Many business owners and marketers pour their heart and soul into the creation of content meant to promote their brand, keeping in mind Google's preference for high-quality content that is helpful, informative and engaging for web users.

In the quest to come up with compelling content, the title or headline often becomes a mere afterthought. But it's not enough to simply compose a headline that would grab web users' attention — in fact, this headline needs to be every bit as optimized as the body of text that follows it.

With a great title, people will be more motivated to click on your article, which means better click-through rates. When you're getting good traffic to your website because people are finding their way there thanks to your headlines, Google receives important user engagement signals — it learns that your site is a good quality one, and that does much to help your other web pages get better positions on search engine results pages.

So how do you create effective headlines? It pays to learn about driving consumer engagement — tapping the emotions to arouse emotions that will push people to take action. For the benefit of businesses in Scottsdale, SEO experts share the following headline writing tips that can draw web users' eyes directly to your content and encourage them to click:

1. Teach them how to accomplish something.

People come to Google to find information that they need all the time — in particular, instructions for tasks that they have to do. Your content should help present you as an authority in your field that can be counted on to provide clear, helpful instructions for specific tasks. So write how-to headlines: How to Nip Pest Infestations in the Bud, How to Choose a Good Dentist in (Your Location), How to (Do Something) in (Year).

1. Make a list.

People are drawn to content that is easy to read, such as articles that conveniently list down important information. List headlines for articles focusing on relevant interest and concerns are sure to attract web users. Examples: (X) Way to (Do Something), The Top 10 (X), (X) Important Rules for (X).

1. Play on people's concerns or fears.

Web users will naturally be interested in articles that explore issues that they may feel threatened about because they are motivated to learn more or become alerted to possible solutions. Write headlines such as: (X) Warning Signs of (X), (X) Things (someone You Trust) Won't Tell You, The Shocking Truth About (X), (X) Mistakes to Avoid When (X).

1. Promise to make people's lives better.

Self-improvement is a big thing for internet users. Content that helps people find better ways to enhance their experiences or make everyday tasks better is always a big hit. Create headlines like: (X) Simple Shortcuts for (A Difficult Task), (X) Ways to Simplify Your (X), A Cheat Sheet for (X).

1. Drop a name — an impressive one.

Finally, famous personalities or brands always drum up interest and are sure to get people clicking on your content. Mention important names within your industry in your titles, such as: Be (X) Like (Famous Person): (X) Simple Tips, Secrets of (Famous Brand), What (Person or Brand) Can Teach Us About (X).