Specialized terms or technical language in SEO that may confuse beginners (e.g., canonicalization, crawl budget).
Why Jargon Matters for SEO
Using jargon can be a significant SEO problem because it directly conflicts with a search engine’s goal of providing clear, understandable content. A core tenet of modern SEO, as outlined by Google’s helpful content updates, is to write for people first. If your content is filled with jargon that confuses the reader, they are likely to leave the page, which increases your bounce rate and sends a negative signal to search engines. Furthermore, content filled with jargon can be seen as less trustworthy or authoritative by a non-expert audience, which can harm your site’s E-E-A-T signals. The best SEO writing is clear, concise, and accessible to your target audience.
Across Different CMS Platforms
The management of jargon is a content strategy, not a technical one, and it applies to every CMS.
WordPress
For WordPress, the key is to educate your content creators on the importance of avoiding jargon. A tool like the Yoast SEO plugin can help by providing a readability score, which can be a good indicator of whether your content is too complex for a general audience.
Shopify
On Shopify, it is crucial to avoid jargon in your product descriptions and blog posts. Use simple, clear language that a potential customer can easily understand. The goal is to inform and persuade, not to confuse.
Wix
Wix’s user-friendly interface makes it easy to write and edit content. The platform’s simplicity encourages a clear and straightforward writing style, which is a great way to avoid jargon.
Webflow
Webflow gives you a high degree of control over your content and design. You can create content templates that remind your writers to avoid jargon and to use simple, clear language.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a content management system that provides your writers with a style guide that emphasizes clear, jargon-free writing.
Across Different Industries
The impact of jargon can vary by industry, depending on your target audience.
E-commerce
In e-commerce, using jargon in a product description can lead to a lost sale. A customer will not buy a product they do not understand. Use simple, benefit-driven language that a customer can easily understand.
Local Businesses
Local businesses often serve a non-expert audience. A plumber, for example, should not use terms like “P-trap” or “O-ring” without a clear explanation. Use simple language that a customer can easily understand.
SaaS Companies
SaaS companies can have a more technical audience, but it is still a best practice to avoid jargon in your marketing content. Use simple, clear language that a customer can easily understand.
Blogs
A blog can use jargon to establish expertise, but it must be used sparingly and with a clear explanation. The goal is to educate, not to confuse.
Do’s and Don’ts of Jargon
Do’s
- Use a glossary: If you must use jargon, provide a clear, concise definition.
- Use a tool to check for readability: A tool like the Hemingway Editor can help you identify complex sentences and words that may confuse your audience.
- Write for your target audience: The best content is written with the reader in mind.
Don’ts
- Sound smart: This can backfire and harm your site’s credibility.
- Without a clear explanation: If a term is not common, it should be explained.
- Headings or meta descriptions: These are the first things a user sees, and they should be clear and concise.
Common Mistakes to Avoid
- Title or meta description: This can lead to a low click-through rate, as a user may not understand what your page is about.
- Non-expert audience: This can lead to a high bounce rate and a poor user experience.
- Failing to explain a term: If a term is not common, it should be explained.
FAQs
How does using jargon affect my website’s bounce rate?
Using jargon can increase your website’s bounce rate because it can frustrate and confuse a reader. When a user lands on a page they do not understand, they are likely to leave immediately.
Can a website with jargon-filled content still rank?
A website with jargon-filled content may still rank, but it can be difficult. A search engine’s algorithm now prioritizes clear, high-quality, and user-friendly content, and jargon is a clear signal of the opposite.
What is the difference between jargon and a technical term?
Jargon is a specialized word that is only used by a small group of people. A technical term is a word with a specific meaning that is used in a technical field. A technical term can become jargon if it is used incorrectly or in the wrong context.
How can I identify jargon in my content?
The best way is to use a readability tool or to have a non-expert read your content. If they are confused, you are likely using jargon that needs to be explained.
Does using jargon affect my website’s E-E-A-T?
Yes. Using jargon can harm your site’s Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) signals, as it can be seen as a sign of a low-quality, untrustworthy source.
