"Search is how people discover new websites and find individual pages within websites and intranets. Unless you're listed on the first search engine results page (SERP), you might as well not exist. So, the first duty of writing for the Web is to write to be found," opines usability guru Jakob Nielsen, plugging his latest book.
Nielsen quotes Chruchill's "short words are best and the old words when short are best of all," and adds: "Familiar words spring to mind unbidden. Thus, users are likely to employ old words when they boil down their problem to a search query, which is typically only 2-3 words long."
