• Contains your Specific Keyword at least once. Try to include an important General Keyword, too (different from the one you used in your Title).
• No longer than 80 characters, 40 is better. Long headlines feel rather "hypey."
• Helps to "get the click" -- so make sure it's attractive, without being misleading
• Does not contain your Title. Otherwise, if the engine uses your H1 tag, your listing and H1 tag will both say the same thing... needless repetition.
A good strategy... Take your META description tag and chop it into two pieces... part for the headline and part for the opening paragraph of your body copy.
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