![]() The cluster pages link back to the pillar page and also to each other. Topic clusters consist of a core topic or “pillar page” and related subtopic or “cluster” content pages. ![]() Simply stated, a topic cluster is a way of thematically grouping content. This is a result of Google’s quest to provide the most relevant content for searchers, as well as businesses’ strategy of selecting only a handful of keywords to earn rank for. Two things you’ll quickly notice between these two searches: 1) the layout of the SERP is very different, and 2) the websites that are displayed on each are different. This is a self-limiting approach.Ībove: A search for “family vacation ideas” on GoogleĪbove: A search for “things to do with kids in California” on Google Why is this? One of the major reasons is that companies have chosen one or two of the variations above, and have committed their optimization strategy to them. If you were to actually do a search on Google for each of the above variations, you’ll see a significant variation in the results displayed. “best family friendly destinations on the west coast”Īs you can see, there are a lot of variations that can potentially represent the same purchase intent.What are some ways this activity could be searched for? Let’s take a very simple example: someone looking to take a vacation with their family. In addition, the sheer volume and variety of people searching on the Web makes it daunting to imagine each and every variation of a search term someone might type in. The way we speak influences our view of how potential customers search. For one, we have our own personal language biases. But no matter how good we’ve become at our craft, we miss a large portion of our potential audience. We’ve learned when to optimize for plural and singular keyword searches. We’ve learned through trial and error what a “research intent” and “purchase intent” search look like. The good news is that as experienced SEO professionals, we get a lot of them right. When answering these questions, we have to make many assumptions. “Would a different word choice be better to describe what we offer?”.“Does this way of searching show an intent to actually purchase our product or service?”.“Is this the way my target audience actually searches for what we offer?”. ![]() As marketers, we ask ourselves questions like: ![]() The actual words we use when performing a search have always been critically important for search engine optimization. For most of us, this starts by typing (or more recently asking) Google to search for a specific topic. The idea is that unlike most types of advertising and marketing, which are pushing messages to potential customers that a business “thinks” might be interested in their product or service, these potential customers are actually displaying an interest by actively searching for information. Keywords: The Good, the Bad and the UglyĪt the core of SEO is the concept of the keyword or search term. So, when we come across a strategy that has the potential to transform the entire SEO industry for many years to come, we get pretty excited. Whether driven by updates to the underlying search algorithms, the development of new technologies, or changes in consumer behavior one thing is certain: today’s SEO strategies and tactics will not be as effective six months from now.Īs a digital marketing agency, providing the most effective strategies for our clients requires a lot of commitment to closely monitor industry trends, learn new techniques and test what works in the real world. The art and science of SEO are always changing and evolving. For those of you who aren’t familiar with topic clusters, the information below should give you the background needed to start shifting to this strategy. This has been a central component of Noble Studios’ SEO program for many years, and it was exciting to see the rest of the industry beginning to see the value of the approach. One of the most visible strategies discussed at the conference was the concept of topic clusters for SEO. Having recently returned from the 2018 Share Global Insights Conference in New York, where we accepted the award for best B2B SEO Program on behalf of one of our amazing clients, we had the opportunity to reflect on current trends and strategies in Search Engine Optimization (SEO) and content marketing. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |