1. A computer implemented method for suggesting headlines, comprising: training a machine learning topic model using search logs and historic click through data to account for the potential of a word in a headline to induce a click; receiving, at a computing device, an input of a headline and an article associated with the headline; determining, by a computing device, a topic associated with the article and headline; determining a plurality of words associated with the topic; inputting each of the plurality of words associated with the topic into the trained machine learning topic model to determine a topical click value for each of the plurality of words; and recommending at least one word of the plurality of words having a higher topical click value compared to other words among the plurality of words.