Your headline makes a big difference between an article that gets read and one that gets ignored. Effective online titles have some things in common with good print titles, but there are some important differences. If you don't know what you're doing, a cleverly titled print article could turn into a wallflower online. Here are seven ways to keep that from happening.

Don't get too cute. In a magazine or print ad, a title can be clever and witty. But online, it better be straightforward. Why? Because people won't type in your clever phrase when searching for your article on the Internet. They'll type in the basics. So while it might seem boring, stick to a simple phrase that signals exactly what the reader will find in the body of the article.

Include your keyword. Keywords drive search results. You should use a relevant keyword in your title-something that people would actually type into Google when searching for information like what's in your article. I've used three in the title above: "writing," "headlines" and "online." Anyone looking for information on how to write headlines for an online audience is likely to type those words into a search engine.

Keep it short and specific. Your title should be ten words or less. Online readers have limited attention spans. They may be scanning a list of hundreds titles or links, with only split seconds to decide which articles to read. If your title is long and bulky, they won't pick up the gist of it while they scan. Write a title that can be understood in a glance, and you'll get more attention.

It should make sense out of context. Your title should stand alone and make sense no matter where it is. Your article isn't in a magazine full of articles in related topics; it's online, where anything can be linked next to anything else. Readers might be looking at a list of unrelated articles on an article directory's home page, a collection of links from a search you've just run, or some other list of unrelated content. Your headline needs to say exactly what your article is about, without any creative phrasing that doesn't make sense outside of context.

Include a compelling verb. Build. Grab. Sell. Get. All power verbs: short, concise, one syllable and only about five words. These verbs say action! And they draw readers in like crazy. Water down your title with verbs like Construct, Capture, Promote, and Acquire, and you won't get much attention online.

It's all in the numbers. Many online articles are written in list format. This format is especially effective on the web because it allows for many bold sub-heads-all the better for hurried, scanning readers-and it offers hurried readers an attractive, manageable list instead of a big block of text they might have to sort through. Advertise this by using the numbers in your title. "Seven Ways to Make a Living From Your E-Book" is a more attractive title than "How to Market Your Ebook."

Your content should live up to your title. Now that you have your power title, don't disappoint your readers with your body content. Your title just draws them in; the body is where the real game starts. Many articles offer weak tips and non-specific advice, despite strong headlines. If you do that, it's unlikely readers will click on the links to your site or get interested in doing business with you. Give valuable, specific, well-researched advice-just like your headline promises. If you can deliver, you'll be paid back in new business and traffic.