We’ve all been there, racking our brains trying to find another way to build site pages and create exposure for a brand through content generation. All products have their own page, each location has an individual page, you present news and press releases, you blog, and so on and so on. You have finally hit a wall where you feel that anything else you add to the site will simply be un-convertible junk in written form. Well, think again.
One of the easiest forms of mass content generation is simply not often thought of, education. A great way to add multiple pages to your site is to add a glossary of commonly used industry and site-wide terms to an easily accessible site section. What better way to show potential customers that you care to help them understand your offerings than to provide a breadth of term definitions for their own knowledge? Gaining this trust with a potential client is what helps you convert at a higher rate as a confused site visitor is likely to soon leave your site, a real bounce-rate bummer.
On the other hand, as a search marketer, I know that presenting good faith efforts is usually not my first thought when adding site content. Most often I think, “What SEO benefit will I get by doing this”? The answer to that is, a ton! Placing a term glossary on-site will benefit you within the realm of internal-linking, increased pages, keyword targeting, etc., all leading up to one of our favorite words, rankings. Before you send your copywriter into a writing frenzy it is important that you create the glossary with SEO in mind. Each term you choose to define should be placed on its own page. This allows you an opportunity to structure your Title, Meta, headings and internal links around specific, targeted terms. Your terms should be based on your products, services, the all-encompassing theme or genre of your site which are also your most important targeted keywords. Take advantage of internal linking opportunities by providing a link within the copy anchored on the defined term and target the link to the related product or service offering on your site. Also inter-link within the term pages when possible. All of the term pages should also be linked from a main glossary page as well as within the sitemap of your site. Lastly, I shouldn’t have to remind you not to define terms in one sentence, ranking opportunities are on the line here folks so please write a decent paragraph to show visitors you want to help them and to give the engines enough keyword-rich copy to digest.
Taking advantage of a definition glossary allows you to build rank-worthy pages for several different terms which relate to your products or service offerings. This also allows you to pick up longer tail traffic for terms such as “targeted keyword + definition”. An additional benefit newly to your advantage is within the area of Google’s Define: feature for when potential site visitors exactly seek the definitions of terms you have found to be your most important keywords and for which you have now included in your glossary.
Ok, now you can dispatch the copywriters.
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