Write killer headlines for Google and your neighbor. But how?

Here’s an example from NPR…

…with an answer:

1) Google sees what sounds like a story that arouses curiosity.
2) Once you’re on the page, you see a shorter punchier headline.
3) When you write headlines, pay attention to the first words. They matter.

Of course, when you write for Google, you always write for people. But you use different words when you want the attention (via Google search results) as opposed to when you have the attention of the reader.

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