Making use of overlooked pages

Glossaries, FAQs, and ‘about us’ and ‘contact us’ pages are often overlooked when it comes to SEO visibility and conversion.

So Matt McGee at Search Engine Guide has compiled some tips about how best to realise the revenue-generating potential of these pages.

Here is a quick rundown...

1. Glossaries. Matt says a glossary is an excellent way of working your keywords into your page content, as well as a useful resource for users of your site:

• Take your list of keywords and write a definition for each, splitting the list over several pages if it is too long. Splitting them into themes should help with search algorithm theming.
  
• Other sites in your industry may well link to the glossary as a reference tool, and there’s a good chance it will appear in Google searches using the ‘define:’ syntax.

2. FAQs. A list of frequently asked questions is not only a good thing from a user experience point of view; it is also a good way of providing crawlers with keyword-rich content.

• As with glossaries, Matt says it's best to split the FAQs over multiple pages, both to make it easier for your site’s users, and to give crawlers more pages to index.
  
• From a customer service point of view, FAQs are a great resource, and a comprehensive list will save time and money spent answering telephone calls or emails from customers.

3. About us. The 'about us' page isn’t about increasing rankings, but it gives you a chance to show visitors to your site that you have what they are looking for. Matt says:

“A person who clicks on your About Us page is essentially saying, "I want to learn who you are and what you do." If someone said that to you at a conference or in an elevator, wouldn't you make the most of the opportunity? Sure you would. So do the same on your web site.”

4. Contact us. This page is useful, as FAQs - however comprehensive - won’t answer every user’s query, and some customers will prefer to contact you directly anyway.

• Make it as inviting as possible for customers to contact you, by offering a full range of important telephone numbers and email addresses for various departments. Matt says the biggest mistake would be to put together a "bland contact form".

--------------------------------------------------------------------------------------------------------------For everything you need to know about search engine optimisation, download a copy of our Search Engine Optimisation (SEO) - Best Practice Guide (it's free to subscribers).

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