Do search engines spell the end for ad-speak?

Does the growth of search engine marketing spell the end for “marketing-speak”?

Does the growth of search engine marketing spell the end for “marketing-speak”?

It’s no surprise that more and more consumers are buying online. But with internet volumes growing at more than 50% year on year (according to NetRatings) some marketers have yet to realise what effect the revolution in retailing and online search will have on their copywriting efforts.

An increasing percentage of purchases (both on- and offline) begin with some form of internet search. Marketers need to understand that traditional copywriting and marketing-speak is under threat from the irresistible demands of search marketing and keyword optimisation.

The consensus among experts at this month’s Search Engine Strategies Conference was that overly-crafted and intricate language in your website is going to produce poor search engine results and impact on sales. Marketers and copywriters need to make sure that they are writing in the same language that their customers are searching in.

When the man on the street searches for “running shoes” he will see websites that feature such simple terms, not those using marketing-speak like “all-terrain footwear with pronation control”.

Now is the time for marketers to revisit all of their online copy. It could be that the power of Google is about to form a fundamental shift in marketing language.

Rory Brown,

Managing director,

Search Engine Strategies London SW1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here