I Was Trying To Write About Tools To Help You Write Good Headlines. Instead, I Stumbled Into This Confusing SEO Find.

03 Jun

I Was Trying  Write About Tools to Help You Write Good Headlines. Instead, I Stumbled Into This Interesting SEO Find.

Emotional Marketing Value Headline Analyzer Tool – This free headline analyzer is offered by the Advanced Marketing Institute. This tool takes the copywriting approach of utilizing emotion to compel consumers. You can submit up to 20 words and choose one of several different industries and your headline will be analyzed and scored to determine it’s Emotional Marketing Value (EMV). The score is out of 100 and based on the number of EMV words in relation to the total number of words. It also breaks down which emotion (Intellectual, Empathetic, or Spiritual) your headline impacts. I suppose this could be useful when it comes to thinking about your target audience.


I did a test, of an unemotional possible title for this article I was initially trying to write: “Writing A Title That Helps You Rank on Google” and I choose the “business and professional services” industry option, and got a score of 22.22% EMV (which is again the percent of EMV words used in the headline), The site explains. “To put that in perspective, the English language contains approximately 20% EMV words. And for comparison, most professional copywriters’ headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.”

Now I thought being able to tell a heading was intellectual, empathetic, or spiritual would be pretty easy. My title was obviously intellectual, except maybe the word “helps”.


They determined my title “appealed equally to people’s empathetic and spiritual sphere’s.” They define spiritual words as “words that have the strongest potential for influence and often appeal to people at a very deep level.” Sounds like I should get more points for those words!


Anyways here’s the full analysis they provided me:

Have you given this tool a try? If not do so and let us know your results. And please share whether you think this could be a useful tool or not.

I plan on using other tools to test their rating for each of these headlines  see what advice I get and compare it to one I know ranks. I hope to see what tools agree on whether the heading is good or not and if they are useful in predicting likelihood to rank. For my “good heading”, I’m going to Google that same headline I entered and I’m going to choose the title of the top organic result to find out which tools gave good scores to a title we know ranked. But also keep in mind, there are a lot of other SEO factors at play in what causes something to rank.

So I entered my query ”Writing A Title That Helps You Rank In Google” and was surprised by the first organic result: ”Page title optimization – the Holy Grail – Search Engine Watch Search …

The Surprising Number 1 Ranked Article

It’s really weird this title came up first for a lot of reasons. We are told we should write headlines in Title Case, and the metadata of the site must be a little off because the website name, Search Engine Watch started to repeat itself (this is just a guess, I’m not into a lot of the technical parts, if anyone knows the answer to that please comment) and I believe writing a title longer than it will fit is also frowned upon. Honestly, it already made the article look spammy before opening it (it looks better when you click it). I think the website’s domain name also helped it rank better (Google has become REALLY good at understanding and connecting topics even as complex as this, so it connected the website called Search Engine Watch as a factor in my query when I’m looking up ranking in Google. Anyways, I return to the above tool and test  “Page title optimization — The Holy Grail.” But I decided also to get the second-ranked article and it’s more like what I expected, “How to Write a Strong SEO Title Tag that Google Will Love- Wix.com


“Post title optimization the Holy Grail – Search  Watch Search” for 27.27% EMV and was primarily empathetic. I decided to try removing the domain since we are testing titles, so I changed it to, “Page title optimization the Holy Grail” and it was scored 33.33% with the words about equally empathetic and intellectual.


“How to Write a Strong SEO Title Tag that Google Will Love- Wix.com” got 15.48% EMV and without the -Wix.com got 16.67% EMV and both were found to be intellectual and spiritual.



I was still stuck on what ranked first though, and this became a different article. I decided to check the metics on the domain from this tool, The HOTH Bulk Moz Domain Authority Checker. It says it will “Discover the Domain Authority for multiple URLs from a single domain or compare multiple URLs from different domains.”

I decided to get metrics on the entire domains and the pages that ranked.You’ll see what ranked first had a lower overall Domain Authority (DA), a lower Page Authority. But the page had 24 more backlinks, and for all intents and purposes about 12% more Emotional Marketing Value. I have a hard time believing, especially with a poorly formatted title and still a lower EMV than a copywriter should get that that made the difference. So does Search Engine Watch know what the holy grail really is? Do backlinks really way so heavily that a poor title and a 10% lower Moz Rank Scale (which is  based on numerous factors) that 24 backlinks is really all it took.


To be fair, to get backlinks the white hat way, people had to have clicked the title, and linked to it.


Please let me know what you make of all  this in the comments! I’m working on a poll of just who would click each title. But, what’s affecting ranking here? Are backlinks really that much more important than everything else?


And what do you think of the title that ranked first. “Page title optimization – the Holy Grail – Search Engine Watch Search …”. Am I wrong thinking this goes against everything I’ve learned in optimization? Or is this simply a fluke as Google continually evolved?

Just talk to me about any of it!

Shannon Murphy

Shannon was born in Upstate NY and received her B.S. in Behavioral Neuroscience form Northeastern University. She has worked as a digital marketing freelancer for over 3 years for several different agencies and freelancing before starting her own small start-up agency, Murphy Strategic Marketing.

1 comment

  1. Seo Hero | August 11, 2019 at 1:39 am

    And the majority of them are utilizing search engines.


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