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clipped from www.useit.com
Jakob Nielsen's Alertbox, August 28, 2006:

Use Old Words When Writing for Findability

Summary: Familiar words spring to mind when users create their search queries. If your writing favors made-up terms over legacy words, users won't find your site.

How New Words Ruin Your Search Rankings

Here are some guidelines for writing to ensure that users will find your site:
Supplement made-up words with known words.
In full-text content, you can include new words for effect, but make sure to supplement them with legacy words -- that is, words that your customers know and use in everyday business practice.
Play down marketese and internal vocabulary.
Call a spade a spade, not a digging implement. Certainly not an excavation solution.
customers define their needs in known terms, so be sure to use them, even if you don't think they're exciting. The very fact that a word is unexciting indicates that it's frequently used.
Supplement brand names with generic terms.
Avoid "politically correct" terminology.
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