The Search Marketing Advisor Newsletter Article:
April 2009, Volume 8, Issue 4

Google Dictionary: A Great Visibility and Referral Opportunity

By Allison Halter, Search Marketing Specialist, iProspect

One of the simplest ways to increase search engine visibility is through Google's Dictionary feature — a service that lists definitions from multiple websites whenever a searcher performs a query that contains the phrase “what is” or “define.” To see it in action, search for “what is a hedge fund?” or “define laryngitis.” See the link for “Web definitions?” That's Google Dictionary. For marketers, it’s an opportunity not to be missed.

Understanding the benefits
According to comScore, approximately 192 million unique users visited Google Dictionary in February 2009. Considering such volume, along with the fact that Google Dictionary listings appear first in search results — even before the organic results themselves — it's easy to see why an optimized site can achieve top-tier visibility by leveraging this service.

But beyond providing increased search engine visibility, Google Dictionary can also boost direct referrals as definitions are accompanied by links to their sources (your website!). Fortunately, these referrals appear with a unique modifier in Google Analytics reports, which makes your efforts measurable and easy to track.

Lastly, Google Dictionary can be a boon to marketers operating in industries restricted by compliance regulations or complex lingo where control over messaging is paramount. Given that any results you achieve with this service are comprised of definitions from your site, it provides marketers with the direct control they need.

Before you get started
The first thing you need to know about Google Dictionary is that its results are determined by the engine's crawl and ranking algorithm. With that said however, there are some steps that you can take to encourage your definitions’ presence:

Generate a list of keywords that are relevant to your site and audience. Leverage existing reference materials, such as user guides and frequently asked questions to generate a list of keywords to target. If your site has an internal search engine, use its commonly searched phrases to further build out your list.

Create a dedicated glossary page on your site. Construct the glossary as a list of your targeted keywords followed by their definitions. Use a colon or a dash to separate the term and its definition, but make sure that they are in the same paragraph. Link to the glossary from other pages of your site.

Help Google understand that the page is a glossary. Include the word “glossary,” “definitions,” or “dictionary” in the page’s title. Use headers, bold, and other on-page indications to emphasize that the page is a glossary. Refrain from using formats that are not search engine-friendly, such as flash, javascript, or tables.

Keep the definitions succinct, but unique and interesting. Google may choose to omit a lengthy definition in their dictionary, so keep yours to the point. However, be sure to take advantage of the freedom to craft your unique message, and entice searchers to click through to your site for more information.

Overall, Google Dictionary is a great service that offers increased visibility, direct referrals, and controlled messaging. Smart marketers will start capitalizing on it today, or run the risk of searching for “define: missed opportunity.”

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The Search Marketing Advisor Newsletter Article: April 2009, Volume 8, Issue 4

Google Dictionary: A Great Visibility and Referral Opportunity

The Search Marketing Advisor Newsletter Article:
April 2009, Volume 8, Issue 4