The New York Times looks at how news organizations, recognizing that 30 percent of readers get to their sites via search engine results, are making headlines more search engine friendly. From the article: "Some news sites offer two headlines... One headline, often on the first Web page, is clever, meant to attract human readers. Then, one click to a second Web page, a more quotidian, factual headline appears with the article itself..."

Hub Contributor Paul Conley points to a post of his on the the trend from a few months ago and agrees with two-tiered headline approach: "As for me... I still like the short and pithy concept. And I'd suggest that B2B journalists adopt the two-tiered approach used by the BBC. Use the hedes on the home page to attract humans, and use the hedes on the article page to lure bots..."

Also see Steve Yelvington's post on the subject for his thoughts on the impllications of local vs. non-local search results. On clever headlines: "I learned a long time ago -- and learned the hard way -- that a dull, boring, but informative and accurate label beats the socks off a cute pun when it comes to driving clickthrough in an interactive context..."