If you hope to rank high in the search engines, you need to write straightforward website content. Adding jargon will fill your pages with that essential amount of website content, but it doesn’t incorporate valuable keywords or the essential context around those keywords.

I’m not saying you should stuff your pages with keywords. Never! All I’m saying is that you should not waste valuable website space on meaningless words. Focus on words your customers can relate to and words that you just might rank for in the search engines. 

Consider this: Do you think your potential customers use the words “groundbreaking” or “innovative” when they search online? Probably not. Take a moment now and go to Google.com. Enter “groundbreaking” in the search box. Bet you didn’t plan to reading about funeral ceremonies today. See what I’m trying to say?

What You Should Do – A Fictional Book Author Case Study

Let’s say you are an author of a dog obedience book and you’ve filled your home page with all kinds of mumbo jumbo on your latest awards, your dog training expertise, etc. Here are three things I’d recommend to revise that jargon-laden home page.

1. Change the headline on your home page from “Award-Winning Author Brings You Mastering Fighto” to “Mastering Fighto Shows You How to Train the Perfect Beagle.”

2. The first paragraph on your home page references your years of experience. This is important information, but it doesn’t appeal to the reader’s problem. Tell us that you specialize in operant conditioning and have a stronghold on adaptive conditioning in your bio and not on your home page. Change your home page so that the first two paragraphs explain how your book will solve their problems. Here’s what I would write:

You no longer have to wonder why Fighto munches on the floor moldings when you leave the house. I’ll tell you in the first chapter why your beagle has separation anxiety, and I’ll tell you how to fix it.

Stop pulling on that leash when your beagle sniffs the neighbor’s grass. By the end of this book you’ll see how to engage your beagle’s intuitive senses without losing your mind.

3. Read through your web content to remove adjectives and replace them with active verbs. You should also review my list of seven generic statements and remove those from your website content, too.

Removing jargon and industry terminology leaves more room for commonly searched keywords and context, both of which will help your search engine ranking. Say goodbye to jargon and hello to better website content!

Sara Lancaster

About Sara Lancaster

Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.