Drive Rapid SEO Traffic Growth

Build a Glossary

See How We Did It
Jeanne, Digital Marketing Manager

Jeanne, Digital Marketing Manager...

...spearheads web marketing at Maxim Integrated, one of the largest integrated circuit (IC) solutions in the world.

Specifically, they design, develop, manufacturer, and market linear and mixed-signal integrated circuits.

Alongside competitors like Texas Instruments they are one of the largest IC solutions on earth.

Meet Jeanne on LinkedIn

Need Rapid Growth!

These are words that no digital marketing manager wants to hear put together; “Rapid” and “SEO traffic growth”

As we always tell our clients -

  • Paid Media is like a faucet. You turn it on and immediately results begin flowing in the form of impressions, clicks and conversions.
  • On the other hand, Search Engine Optimization is like a rising sea level. It doesn’t rise quickly, but when it does rise it will stay at that level without the same level of attention or investment to keep it there.
If SEO is a more deliberate, slow-rising tide then how could we help Jeanne address the instructions from the executives she reported directly to?

About Maxim Integrated
Rapid Growth

Glossary Content

SEO isn’t a rapid-growth channel.

So we needed to flex our creative left-brain muscles to come up with a plan to attract SEO traffic.

The thoughts we had were -

  • What type of search queries see low competition and medium or high search volume?
  • Within those search queries, which relevant keywords themes emerge for Page 1 ranks?
  • Is there a library of current content that is not optimized to its full potential on the Maxim Integrated website?
  • What copywriting resources do we have at our disposal to create net-new content?
Enter: the glossary!

Our Discovery Process

The MKG Plan: The Media

We approached rapid SEO traffic growth in this Glossary program by following the strategy below.

Target “People Also Ask” Queries

First off, our research identified that the People Also Ask style questions based on the exact way that Google is displaying that search result snippet.
These were high search volume, low competition keyword targets to go after.
Once we had our list of People Also Ask keyword targets, we optimized the page copy and on-page elements to specifically mirror the search results.

Monkey see, monkey do!

Think Big!

We weren’t looking at small search volume searches. Instead, we set our sights on BIG WINS for terms that companies such as Wikipedia would rank for but that your competitors would not (e.g. Texas Instruments).
Within this program, there is no sense in ranking #1 for something with 10 searches per month. Big wins only!

Awareness --> Commercial Success

Glossary content strategies tend to play in the top-of-the-funnel, awareness space.
As we begin drawing SEO traffic to the glossary, the next step is to push qualified individuals through the rest of Maxim Integrated’s website through internal linking and user flow analysis in order to drive visitors to product pages where a commercial activity can be presented for the visitor.

Wins Created From The Glossary

In less than 1 year we saw the following wins form our Glossary content program -

  • Year-over-year Glossary traffic increased by 43.5%
  • Huge gains from ‘People Also Ask’ search results
    • As one example, “oled vs wled" moved from page 10 to page 1 with a Quick Answer result
    • People also ask questions saw improvement from not ranking to ranking number 2
  • Huge gains for "galvanic isolation" and "galvanic isolators," moving (and staying!) from page 9 to page 1

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