Thanks for your comments. I completely agree on your point that people may search for the jargon, and my example may have been a poor one. It is certainly important to include text for both industry insiders and those without knowledge of proper terminology. Alas, what we see happen all too often is companies that completely ignore any terms that may not be 100% accurate for their industry, even though a significant portion of those searching for companies such as theirs may be using those keywords or phrases. As a result, they could end up ranking very highly for a very specific industry term that no one searches for, while losing out on the potential for significant traffic relating to a term or phrase that they had never thought to include on their site.

Again, thanks for your comment!

I know what you were getting at re jargon but some people may well search for the jargon. It seems worth pointing out that a good healthy mic of “IT” and “information technology would be ideal. Also remember that search engines, especially google, have systems which will decode “IT” into “information technology” if if is in the right context. For this reason, when writing content you should aim for a mix of the two but consider them the same search term when calculating keyword density which ought to be between 2 and 6 percent. All that said, if your content accurately describes the product/service/idea then you shouldn’t need to actually count the keywords too closely.

Hidden text, a good one, search engines will, in time, notice this technique and you will probably find your site gets banned completely from SERPs. This will happen even quicker if your competitors notice and report it to Google!