The Next Evolution of SEO

Written with contributions from Leslie Ye, Matthew Barby, Anum Hussain, and Cambria Davies

TL;DR: Influential search engines like Google have changed their algorithm to favor topic-based content. As a result, websites are exploring a new way of linking related content under a “topic clusters” model. This report serves as a tactical primer for marketers responsible for SEO strategies.

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Table of Contents (8-minute read)

  1. Introduction
  2. Search Engines are Forcing Websites to Adapt
  3. Do Topic Clusters Actually Impact SERPs?
  4. What Does This Mean for my Website?
  5. How Do I Create a Topic Cluster?
  6. Tactical Tips to Get Started With Topic Clusters
  7. Help is On The Way

While you cheerfully (or apathetically) browse the web, many companies are quietly reconfiguring their web pages in the background. Why?

Because the competition to rank in search engine results is intense. As a result, content-focused websites have adopted new best practices. SEO is now shifting to a topic cluster model.

In this model, a single “pillar” page acts as the main hub of content for an overarching topic. Multiple content pages that are related to that topic link back to the pillar page. This linking action signals to search engines that the pillar page is an authority on the topic, and over time, the page may rank higher for the topic it covers.

The topic cluster model, at its core, is a way of organizing a site’s content pages using a cleaner and more deliberate site architecture.Download Now: Free State of Marketing Report

Source: Matt Barbie

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