When it comes to press release headlines, short is better, a research brief by Schwartz Communications found recently.
Most SEO specialists suggest headline lengths of 65-70 characters in order to pass muster for inclusion in Google News. Yet 77% of 16,000 Business Wire press releases reviewed by Schwartz exceeded that recommendation. Here’s how headline character counts broke down:
23% were 65-70 characters: IDEAL
24.3% 70-100 characters
24.8% 101-150 characters
15.1% 151-200 characters
10.8% 201-300 characters
2% 300+ characters 65
In a “headline showdown,” Schwartz reviewed datelines to determine which cities hosted the SEO savviest press release headline writers. “Based on our analysis, Chicago, New York and Philadelphia produce the highest percentage of news releases that are under the 66 character limit,” the report found.
Schwartz also took a look at buzzwords in headlines and found that 86% of news release headlines are buzzword free.
You can download the report on the Schwartz website.