Fred Faulkner has a nice post on writing for the web . His post was inspired an article by Steve Lohr from the New York Times on how newspapers are experimenting with their headlines to make them more search engine friendly.BA webmaster
…Newspapers are experimenting with their headlines to make them more search engine friendly. Some are going through the practice of using two different headlines for articles. The “marketing one” where it grabs the readers’ attention from the main news page and a more SEO one that is published on the deeper article location, which is more likely to be picked up as the link in search engine results.
In addition to providing some tips himself, Fred recommends Nick Usborne’s Net Words: Creating High-Impact Online Copy and Content Critical: Gaining Competitive Advantage through High-Quality Web Content by Gerry McGovern and Rob Norton.