When Do You Know It’s Time for a Content Audit?
September 15, 2023 |
September 7, 2022
Some say the only constant is change, and given Google’s ever-evolving algorithm, we’d be inclined to agree. Google has recently released a helpful content update, favoring content written to inform, not to simply show up in search results. Implementing content clusters in your keyword strategy is a proven way to earn search engine favor, freeing your pages to rank for 10-20x the amount of keywords.
Content clusters, or topic clusters, are a method of planning and organizing your content around topics as opposed to keywords. Topics feel more human, mirroring the way we naturally process. Revisiting your keyword strategy to align with this approach can help both your site’s users and search engine crawlers glean your content. An honest check-in is a great place to start.
Is this content more valuable to my reader or a search engine robot?
If the answer is the latter, consider a strategy refresh. The truth is content clusters are the future of SEO, and fortunately, abiding by Google’s rules has a lot of benefits.
This may feel like an obvious one, but keeping your content within the bounds of its title and your company’s expertise is the way to go. For example, an ice cream store with a robotic keyword strategy might consider writing a blog about donuts to rank higher for the keyword ‘dessert.’ However, Google’s crawlers could detect this as outside their expertise and knock that page for irrelevance.
Alternatively, diving deeper into the topic of ice cream by writing content related to ice cream toppings, ice cream flavors, etc. would prove more relevant to site users and earn some points in SERP results.
Intuitive web design aims to help users find your content when and where they need it. Incorporating this principle into your content cluster strategy can look like linking relevant subpages to your services page — prompting search engines to value the pages you actually want to rank for. For an example, visit our Inbound Marketing page. The ‘Our Competencies’ accordion menu helps users interested in search engine optimization naturally find the subpage they’re looking for.
Internal linking is a link-building practice that can help you grow your influence by creating easily navigatable pathways from one piece of relevant and valuable information to the next. This creates a cluster around a pillar page focused on one topic. Pillar pages contain content that answers a wide range of questions someone searching for a topic could have or link to related content that does.
Keyword cannibalization is when multiple pages on your site are competing to rank for the same keywords, hurting both of their chances of performing well — like trying to score against your own team.
One way to combat this phenomenon is by optimizing your previous blogs. By combining content tailored around the same or closely related keywords, you allow like-minded content to work together not against itself. As an added bonus, long-form blogs tend to yield better conversion rates than short-form blogs.
By providing a slew of helpful resources, you prove yourself deeply knowledgeable in your audience’s field of interest. Going after topics rather than keywords makes your page a one-stop shop for all the ice cream information, marketing services, and you-name-it content your audience is searching for.
Not to mention, internal linking passes authority between site pages, building subject authority in the minds of your readers and search engines.
The idea of overhauling your site’s structure to center around content clustering can be overwhelming. At PHOS, we usually opt to implement content clustering in our content creation strategy first, then consider site layout.
There are a variety of ways to prioritize topics over keywords. We hope you have a few jumping-off points to help your content stand out. If you need a hand taking on the world of search engine optimization, our team of experienced, digital marketing strategists is happy to help.