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How Can I Rank Informational & Product Pages On The Same Keyword?



How Can I Rank Informational & Product Pages On The Same Keyword?

Today’s Ask an SEO question comes from Nafsika from Hamburg, Germany, who asks:

“I have two pages ranking for the same keyword: a product page and a glossary article.

The glossary article ranks better, but the product page is more important (and therefore should rank higher).

Is there a way to make the product page rank higher without harming the performance of the glossary article?”

Nafsika, this is a great question and a pain point for many SEO professionals.

I was asked a similar question by Emmanuel in London, which was: How can I drive more traffic to targeted landing pages?

Many of the same principles apply but I will tie them specifically to product pages and informational articles (i.e. glossary articles).

Here are some things I would do.


1. Analyze Top Ranking Pages

If you haven’t done so already, determine which pages are ranking in the top 5 to 10 positions in search results.

I would suggest you use an SEO tool to help you with this task.

For example, you can use SpyFu, SERanking, Semrush, or Ahrefs (I can keep going with tools…there are a lot that can do this for you) to see what pages are ranking for your target keyword.

Then you are going to determine the following:


When you are looking at the top pages, what seems to be the intent of the page? In other words, is there a “buy” intent or a “know” intent?

If the top-ranked pages are information-focused, such as articles or blog posts, then that shows you that the intent the search engine has recognized for that keyword is “know.”

You will need to get creative with the product page to outrank your glossary article, which I address later.

You can read more about intent in my other article: How to Go Deeper With Keyword Research: Go-to Tools & Techniques.


Side note: I’m pretty sure I bring up intent in nearly all my articles.

Yes, I’m a broken record, but for good reason.

The search engines do their best to address the searcher’s intent, and so should we.

We need to make sure that the page the searcher finds satisfies their query.

Word Count

Word count is a little controversial when it comes to SEO recommendations because there is no one-size-fits all answer as to how many words you should have on the page.

Plus, John Mueller told us last year that the number of words in an article is not a quality factor that Google considers.

However, I believe word count comes into play when you are looking at the top-ranking pages.

Typically, there is a natural behavior when it comes to the top-ranked pages.


If those top pages are content-heavy, that could be a reason why your glossary article is outperforming your product page, assuming the glossary article has a higher word count than your product page.

2. Make Adjustments To Your Content

Now, what do you do with the information from this analysis?

If you find that the intent is “know” or informational and the word count is higher on the top ranked pages than your product page, then you will need to get creative with the content on your product page (since that is the one you said you want to get ranked for the target keyword).

One thing I have done when working on ecommerce sites is to add frequently asked questions to category and product pages.

This adds more content in a helpful way and can even improve conversions.

Be sure to also mark up your page with structured data.

3. Focus On Links

When I say to focus on links, I am referring to backlinks and internal links.

Let’s start with internal links.


When linking to your internal pages, you should be using optimized anchor text, meaning your keywords.

In the case of your product page and glossary article, double-check that you are not using the same keyword as your anchor text when linking to those pages. Also, consider linking your product page from your glossary article (again using optimized anchor text).

This is where a keyword map, which assigns keywords to pages, can really come in handy.

Finally, take a look at the backlinks of your glossary article and product page.

Backlinks are one of many ranking factors to consider.

If you find that your glossary article has stronger backlinks than your product page, that would be an area to improve.

Watch this webinar, How to Build Links for Ecommerce & Affiliate Sites, to get some ideas.

4. Consider Revising Your Keyword List

All the advice I gave is to help you get your product page to rank higher than your glossary article, but that might not be the best move.


Instead, you might think about finding new keywords to target and updating your keyword mapping.

Aleh Barysevich wrote a really great article that talks about this topic and dives into keyword cannibalization: How To Identify & Eliminate Keyword Cannibalization To Boost Your SEO.

Nafsika, thanks for the great question, and best of luck!

More resources:

Editor’s note: Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, who have been hand-picked by Search Engine Journal. Got a question about SEO? Fill out our form. You might see your answer in the next #AskanSEO post!

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LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack



LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack

LinkedIn is a great place to grow your business.

In the last 12 months, 93% of B2B marketers have used the platform the most to distribute content organically. LinkedIn also topped the same survey for producing the best results.

The same study reveals content marketers are also spending more on paid content promotion. The top platform where they’re spending? Linkedin.

Businesses can also use the network for marketing to and reaching potential customers. In fact, there are more than 1 billion interactions on LinkedIn Pages every month.

With these figures, there’s no denying the power of this social media platform to drive engagement and boost brand awareness.

Are you ready to take your LinkedIn marketing game to the next level but unsure where to begin?

Here are clever LinkedIn tips from seven LinkedIn pros to boost your marketing efforts.


Leverage LinkedIn Live

Thomas J. Armitage

Sales Executive, Site-Seeker

LinkedIn is the ultimate B2B playground. It’s like a professional conference that’s never-ending.

Live Streams, in particular, continue to be underutilized. That’s because people starve for valuable learning material.

With Live Streams, thought leaders can bypass the headaches typically involved in traditional webinar setups. No landing pages or sign-up forms are needed. You can easily promote the event through sharing and invitations, too.

Although you’ll need a third-party streaming software, most play nicely with LinkedIn.

And Live Streams are a great way to break the monotony of text posts and engage with your audience on a more personal level.

Make sure you identify a niche topic. Write a strong description that includes who the stream is for.

