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Choose TOC Words to Multiplex Keyword Research
Popular modifier words in the TOC cast a wider net.
ronburk




msg:3001780
 9:07 pm on Jul 10, 2006 (gmt 0)

I just noticed that I'm suddenly seeing more "new" (never seen before in the website history) queries involving a particular word. This is a new vein to mine by creating targetted content. Eventually, I realized that the cause of all these new queries was not new content, but a change to the Table of Contents.

Like many sites, my Table of Contents is displayed in some form on almost every page. Like many sites, the top-level entries in the Table of Contents always appear, and lower-level entries appear as needed to provide the context of the currently-displayed page.

By adding a top-level TOC entry that contained a popular and fairly generic word, that word was essentially injected into most every page on the website. This raised the possibility of getting hits on multi-word search terms that included that word.

What kinds of generic words are we talking here? For me, it's things like "guide", "tutorial", "sale", "review" and so on. For you, it might be other words. And though the TOC is probably the easiest way for most existing websites to inject such words into all existing pages, there's certainly nothing magic about it. Any mechanism you have for repeating the same content across pages should work as well.

To rephrase the point, most of us have relevant -- but still undiscovered -- search queries that feature generic words, such as "guide" or "tutorial". By making sure these generic words are injected into every page on the website, they are paired with a much wider variety of other words, raising the odds that your weblogs will then be able to tell you what kinds of guide or tutorial people in your sector are searching for.

 

mona




msg:3014437
 1:47 pm on Jul 19, 2006 (gmt 0)

Nice post, ronburk, you bring up a good topic.

I just noticed that I'm suddenly seeing more "new" (never seen before in the website history) queries involving a particular word....most of us have relevant -- but still undiscovered -- search queries

Exactly! I assume that you noticed this in your web logs? Several years ago Brett coined the phrases 'there's gold in your web logs', and it's true, true, true. It's always nice to see a specific example.

By adding a top-level TOC entry that contained a popular and fairly generic word, that word was essentially injected into most every page on the website.

Yep, this can work wonders with the right site/keyword. Another thing I use is my site map. The link text can give you a boost for non-competitive words, especially mispellings. This works well in Google.

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