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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.
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
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.