Invite users you know will find it worthwhile. And make sure to promote – both before the event, as well as after, since the full video will be available for playback.

Level Up Your Content Strategy

Adam Houlahan Adam Houlahan

LinkedIn Expert at Prominence Global, Author of “Influencer – The 9 Step Guide to Becoming Highly Influential in Any Industry”

The most effective strategy for LinkedIn lead generation that delivers consistent long-term results is Algorithmically Aligned Content.


Only 1% of the 850+ million members of LinkedIn share content regularly (weekly). Less than 1% of that 1% truly understand and share content that LinkedIn sees as valuable to its membership and organically promotes for you.

Share content that creates conversations on the platform and shows you are the authority in your area of expertise without solving your audiences’ problems for them.

I call it “Know How,” with “No How” content.

Consistently implement this content strategy, and your ideal clients will gravitate to you to solve their problems.

Felipe Bazon Felipe Bazon

Chief SEO Officer, Hedgehog Digital

Back in 2017, I decided that the only social network that I would use professionally was going to be Linkedin.

Since then, I have been posting weekly (sometimes daily) posts related to SEO strategies, techniques, and insights.

This has helped build my network and reach decision makers who see my posts and get in contact through the platform or our website to fill in the contact form.

These leads that turned into clients have contributed to the exponential growth we have had since we opened up our office in Brazil.


Being a well-known SEO down here, I’ve exploited these to our advantage; all leads came from my personal account, not the company’s.

We do have a business page for U.K. and Brazil and do some Linkedin ads to promote some stuff, but it is through the personal profile that the magic happens.

Since then, my posts are averaging:

  • 100 interactions (likes and comments)
  • Five to seven organic leads per month

My tips are:

  • Consistency and frequency. Aim for at least a couple of posts each week.
  • Avoid sharing links on your posts; leave them in the comments. This increases the reach of your posts by at least 30%. For instance, if you want to share a new article from the blog, do a post talking about the subject and say, “We’ve written a complete guide about X, and you can find the link to it in the comments.
  • Don’t be shy in sharing insights, thoughts, and results. The community loves these types of posts. These tend to get loads of interactions.

Optimize Your Page

Virginie Cantin Virginie Cantin

LinkedIn Coach –, Wall Street Journal bestselling author of “60 Days to LinkedIn Mastery”

My personal hack uses the experience section to highlight my services and activities. So instead of having a single job title such as “Founder,” I will have several job titles under my LinkedIn company page for each “hat” I’m wearing in my company.

I have a job title for my 1:1 coaching service, LinkedIn PEELING. Another job title is dedicated to my online course, LinkedIn BREAK-IN. Then, I use a separate job title to highlight that I’m a Wall Street Journal bestselling author.

Last but not least, I have a fourth job title that aims at getting me found by people looking for speakers and podcast guests.

The beauty of having several job titles is that you can optimize every single one of them for the algorithm so that people looking for a specific service or author, or podcast guest can easily find you.

Andy Foote Andy Foote

Advanced LinkedIn Strategies Coach

LinkedIn makes it really difficult to know who your “Super Fans” and potential “Super Fans” are; it’s as if they don’t want you to build any kind of base.


You can see this with how they treat followers; they’re not ‘following’ at all – because an algorithm inserts itself between you and folks who have voted to see your content.

Fortunately, there’s software on the market (peakAboo by Daniel Hall) that provides juicy data on everyone who has commented on your LinkedIn posts. This helps me to know who solidly supports me and, more importantly, people who commented only a few times.

It’s the latter category I want to target and figure out a way to convert them into persistent supporters, a.k.a. “Super Fans.”

Prioritize Human-Centric Approach

Sandra Long Sandra Long

LinkedIn Trainer & Speaker – Post Road Consulting, Author of “LinkedIn for Personal Branding: The Ultimate Guide”

Activate your employee team. Make sure your team’s LinkedIn profiles are co-branded and focused on client problem-solving instead of recruiter oriented.

Encourage the team to search and connect with coworkers, clients, and prospects. Train your team to build relationships with thoughtful, helpful comments and personalized messages.

Say no to automation. Train them to engage, inspire, and motivate their professional networks with valuable comments, original posts, and shared or reposted company page content.

Develop a company hashtag and communicate how to use it on LinkedIn. Most importantly, build your team’s confidence and make it fun!

Josh Steimle Josh Steimle

Founder of the LinkedIn agency BlueMethod, Author of the WSJ & USA Today bestselling book “60 Days to LinkedIn Mastery”

LinkedIn helps me solve my biggest challenges as an entrepreneur, whether it’s sales, recruiting, or finding partners.


LinkedIn has easily produced millions of dollars in value for me.

Even though I wrote a book on LinkedIn with 60 tips in it, everything I teach in my book can be summarized in two words: Be human. It’s the best LinkedIn hack.

Too many are trying to imitate robots on LinkedIn by sending out spam messages, posting content but never engaging with commenters, and avoiding the time-consuming, truly creative work of one-to-one communication. But that’s where LinkedIn performs best!

When you use LinkedIn to talk directly with others, like a normal human being, that’s the moment when LinkedIn becomes indispensable.


As the world’s largest online professional network, Linkedin makes a remarkable addition to your social media marketing strategy.

Remember to take advantage of LinkedIn features and be consistent – all while offering value and nurturing relationships.

Armed with these tips, you’re bound to thrive on the LinkedIn feed and reap the rewards.

More Resources:


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