Web headings are usually factual, and contain a key search word or search phrase. Some people on our copywriting course find this deprives them of the chance to be creative. And they’re right.
But SEO doesn’t mean that more imaginative headings have disappeared completely.
Some sites – sports, music, celebrity etc – use puns, and that’s OK. Sites like this rely on popularity, rather than keywords, to get their traffic.
And blogs tend to be far more chatty, personal and reader-centred, rather than robot-centred.
We advise copywriters to use Googlebot-friendly headings on web content. And if they are tempted to use a pun or something more creative, to ask themselves how they will optimise the page without a keyword in the heading.
See our copywriting courses