Matt Cutts was asked if clarity is important when writing content. The answer should come as no surprise to professionals who have been paying attention for a few years. Yes, he says, of course clarity is important.
But that doesn’t mean you can’t use jargon.
My rule of thumb is this: If you are writing to a strictly technical audience or professionals within your industry, then use jargon. But if you are writing to lay people who will be confused by jargon, write as clearly as possible. Nix the jargon. You can mix the two if your audience is mixed, but lean mostly toward clarity and away from jargon.
The most important thing is to be understood, especially with professional business content.
If you write clear, concise content, then your audience will stick around longer. They’ll also come back and visit more often. They’re also more likely to buy your products or services. In essence, your bottom line depends a great deal on the clarity of your content.
On the other hand, if your content is so technical that the only people who can understand it are industry insiders, then you are limiting your audience and therefore your potential.
It’s important to make sure that you communicate clearly in whatever format your content is in. Anything else is selling yourself, and your customers, short.