Language evolves, and one of the driving forces of
linguistic evolution is jargon.
Jargon has a bad reputation. Sure, it’s exclusionary –
keeping the outsiders out, but it’s also a convenient shorthand that efficiently
conveys definition to insiders. Ask your spouse about conversion optimization
and, chances are, you’ll get a blank stare, but experienced web writers know
the term and the principles that underlie the term.
As web writers, we’ve developed a matrix of insider jargon,
and we use it to exchange information quickly with each other. That’s a good
thing. It boosts our productivity as a profession.
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| Minimalist Jargon: The Symbol for an Open Node |
If we had to define SEO every time we discussed it we’d
still be talking about a better term for the activity. So, we talk about SEO
from a variety of perspectives, but we all know the term “search engine
optimization,” and most of us have a catalog of tactics to optimize client
sites. So, I can post this piece without explaining SEO from the beginning.
Web writers love jargon. CPC, bounce rate, CTR, HTML – we’ve
created an impenetrable wall of words to keep clients calling for help with
their CRM. Heck, we even make up stuff. (See the buzz words thread on the
discussion board for examples.)
Certain jargon enters mainstream speak. It wasn’t that long
ago that “blog” was a curiosity, even among web workers. We didn’t have a blog,
and we didn’t know that blog was short for web log. The 2004 US presidential
conventions spent time introducing all of us to the new phenomenon of blogging.
Today, blog is mainstream speak. So is blogging. It’s a noun
and a verb and, chances are, you have a blog, and you know a lot of other
freelancers who maintain blogs. From “What’s a blog?” to “Read my blog” in 10
years. Today, my Aunt Tillie has a blog.
Can jargon be overused? Considering the downstream
consequences of a business model and CTR, the application of jargon can impact everything
from drill downs to placement of the email mod. Yeah, of course jargon can be
overused, and it is. There are even websites that “unsuck” corporatese to make
it understandable. Jargon, for the sake of jargon, is just paddling the
corporate model up integrated revenue streams.
When used judiciously, and with purpose, jargon is a great
tool. Hey, we all had to learn the language so, even some of the exclusionary
aspects of jargon are positive. Keeps out wannabes, but rewards those dedicated
to learning how it all works.
When used for its own sake, jargon is a stumbling block.
Word glitz. It sounds good but clear communication isn’t always the purpose of
stuffing a piece with jargon.
I love jargon. I study it, steal it, re-work it, apply it to
other aspects of search engine marketing (SEM), I collect it and try to work it
in to as many pieces as I can until is goes mainstream. Then, it’s not jargon
any more.
Any way, drop me a line if you want to see Tillie’s blog.
I’ll send you the link.
www.webwordslinger.com
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