In newspapers and magazines, headlines serve the same purpose as a store's logo on its window, wall, or door. They are meant not only to inform of what's inside, also to lure in. Headlines on the Internet do the same inform and draws the reader into the story. Online and print headlines are similar in that they've got to grab the reader's attention and sum up the story in just a few words. Headlines need to contain keywords that turn up in search engine results and in social media searches. On a blog and on many news websites, headlines not only appear at the top of stories. These headlines continue to tell and sell the story, reminding readers what they might have missed. Sometimes two headlines complement one another. The main head gives the basics and pulls the reader in. The secondary head or deck expands on the first deck but without repeating words or ideas.