A small-scale rule of thumb. This article will land much better with a concrete example, but I am drawing a blank here, so you gotta just blindly trust my say so!
I think the headline doesn’t convey the substance of the article
I see two reasons this could be: a) either it is by design, so people click and read it, or b) he couldn’t figure out a good and short title that conveys the article. So in other words either clickbait or skill issue. :D (I’m just joking here!)
I see two reasons this could be: a) either it is by design, so people click and read it, or b) he couldn’t figure out a good and short title that conveys the article. So in other words either clickbait or skill issue. :D (I’m just joking here!)