accurate representation (no clickbait or sensationalism)
- ☐ Location when relevant (local searches include place names)
Meta Description Template (155 Characters)
Formula: [Key Fact] + [Context/Impact] + [Call to Read]
**Template:** [Most compelling fact from story]. [Why it matters or who's affected]. [What reader will learn]. **Example:** Teachers spend $500+ yearly on classroom supplies as school budgets shrink. Inside the funding crisis affecting 3 million educators. (131 chars)
Meta Description Do's and Don'ts
| ✅ Do | ❌ Don't |
|---|---|
| Front-load compelling info | Start with "This article discusses..." |
| Use active voice, present tense | Use passive voice |
| Include secondary keywords | Keyword-stuff unnaturally |
| Add call to action ("Learn," "See," "Find out") | Leave vague or incomplete |
| Stay under 155 characters | Let Google truncate your description |
Keyword Research for News
Quick keyword research process:
- List synonyms: "student loan forgiveness" vs. "student debt cancellation" vs. "education loan relief"
- Check Google Trends: See which terms have higher search volume
- Review related searches: Bottom of Google results shows what else people search
- Use the popular term: "Student loan forgiveness" has 10X more searches than alternatives
Balancing SEO and Editorial Standards
Never compromise accuracy for clicks:
**❌ Clickbait:** "Miracle Drug Cures All Cancer" (false, sensational) **✅ Accurate SEO:** "New Cancer Drug Shrinks Tumors in 60% of Patients, Study Finds" (accurate, optimized)
Test: If someone clicked your SEO title, would they find what they expected? If not, revise.
Frequently Asked Questions About News SEO
Should SEO title match the article headline?
They can differ. Print/web headline can be clever; SEO title (the <title> tag) should be keyword-optimized. Many CMS platforms let you set these separately. The SEO title appears in search results; the headline appears on the page.
How important are meta descriptions for news?
Very—they're your pitch in search results. Google may generate its own snippet, but a good meta description increases click-through rate by 5-10%. Write them for every article.
Do I need to include publication name in SEO title?
Google often appends it automatically. If you add it manually, keep it short: "- NY Times" not "The New York Times." This eats into your 60-character budget.
How do I optimize breaking news quickly?
Start with keyword-rich title, refine later. "[Event] Happens in [Location]: What We Know" is a solid breaking template. Update title as story develops and you have more specific details.
Can AI help write news SEO titles?
Yes, AI tools like River's SEO Headline Generator create optimized titles. Input your article topic and key facts, and the AI generates multiple title options under 60 characters with keywords front-loaded. Always verify accuracy before publishing.
SEO titles increase discoverability without compromising journalism. Use River's SEO Headline Generator to create optimized titles that rank while maintaining editorial integrity.