For most people,
that means plain, short, common words, not the oblique marketing speak so prevalent on
the Web.
Too many corporate sites (and the technology sector is by far the most consistent
offender) feature marketing messages so pregnant with buzzwords, made-up phrases, and
convoluted clauses that it??™s questionable whether the original writer has any clue what he
was trying to communicate.
The company that speaks in everyday vernacular will simply appeal to a wider customer
base. For instance, people will not type ???integrated premises-based ECM solution??? into a
search engine. So if your site says that, you are missing a disproportionately large segment
of your target audience. Someone might type in ???content management for accounts
payable.??? Maybe. More likely, that person will search for ???software to organize invoices,???
and then find the company that solves this problem without talking about all of that ECM
mumbo jumbo.
Search is already playing a significant role in our online experience. As the Web becomes
more cumbersome and competition thickens, the increasing influence of search engines
will continue to define how content is organized, parsed, and delivered.
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