Above all else, you want your content to be easy to read and understand by casual Internet visitors. This means you don’t want to use complex words or phrasing, and you definitely want to keep your subtitles short and to the point. Remember that these titles break up and define your content, so they should serve as markers between paragraphs so the audience knows what they’re about to read.
It can be challenging to use two main keyword phrases, perhaps only a handful of keywords in all, in every subtitle and yet still keep presenting something new and fresh throughout the piece. Think of breaking your content up into definable parts, with your subtitles serving as breaks.
When you know how you’re going to present your content, it becomes a lot easier to present your SEO-focused subtitles. Always think of new ways to use your keywords to create interesting, engaging titles. The more attention you can draw to these important titles, the stronger your piece will be overall.
Focused SEO isn’t just about what the search engines want, because the search engines are really designed by their users. Think about the words those users are entering to find what they want, and take the time to find out which keyword phrases are popular on the Web when you’re creating your content.
Stick to two or three-word keyword phrases (two phrases, a total of six words, for each piece) and keep reinventing new ways to use these words within your titles. Create the content to match the titles, and suddenly you have a piece that’s highly optimized for the Web.
Search Optimization 
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