Using plain and simple language that users type in their search queries is the key to higher rankings on search engines. By using marketing slogans and technical jargon you are doing more harm than good to your web pages, unless yours is a technical website. Users will never use your search terms to find what they want in their queries.

Writing plain language in page titles and headlines will increase your rankings and findability. Your search logs and user testing are two effective methods of finding user’s terminology.