Wednesday, November 21, 2007

"What's a Roll Fold?" and How You Can Succeed in Search Engines

This morning I read an article in DMNews that referred to a direct mail piece called a "roll fold". I didn't know what this referred to, so, as you might guess, I did a quick Google search for the phrase. The first result that Google listed directed me to International Paper's "Paper Glossary" index, where the page presented me with precise and helpful information, thus answering my question effectively.

I bring this up to you because there is a HUGE opportunity for industrial, scientific, and high-tech companies out there, or really any organization in any market with lots of jargon, complex terms, or unfamiliar phrasings. Any organization that can create a comprehensive glossary online has enormous potential to be listed first in a wide variety of search queries, as International Paper was in this particular one. That's because search engines love accurate and informative content (proof positive being Wikipedia's high rankings in countless searches). It's one of the pillars of search engine optimization (SEO).

The benefit to you is that once a visitor to your site's glossary page gets the information s/he is looking for, it is highly likely that this person will then either explore your site a little more, or at the very least appreciate the authoritative position you have in the industry and associate your company as a leader in your field. To wit:

Knowledge = Expert

Expert = Leader in your field.

Producing a sharp, meaningful glossary is relatively simple marketing project to undertake and the rewards might make you roll in some newfound cash.

By the way, a roll fold is: "A type of fold where the piece is folded inward at one end and then folded inward again one or more times. It is as if you are rolling the piece up."

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