Category Archives: search engine optimisation

The jargon balance

The corporate world is full of abbreviations and acronyms. Buzzwords abound in every industry; mystifying, elucidating, exciting and tedious in equal measure, depending on the reader.

It’s a tightrope to walk and one slip means the loss of potential clients.

Like the rest of this cruel and complicated world, writing and communicating isn’t just black and white. Pepper your prose with jargon and you might alienate the people in need of your expertise. And while ‘jargon-free’ is a selling point, you do have to demonstrate that you’re knowledgeable and skilled with the tools of your trade. Want visitors to your site? Your SEO copywriter* needs to draw together a clever combination of industry keywords and plain language key phrases to give you good search engine visibility.

There’s a simple way of getting the jargon balance right.

  • Firstly and most importantly, consider carefully the message you want to communicate; the target readership and its level of understanding; and the image you want to convey.
  • Secondly, use a professional copywriter. Copywriters specialise in crafting custom communications to draw, intrigue and of course explain.
  • Finally, work closely together to ensure that any ambiguities are cleared up, your knowledge is beyond doubt and your approach neither patronising nor superior.

Throughout this process bear in mind that every piece of writing you produce, whether advertising copy, email marketing, or even a niche newsletter, should fit your established brand. People beyond your target audience may well be reading, and therefore judging. That can have an impact on recruitment, press perception, sales and more beyond. Walk that tightrope with precision and take no chances. Above all, write for real people rather than search engines.

*An SEO copywriter is one who specialises in writing search engine optimised text, which, in combination with other SEO techniques, will boost the website in question up the search rankings for selected words and phrases.

Ten steps to being found online – an internet guide for SMEs

Several years ago I wrote and distributed a free guide to internet marketing for companies who feel they’re rather behind the curve. With the website update in 2013, this was one of the posts I felt compelled to keep available.

Ten steps to being found online – an internet marketing guide for start-ups, SMEs and those that got left behind takes the rookie website owner through the necessary steps to rise through the search rankings, raise brand awareness and increase website visitor numbers. If your internet marketing strategy is rather wanting, this may well be worth a read. While there have been additions to the social media sphere since I wrote Ten steps, such as Pinterest, as an introduction to web marketing and improving online visibility, the principles and the content all remains completely valid.

It’s a freebie, and I’d encourage you all to share a link to the guide with anyone you feel might benefit.

Just click here to download the guide and please share the link to this page to any individuals or small companies you feel might benefit. Thanks!