/write-content

Technique 19: "What Is" / Definition Articles

What It Is

Informational content that clearly defines a concept, term, or topic. Captures "what is [term]", "[term] meaning", and "[term] definition" searches.

When to Use

Informational intent -- user wants to understand a concept before taking action. High featured snippet opportunity. Strong top-of-funnel content for building topical authority.

Structure Template

H1: "What Is [Term]? [Clarifying subtitle]"
    (e.g., "Wat is een warmtepomp? Uitleg, kosten en voordelen")

H2: Quick definition (above the fold)
    40-60 word paragraph optimized for featured snippet
    Plain language, no jargon in the first sentence

H2: How [term] works
    Explain the mechanism or process
    Visual diagram or infographic recommended

H2: Types of [term]
    H3: Type 1: [Name]
        Key characteristics, when it applies
    H3: Type 2: [Name]
    H3: Type 3: [Name]

H2: Benefits / Why it matters
    Concrete advantages with data or examples

H2: Drawbacks / Limitations
    Honest limitations (builds E-E-A-T trust)

H2: [Term] in practice
    Real-world examples, case references, Dutch/European context

H2: FAQ
    3-5 questions from People Also Ask data

H2: Related topics
    Internal links to deeper articles

Word Count

1,000-2,000 words (enough to fully explain without padding)

Schema Markup

• Primary: DefinedTerm (with name and description)
• Secondary: FAQ (for the FAQ section)

Featured Snippet Strategy

• Format: Paragraph snippet (definition queries strongly trigger paragraph snippets)
• Target: The quick definition paragraph directly after H1
• Tip: Start with "[Term] is..." to match Google's preferred snippet format

CTA Placement

• Mid-article (after "how it works"): related tool, calculator, or comparison
• End of article: deeper guide, consultation, or relevant product page

Internal Linking Strategy

• Link to how-to articles for applying the concept
• Link to comparison articles for choosing between types
• Link to pillar page for the broader topic cluster
• Link to glossary page where this term also appears
• Receive links from how-tos, guides, and FAQ pages that reference the term

Key Success Factors

1. First sentence is the definition: No preamble -- start with "[Term] is..." immediately
2. Plain language first, technical second: Define in simple words, then add nuance
3. Visual explanation: Diagrams or infographics dramatically increase dwell time
4. Types/categories section: Users often search "types of [term]" as a follow-up
5. Practical context: Show how the concept applies in the Dutch/European market
6. Keep it focused: One concept per article -- do not blend multiple definitions

Common Mistakes

• Long introductions before the actual definition (loses snippet and reader)
• Circular definitions ("SEO is the practice of doing SEO")
• Too academic or jargon-heavy for the target audience
• Missing the "types" section (leaves related search intent unaddressed)
• No practical examples or real-world context
• Forgetting to link to action-oriented content (how-tos, buying guides)

Anti-AI Focus

Definition articles are frequently targeted by AI content generators because the format is straightforward. To differentiate:

• Ground definitions in local context. Reference specific Dutch or European regulations, market conditions, or cultural norms that generic AI-generated definitions miss. For example, when defining "salderen," include the current Dutch net metering rules and their planned phase-out timeline.
• Use real-world examples from your domain. Instead of textbook examples, reference actual companies, products, or situations your audience would recognize.
• Include nuance and edge cases. AI definitions tend to be clean and tidy. Real expertise means knowing the exceptions, the "it depends" scenarios, and the contexts where the standard definition breaks down.
• Add the "in practice" section with genuine observation. Describe how the concept actually plays out in the market, including surprises or counterintuitive behaviors you have observed firsthand.

Example Topics by Niche

• Energy: "Wat is salderen? Uitleg en regels voor zonnepanelen"
• Telecom: "Wat is glasvezel? Verschil met kabel en DSL uitgelegd"
• SaaS: "What is a CDP? Customer Data Platform explained"
• E-commerce: "Wat is dropshipping? Zo werkt het in Nederland"
• Local services: "Wat is een VvE? Uitleg voor appartementseigenaren"