Marketing is all about convincing the targeted customer to realize the satisfaction in the product being presented before him and so, the marketer must be able to create a good first impression that will play with the emotions of the potential customer.
Unlike the offline marketing where the products are chosen by the potential customers from the shop shelves according to their tastes from the variety of the similar products, online marketing rely on the search engines results according to the searches by the online shoppers/internet users.
In order for the product getting promoted to get the attention of the targeted customer, the website offering the promotion of the particular product must have content that is rich in the key words that are likely to be used by the customers who are searching the web for the particular product.
Anyway, the challenge is that most of the potential customers do not really know what they are searching for and could be ready to take anything that is relative to the solution they are searching for to fix a given problem.
This is where the appealing headlines in posts play a very important role besides the quality content that helps in the high ranking of the sites in the SEO requirements. The appealing headline can be the main determinant on how many the post will attract the clicks to the main content of the post, by making the internet user believe that the post with the appealing title is the one that is holding the content he is searching for.
The great marketers tend to be great content creators too, because they would always create the post titles with the very view of the targeted customer and what he will be looking for from among the millions of other similar products.
This also answers the question, where some websites rank high in the search engines and yet attract only few visitors. The main reason being that; the potential visitors pick on other appealing title, ending up to the competing site.