Humor can be a powerful tool to engage your readers, boost your SEO rankings, and make your content stand out. But it can also backfire if you use it inappropriately, insensitively, or excessively. How do you avoid offending or alienating your readers with humor in SEO copywriting? Here are some tips to help you strike the right balance and tone.
The first rule of humor is to know who you are writing for and what they find funny, relevant, and respectful. Different audiences have different preferences, expectations, and sensitivities when it comes to humor. For example, what works for a young, tech-savvy, and casual audience may not work for a mature, professional, and formal one. Do your research, use your buyer personas, and tailor your humor accordingly.
It is important to know whom you are writing as - I work for a firm that has a multitude of clients. In writing, we mimic the tone of each brand. With that comes a different tone and level of humor for each one. Best advice? If you are writing as yourself for your own company. Don't bow to societal trends and dull your own shine. Be you. If someone is offended. That is on them. There is no way to avoid offending everyone. The right clients and customers will find you and very likely appreciate your authenticity. I know I do.
The second rule of humor is to be clear and consistent with your message, tone, and voice. Humor should enhance your content, not distract from it or confuse your readers. Make sure your humor matches your brand identity, your content goals, and your SEO keywords. Avoid using humor that is vague, ambiguous, or contradictory to your main points. Also, avoid switching between different styles or levels of humor throughout your content, as this may create inconsistency and confusion.
The third rule of humor is to be respectful and appropriate with your topics, references, and language. Humor should not be used to mock, insult, or belittle your readers, your competitors, or anyone else. Avoid using humor that is offensive, discriminatory, or insensitive to any group or individual based on their race, gender, religion, sexuality, disability, or any other characteristic. Also, avoid using humor that is vulgar, crude, or inappropriate for your audience or your niche.
There is a big difference between funny and rude. If what you are delivering needs to put someone else down in order to elevate your idea, self, or brand, it likely isn't actually humor. Leave it out.
The fourth rule of humor is to be original and creative with your ideas, examples, and expressions. Humor should not be boring, cliché, or repetitive. Avoid using humor that is overused, outdated, or irrelevant to your content or your industry. Also, avoid copying or plagiarizing humor from other sources, as this may damage your credibility and reputation. Instead, use humor that is fresh, unique, and relevant to your content and your audience.
I believe it's a trap to not offend or alienate when writing with SEO in mind. No matter what words you use, there will be a portion of people that get offended by what you've said, so to offend nobody is to write nothing. Even more important, those you offend when writing truthfully are not people you want to do business with and they'll naturally weed themselves out. At the same time, those who resonate with your message will find your offerings even more attractive. True originality doesn't come with restrictions or censorship...EVER.
The fifth rule of humor is to be moderate and strategic with your frequency, placement, and intensity. Humor should not be overwhelming, annoying, or distracting. Avoid using humor that is too frequent, too prominent, or too extreme in your content. Also, avoid using humor that is irrelevant, unnecessary, or out of context. Instead, use humor that is balanced, subtle, and purposeful in your content. For example, you can use humor to hook your readers in the introduction, to illustrate your points in the body, or to end with a memorable call to action in the conclusion.
The sixth rule of humor is to test and measure the effectiveness and impact of your humor on your readers and your SEO results. Humor should not be based on assumptions, guesses, or personal preferences. Instead, it should be based on data, feedback, and analysis. Use tools like Google Analytics, social media analytics, and email marketing metrics to track how your humor affects your traffic, engagement, conversions, and retention. Also, use surveys, polls, reviews, and comments to collect feedback from your readers on how they perceive and respond to your humor.