Answer: to help with Google search engine optimisation. The repeated words are usually search phrases.
But it’s not always great practice. I tell people not to use the same phrase in both.
Readers find it repetitive, and Google may penalise you for ‘keyword stuffing’ – or over-using the same phrase.
It’s better to use different key phrases in each. For example, if we were writing a post about our copywriting course, we might use ‘copywriting jobs’ in the heading; and then ‘copywriting course’ and ‘content writing jobs’ in the first sentence.
This provides Google with three search phrases, and prevents the content boring the reader.
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