Have you noticed that we are swimming in an ocean of increasingly complicated industry jargon and acronyms?
Say you are looking for an accounting professional. You see one of the following credentials following a name: CPA/CVA/CMAP/CEPA/CM&AA or CPA/CFE/CIRA. Would you know the CPA’s exact qualifications? If you’re like most people, probably not.
Or, if you need to know about the latest in health care compliance, you might know what HIPAA means, but what about HITECH, PHI, HCCA and HCCB?
Like it or not, we’re living in an acronym-laden world, and whether we sell professional services or consumer products, the easier we can make it for our prospects to make an informed decision, the better the odds are that they will reach out to learn more.
The great news is that there is an easy way to accomplish this while simultaneously increasing your position in search engine rankings. The answer is very untechnical—include a glossary on your website.
User Experience: Improving Readability
Even when you spell out a long or complicated term, never assume that your audience will fully understand its meaning. For example, a 2017 UnitedHealthcare Consumer Sentiment Survey
found that just nine percent of U.S. adults surveyed knew all four of these insurance terms:
- Health plan premium
- Health plan deductible
- Out-of-pocket maximum
Think about user experience. Your content will be much more inviting to users who are not necessarily experts on the subject matter. A glossary educates a site visitor in a nonthreatening way while enhancing the content you already have on your site. Conversely, when a prospect is visiting several sites, confusing terms can cause them to prematurely exit your site altogether. And that leads to the SEO, make that, search engine optimization, part of the equation.
SEO: Improve Keyword Ranking
We’re all looking for ways to increase the likelihood that our company will rank highly for words most often searched for in our industry. Building a glossary is a great way of including not just keywords but information that will help your firm become an industry authority in Google’s eyes. That is because your website becomes more of an industry-wide resource for information, and subsequently making it more likely that you’ll rank well for other closely related industry topics .
An added benefit is that you can also link a specific term to a relevant post or content to drive your visitors deeper into the site.
- Make sure the definitions are not as complex as the terms; keep them brief
- If list is too long, consider organizing terms by categories and possibly splitting the glossary into multiple pages if there is enough content.
- Try to be creative with definitions when you can—you won’t always be able to create an unusual definition, but when you do, it can help your site stand out
- You can offer “most viewed” or “most searched” options
- Consider adding images and/or videos so user can get a visual for greater understanding
- Include synonyms in cases where similar words are often used
- You can include a comment box to ask visitors for feedback
If your website is jam-packed with jargon or your content is cluttered with terminology, a glossary might help them learn more about their needs and the solutions you can provide. Remember, when a visitor finds your site informative and simple to navigate, they will be much more likely to return time and again as well as share your link with others. When that happens, you’ll be far more likely to engage them for additional products and services.
For more information about ways to help your website drive better SEO performance and lead generation, contact Bob Goricki, director of digital marketing, at 440-449-6800 or email Bob.