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How Mailchimp Is Driving 46k+ Organic Visits Per Month With This Strategy

The ‘marketing glossary pages’ of MailChimp is ranking for hundreds of keywords like these:

  • “What is ROI”
  • “What is a landing page”
  • “What is a bounce rate,” and a lot more.

As a result, these pages are driving 46.3k organic visits per month and have acquired links from 1.74k domains.

SEO strategy of Mailchimp

Here’s a step-by-step process to steal Mailchimp’s strategy:

Step 1/ Find the broad topic for creating glossary pages

Make it relevant to the business offerings. For example, if your business is in the HR services, the glossary page could be relevant to the HR glossary.

Step 2/ Identify and list sub-topics

Now, it’s time to find all possible relevant sub-topics relevant to your primary idea. Possible sources to get ideas from are:

  • Customer interviews (questions that are often asked by prospects)
  • Google autosuggestions
  • Books (TOC of any book related to your topic will give you many relevant ideas)
  • Quora, Reddit, and other forums

The idea in this step is to get as many subtopics for definition as possible.

Step 3/ Refine the list of definitions.

Surely, you don’t necessarily need to write thousands of definitions, even related to the primary topic.

Prioritize the keyword list by →

  • Search volume
  • Business value (how much valuable it is to your service or products)
  • Search intent (consider keywords with informational search intent)
  • Now, you have a list of keywords worthy enough to add to the glossary pages.

Step 4/ Make it short, simple, & straightforward.

While writing the definitions, make the title as simple as ‘[keyword] definition,’ or something like ‘what is [keyword].’

And add the definition in one paragraph. Sometimes it helps you win featured snippets as well.

glossary page strategy of Mailchimp

Next, add relevant questions to the glossary keyword. This will help the page to rank on similar search terms.

Step 5/ Add FAQ schema

Adding FAQ schema for the related questions will help you stand out in the SERP.

Here’s how Mailchimp is doing the same.

marketing glossary page of Mailchimp

Step 6/ Categorize and interlinks

Internal linking is a must to get the most out of this strategy. Add internal links to relevant blog articles, pillar pages, service pages.

Even better, run editorial link campaigns to get the initial boost to the glossary pages.


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