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Home » Leveraging Value from Dormant Pages

Leveraging Value from Dormant Pages

Optimizing Your Terms & Conditions

July 04, 2013

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Every website or at least, almost every website has a Terms & Conditions page, or a Privacy Policy page and more often than not, both. Born out of necessity, these pages are seldom read and often forgotten about once created. It’s a kind of love/hate relationship. Love in the sense that they are often the most linked to page within any given website, and hate because they are more or less ignored. For shame!

As these pages are internally linked to so extensively, they usually carry quite a considerable PageRank value. If your website homepage has a PR4 for example, there is a very good chance that your Policy page will carry a PR3. It seems a bit wasted on a page that is not optimized for your target audience. So let’s fix that right now.

Optimizing Your Boring Pages

As with any legal documentation, you really don’t want to start playing around with words. If you do, be prepared for a tongue lashing from the legal department. However, this does not mean we cannot optimize the page further. I’m not talking about title tags here either; we need to be a bit more creative than that in our approach.

If you are lucky enough to have your main keywords tied into your company name, then you can start creating links to your conversion pages via the Policy page by simply turning your company name into a link that points to your ‘money’ page. Simples.

However, most companies won’t have it so easy, enter Interlinking Footers. These got a bad name in the past when a lot of websites used their footer links to link out to other websites using exact match anchor text in an attempt to game the results. Google reacted by ignoring most footer links on low quality pages that pointed to external sites of similar quality.

That said; this does not affect your internal linking practises. Using internal linking creatively, allows you to link certain sections of your site using multiple anchor text variants.

These variants allow you to rank for further long tail versions of your main keyword phrases. From Google’s point of view, internal linking allows them to crawl your website with comparable ease and has the added bonus of showing them exactly what your website is all about, as they can determine the variants and rank the page accordingly.

With a bit of keyword analysis you can make a table of long tail searches that you would like to perform better with, and then you can create footer links based on this analysis.

As an example, if you have a product or service website, you could have an interlinking footer with the following headings:

Related Products/Services | Recommended Products/Services | Best Selling Products

Using your long tails you can then populate these headings with links pointing to your various conversion/landing pages. So on your Policy page you might link to your Widget selling page using the following anchor text; Blue Widget. Then on your Terms and Conditions page you could link to the same landing page using this anchor text; Cheap Blue Widget.

Be careful not to link to the same page within the same interlinking footer. For example, doing this is not wise:

Related Products
Blue Widget – Points to blue widget page.
Cheap Blue Widget – Points to the same page as above.

Having lots of links on one page all pointing to the same page elsewhere on the site is of no use to anyone. So remember, keep it simple and logical. Each page can have its own unique interlinking footer, you can point to the same pages within each footer set, using various anchor text.

    For example:

On your Terms-conditions.html you could have the footer like this;

Related Products
Blue Widget (links to http://www.example.com/bluewidget)
Red Widget (links to http://www.example.com/redwidget)

And on the Privacy-policy.html the footer would look like this;

Related Products
Cheap Blue Widget (links to http://www.example.com/bluewidget)
Round Red Widget (links to http://www.example.com/redwidget)

Now you have your otherwise dormant pages working for you and helping you rank better for long tail versions of your main keywords, all this equals extra traffic and hopefully more conversions.



Steven Forsyth
SEO Product Manager
Groupon International

Tallaght, D24, Ireland.
(086) 122-8514 sforsyth@tinet.ie
Steven's home page:


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