Why? Because it's what grabs the attention of the reader. It's the one thing that determines if the reader is going to continue to read. The title has to grab attention of the people that are most likely to buy from you...or take other action.
If the title is misleading, vague, hard to understand, or boring...your article, video, or ad will never be seen by the people most likely to buy from you.
So...you need a way to create titles of your content that will attract the attention of your buyers. Usually, this takes the form of a question (about what you sell) that is commonly asked before they buy.
Now, where do you find those questions? Search terms. People often do a search in the form of a question...for example "What's the best scented candle?" or "Do scented candles aggravate allergies?". Sometime s the search term is in the form of a complete sentence, sometimes just a few words.
Today, I found this tool. It's free. I'm not an affiliate. It was recommended by a marketing friend.
It's called Answerthepublic.com.
I went on the site and searched for a common term in my niche. It displayed hundreds of questions used in searches....mostly in question form.
If you are in the content business. If you create videos, articles, blog posts, or content on your websites....this tool will give you titles that will get seen by your buyers.
I just read my post here. It reads like an endorsement. I don't know the owner of the site. I have no vested interest in the site's success. I just thought it would be a useful tool to make coming up with titles easier.
Hope it helps.