The ‘marketing glossary pages’ of MailChimp is ranking for hundreds of keywords like these:
As a result, these pages are driving 46.3k organic visits per month and have acquired links from 1.74k domains.
Here’s a step-by-step process to steal Mailchimp’s strategy:
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.
Now, it’s time to find all possible relevant sub-topics relevant to your primary idea. Possible sources to get ideas from are:
The idea in this step is to get as many subtopics for definition as possible.
Surely, you don’t necessarily need to write thousands of definitions, even related to the primary topic.
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.
Next, add relevant questions to the glossary keyword. This will help the page to rank on similar search terms.
Adding FAQ schema for the related questions will help you stand out in the SERP.
Here’s how Mailchimp is doing the same.
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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