The words we use when we search are not always the words we like to read when we arrive at a website.We know it's important to get key words and phrases that our audiences search for into our web copy. Gerry McGovern comments on some research done by CDA, a digital communications consultancy which examined the relationship between the language we use as we express a desire, the words we type into the search engine, and then our expectations about what we read on the destination pages.
Search words versus carewords - Gerry McGovern article
CDA themselves summarise their findings:
We found that the language that engages people on web pages is different to the language that forms the pathways to a site. Rather, people change or adapt language terms as they refine their search...
Free search language research report from CDA - "Online language pathways: two kinds of language online"