Neil Patel emphasizes starting with the title, using proven headline patterns (“How to…”, list posts).

KZ headline guidelines

1. Start with 3 title options (don’t write the draft yet). 
2. Choose the one with the clearest outcome or promise. 
3. Do not overpromise (avoid clickbait you can’t deliver). Google’s people-first guidance warns against content created mainly for search manipulation rather than reader value. 

Headline formulas that work for agency topics

• How to + outcome (most reliable)
  Example: “How to Redesign Your Website Without Losing SEO Traffic” 
• Checklist / template (high utility)
  Example: “Website Redesign SEO Checklist: Steps to Protect Rankings During Launch” 
• Mistakes we see (experience-based)
  Example: “7 WordPress Security Mistakes We See (and How to Fix Them)” 
• X vs Y (comparison intent)
  Example: “Webflow vs WordPress: Which Is Better for SEO in 2026?”