A picture may be worth a thousand words, but on the Interwebs a word might be worth a thousand clicks—or at least a few dollars.

As featured in the May issue of Wired, two enterprising grad students in Belfast have set out to redefine words with The Big Word Project, pocketing some change in the process. Just buy any word from the Oxford English Dictionary ($1 per letter) at the BWP site and forever link that word to any web address of your choosing (if someone hasn’t already claimed it, that is).

It’s common practice for companies to purchase words and word-strings to maximize search engine optimization (so sites pop up on top during, say, a Google search). But The Big Word Project is a mass-collaboration effort “aimed at changing definitions and creating a new tapestry of words, meaning altogether different things,” according to creators Paddy Donnelly and Lee Munroe. The linked site, in essence, becomes the word’s new definition.

Think ‘popular’ or ‘observations.’ Even ‘apostrophe.’

It’s probably too obvious that I work in marketing. Still, I suggest you choose your words wisely before someone else does.