It’s not a new concept, but valid still 10 years on: “Use Old Words When Writing for Findability” by Jakob Nielsen (from 2006, published by the Neilsen Norman Group). This adds to our thoughts about search engine optimisation elsewhere on Creating a WordPress site, i.e. how you can help Google find your blog.
Familiar words spring to mind when users create their search queries. If your writing favors made-up terms over legacy words, users won’t find your site.