We report direct single-laser excitation of the strictly forbidden (6s2)1S0 <--> (6s6p)3P0 clock transition in 174Yb atoms confined to a 1D optical lattice. A small (approximately 1.2 mT) static magnetic field was used to induce a nonzero electric dipole transition probability between the clock states at 578.42 nm. Narrow resonance linewidths of 20 Hz (FWHM) with high contrast were observed, demonstrating a resonance quality factor of 2.6 x 10(13). The previously unknown ac Stark shift-canceling (magic) wavelength was determined to be 759.35 +/- 0.02 nm. This method for using the metrologically superior even isotope can be easily implemented in current Yb and Sr lattice clocks and can create new clock possibilities in other alkaline-earth-like atoms such as Mg and Ca.

We present non-standard optical Ramsey schemes that use pulses individually tailored in duration, phase, and frequency to cancel spurious frequency shifts related to the excitation itself. In particular, the field shifts and their uncertainties of Ramsey fringes can be radically suppressed (by 2-4 orders of magnitude) in comparison with the usual Ramsey method (using two equal pulses) as well as with single-pulse Rabi spectroscopy. Atom interferometers and optical clocks based on two-photon transitions, heavily forbidden transitions or magnetically induced spectroscopy could significantly benefit from this method. In the latter case these frequency shifts can be suppressed considerably below a fractional level of 10 −17 . Moreover, our approach opens the door for the high-precision optical clocks based on direct frequency comb spectroscopy.