Top 10: Marketese – Marketing words to avoid

Don’t use meaningless marketing words like ‘best’, ‘greatest’ or ‘incredible’. People are smart (mostly), and if not smart then they’re sceptical. When writing for the web (or any marketing copy) using words like ‘the best…’ or ‘amazing’ is a waste of space and damages your keyword ratio.

Curve of clarity: Picking the right keywords

Choosing the right words to fill your webpage, or keywords for your ad campaigns can sometimes be hit or miss. Using the ‘curve of clarity’ as an idea, you should be able to choose appropriate keywords to maximise seo efficiency and also the readability and relevance of your site.

Key principles

  1. Words in common usage have high numbers of search engine results.
  2. Words which are specialist have lower numbers of search engine results.
  3. Marketese words, or words which mean one thing but are given a different meaning for marketing, business lingo or general jargon, have high search engine results when searching those terms, but low search engine presence when searching for the term those words actually mean in plain English. (See also: Plain English to help SEO and note that marketese increases bounce rates)

Examples

  1. cat: 905,000,000 results.
  2. abyssinian: 985,000 results.
  3. lap warmer: 62,800 results.

Curve of Clarity

 The curve of clarity has an arbitary scale, but you’ll get the general idea:

Quick steps to improving readability (Reflections on GCD post)

As well as a couple of simple steps to take to improve readability of sites (below), this is just a short post to flag up an article I found recently by Gail Diggs at GCD Marketing: When “Bad Writing” is Good. Essentially, the old rules of copy writing are “thrown out the window” because of the way that users read text on screen in short, scanning ways and are often impatient to find the next web page to read. This compared to the paper-based format of ‘leisure reading’.