Amidst a global biodiversity crisis, the word “biodiversity” has become indispensable for practical conservation, including as a normative term. Yet, biodiversity is often used as a buzzword in scientific literature. Resonant titles promoting to have studied “global biodiversity” may then be used to oversell research that is narrow-focused on a limited sample of taxonomic groups, regions, or habitats. We selected a random sample of ~900 papers with the word “biodiversity” in their title to take a long view of the use and misuse of this term. We analyzed the degree to which studies actually consider different taxonomic groups and biodiversity facets and how all of this translates to the impact of a paper. As many as 22% of the articles used the term biodiversity in the title but did not measure it at any level. Among the articles sampling biodiversity directly, the proportion of biodiversity investigated was systematically low. We documented a decrease in the taxonomic scope of articles in recent years, especially those relying on big data. This is in stark contrast with the parallel advances in analytical tools, monitoring technologies, and the availability of data. Importantly, studies with general titles (i.e., using the word “biodiversity” without mentioning any taxa, habitat, or region) attract more citations and online attention (Altmetric), but only when they also have a wider taxonomic scope. Our results have broad ramifications for understanding how the extrapolation from studies with narrow taxonomic scope shapes our view of global biodiversity patterns and poorly informs conservation practices.