We often recommend to clients, particularly in industries that come equipped with high levels of jargon, to add a glossary of key terms to their site. 98% of the time, this advice is probably brushed off as nice idea, but not top priority, so we’re not going to invest a lot of resources into this one extra page on our site. However, for once the Anvil Media site is a shining example of why you really should take the time to add this content.
We have had an SEM Glossary on our site forever. And every month, our analytics account shows piles of traffic coming into the site from keywords beginning with “Define:” in Google. While this traffic converts at a rate lower than our average on-site conversion rate, it makes up nearly 35% our organic keyword traffic. And that’s eyeballs on your site. Eyeballs looking for an answer to a question, and finding you as an authority on that topic.
If your company has that little fish in a big pond syndrome, meaning the keywords you would like to “own” for SEO are highly competitive, and expensive to buy in PPC, find new ways to get your site ranking well in the search engines. Glossaries are one of them, easy to create, and much easier to rank for highly targeted and specific keywords that are 100% relevant to the services your provide. For a fairly simple on-site addition, this SEO tweak can have a big impact on your traffic and visibility.