Talking of penguins and pandas

Published on November 30, 2015


I just thought I should let you know that I’ve been ‘exponentialising my digital comms upload capacity’ recently. I hope that it’s an ‘optimalising experience’ for you?

I could have said that we’ve been working on our website, making it clearer and more accessible, so that it will get not just more hits but more ‘click throughs’ (what used to be called reading on). But if I’d just said that, then I think that I would have been marked out as not really ‘with’ the language of digital marketing. OK you won’t find optimalising and exponentialising in any dictionary except mine (that ‘Add to dictionary’ option feels SO empowering) but you could find a sentence like this one on Wikipedia: “Penguin is a manual release by Google that attacks spamdexing and Black-Hat SEO to ensure better relevancy ranking”. It’s only when you go one level down that you start to get to words that you’ve actually heard of like keyword and stuffing i.e. the practise of putting lots of keywords into your website to fool search engines into thinking you know what you’re talking about.

So there’s a bit of a dilemma here: if you’re trying to demonstrate your expertise on SEO then it would seem right to use words like spamdexing. But who is your audience? Those that understand the word can probably do SEO themselves. And people like me who don’t know what it is will think you’re taking something (and I don’t mean Spiced Pork And Meat) and look for someone else who seems to talk like them.

Choosing the type of words that we use in our communications is something that requires careful consideration and judgement and our site could be open to similar criticism. Who knows what a ‘NASDAQ flotation’, an ‘AIM IPO’ and a new ‘system of hedging’ are? I think that it’s those that work in finance and those who need to raise capital, both of whom are part of our target market. And for those who don’t need to raise capital nor work in finance the fact that our hedging saved £180,000 might be enough to keep them on our website a few seconds longer and ‘upside our Analytics’.

With luck they may even respond to the CTA (‘Call to action’ but you knew that). I’ve hesitated to put a ‘like’ button on my blogs but there is a ‘Tweeter’ and an MFT (‘Multimedia Forwarding Tool’) embedded in the TRP (what used to be called Top Right of the Page) so please feel free to use those. And if you think our site represents a business that provides some of the best FD and HR talent around, on a part-time basis, then let us know. My Panda (the algorithm that rates a site’s expertise) will be ever so grateful.