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Content clusters
- 1. Topic Cluster Keyword Clusteringor topic clusters: The Most Effective Content Strategy for SEO From a conference in New york 2018 Sara.Dehghanpoor
- 2. The study aboutthe trends and strategies that are driving SEO and content marketing at the moment. from the 2018 Share Global Insights Conference in New York
- 3. What is aTopic cluster? Simply stated, a topic cluster is a way of thematically grouping content. Topic clusters consist of a core topic or “pillar page” and related subtopic or “cluster” content pages. The cluster pages link back to the pillar page and also to each other. The search engine is working to understand context and intent and then match the idea that the user was looking for with the best website, rather than just matching the words. Google states clearly in its Webmaster Guidelines, “Design your page to have a clear conceptual hierarchy.”
- 9. Keyword Clustering The keyis to think of your content assets in terms of topics you want your business to compete in, rather than discrete keywords. The keywords can still play into your overall strategy, but topics are now the umbrella under which your keyword strategy operates. Ranking for a keyword based on an exact-match search is no longer going to work, because Google can now understand the intent behind a search query and will show results based on the site that produces the most credible source of information.
- 10. Why we needto work on keyword cluster? A content cluster allows us to organize content based upon: * user needs * search behavior so we can: ● maximize the traffic ● maximize the brand reach ● Increase CTR ● Increase authority
- 11. Why we needto work on keyword cluster? Why is this? Multiple reasons. For one, we have our own personal language biases. The way we speak influences our view of how potential customers search. 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. By creating a semantic relationship and hierarchy between pieces of content, we have consistently provided both a better user experience and stronger signals to the search engines on which topics our client’s sites have authority in. By this idea, we can be in the edge of update for 2 critical Google Algorithms : ● Google RankBrain algorithm ● Google’s Hummingbird
- 12. a very simpleexample someone looking to take a vacation with their family. What are some ways this activity could be searched for? ● “family vacation ideas” ● “family friendly vacations” ● “vacationing with kids” ● “things to do with kids in California” ● “best family friendly destinations on the west coast” ● “traveling with children” ● “vacation ideas with kids” a significant variation in the results displayed.
- 13. How to Createa Topic Cluster? Implementing a topic cluster strategy boils down to a few core steps: ● Define your content topics or themes. ● Strategize your subtopics. ● Map your existing pages to topic clusters. ● Implement a linking structure. ● Create and execute a stellar content plan ● Measure and improve your content
- 14. How to choosethe pillar page? If a page answer every question the reader who searched X keyword had, AND is it broad enough to be an umbrella for 20-30 posts, if could be considered as pillar page. if you’re trying to get the page you’re working on to rank for a long-tail keyword, it’s not a pillar page. If the page you’re working on explores a very narrow topic in great depth, it’s not a pillar page. If the page you’re working on touches on many aspects of a broad topic, it’s probably a pillar page.
- 15. Example of topicclusters for Galway Hotels, Hotels in Galway Pillar Page Galway Hotel With Spa Galway Hotel with Swimming Pool Galway Hotel Near City Centre Family Hotel in Galway Hotel Near Bus Station in Galway cheapest rate for hotel in galway city
- 17. How to createSubtopics? Subtopics are related, long-tail queries that will serve as the primary focus for your supporting content. Each subtopic should be semantically unique to avoid confusing search engines. If you’re unsure, do a quick search of related queries to see whether similar search results appear.
- 18. Different Keyword Typesin Topic Cluster 1. Navigational 2. Transactional 3. informational The best strategy starts with informational pages, lead with transactional and make the sale with navigational pages.
- 19. Navigational Navigational keywords arethe types of keywords you will likely rank for naturally as they are typically branded terms such as “how to get to the hard rock.” These are when people are looking for directions or simply looking to find something. Example: Rooms and Suites Pages
- 20. Transactional you would ideallylike to rank for them on the main product or service pages of your site. These are typically more transaction focused as the user knows what they want and is looking for the right product or solution. You will want to target these in the content on these types of pages. Example: Hotels with spa in galway (Amenities, wedding, restaurant pages)
- 21. Informational Informational keywords arethe types of keywords you want to target with your cluster as they are more top of funnel and support a strong topic modeling strategy. When people are searching around informational topics they are usually looking for educational resources that can help them learn more about the different products or services you offer. Example: Where can you see whales near galway (Event or attraction pages) Example: Where should you visit during your stay in spring in galway?
- 22. How Topic Clustersshould be configured? Once you have a designated pillar page, update the links in the related content pages you’ve identified to form a “cluster” around the pillar page. Every post in the cluster set needs to be linked to at least once with the same anchor text (the part that is hyperlinked) so that a search engine knows it’s part of a topic cluster.
- 23. Wedding Wedding in galway Honeymoonin galway Wedding dinner in galway Wedding gallery Wedding planner, wedding planning Best time to get marry in gaway
- 24. Which metrics wecan track for measuring? The categories to track are:Page URL Cluster topic Subcluster (if applicable) Keyword to rank for Is it linked to the pillar page? (Y/N) Is it relinked (if applicable)? (Y/N) Any other other actions needed Has the other action been taken yet? (Y/N) Links out to pages 1, 2, 3, and/or 4 Is it also a sub pillar page (if applicable)? (Y/N)