SEO (Search Engine Optimization) includes techniques (both editorial and technological) to ensure relevant content ranks well in search results on search engines. Good SEO calls for breaking--or at least re-examining--some established conventions of headline writing.
Consider these ways that headline practices and SEO needs collide:
Style issues. Conventional print headlines typically use last names only and abbreviations (in state names, for example). Good SEO includes spelling out any keywords that a user is likely to use in a search query.