3 Helpful SEO Moves to Get on Topic

Posted by seoiihmkolkata on November 2nd, 2019

To produce reliable and scalable results, think beyond the content you write. Look at the structure and targeting of your content. Here are 3 advanced SEO techniques to help you get more conversions and better ranking from the content you’re creating.

You won’t need the help of your IT department to use these techniques, but you will need to think like a strategist. Ready to take your content marketing expertise to the next level? Read on and soak up the knowledge. Get More Information About web design company in kolkata

  1.       Structure Internal Links By Topic

Internal links make navigation easy and intuitive while defining the structure and hierarchy of your site. They also distribute link authority throughout your pages. However, if they aren’t well organized, you won’t get the full benefit of an internal linking strategy.

A clear and navigable framework resembles a spider’s web. The home page occupies the centre; pillar pages are the second ring, and supporting pages are the outer rings. Each pillar page and its supporting pages are topic clusters.

The goal of topic clusters is to demonstrate that your site comprehensively covers a subject – users can find the answer to any subject-related question on your site.

Picking your pillar and cluster pages

Determine your site’s main topic areas. You want to have comprehensive pages for each area you cover.

Next, you need to conduct a content audit. Fun? No. Necessary? Yes. A content audit forces you to take a long, hard look at existing content. If you’ve been consistently categorizing and tagging your content, this should be relatively easy.

If you haven’t structured your content by categories and tags, create a simple spreadsheet. Each row should have a blog post URL and its corresponding focus topic. Identify any posts that serve as pillar pages or have the potential to do so.

Knowing your pillar pages and clusters is Step 1. Step 2 is ensuring that each page is as comprehensive as possible. Deep, broad topic coverage is a major ranking signal, but what does it mean? Next, I talk about how to create content that exceeds what’s already out there.

  1.       Optimize Topics

Creating topic clusters also helps you optimize your site for topical authority. Thanks to Google’s Hummingbird algorithm, the search engine extracts semantic meaning from search queries.

Instead of providing results based purely on the query entered, the search engine accounts for past results for that query, links between content, the user’s personal search history, and more. Hummingbird was the final nail in the coffin for keyword stuffing. The emphasis on the results is topic comprehensiveness and user intent.

No-cost method for optimizing for topical authority

A common way to gain topical authority is the skyscraper technique – taking the highest-ranking piece of content for your topic and writing something better. Find areas where the competition only scratched the surface and go deeper with your content. Add stats, figures, examples, and step-by-step instructions. Use whatever your audience might find relevant and helpful. Whatever you do, don’t stuff it with more keywords.

The drawback to this method compared to a data-driven software approach is you’re guessing at what you need to add to gain better rankings. Plus, it’s a time-consuming process, whereas tech can perform the task in minutes.

Free tools

TF-IDF stands for term frequency-inverse document frequency. This method determines the topical relevance of a page based on – you guessed it – term frequency within a document. Free apps like Website Auditor crawl your site to analyze topical relevancy and conduct a basic SEO audit.

Enterprise solutions for topic optimization

The platforms dreamed about decades ago by content marketers are now a reality. Machine-learning platforms can automate content outlines based on the terms for which you want to rank. They take the guesswork out of the skyscraper technique by identifying the subjects ranking pages are missing. 

When people execute a search, they are asking a question or trying to fulfil a need. Optimizing your content for topical authority helps your readers by addressing all their possible questions and needs, and Google likes that. The search giant rewards sites that put quality and usefulness at the forefront.

  1.       Profile For User Intent For SEO

“Searcher task accomplishment” is receiving a great deal of attention in the world of SEO. It refers to a successful search where a user enters a query, finds and clicks a relevant link, discovers information, and either stops searching or enters a query for the next step of the journey.

Searcher task accomplishment is the goal of user-intent profiling. Marketers create content around buyer personas, stages in the funnel, or both.

Buyer personas help you stay organized as you create content for a diverse clientele (industries and/or needs). If you want to get granular, this post on the nine essential parts of a buyer persona provides great tips and insights. Each person should include:

  •          Industry
  •          Needs
  •          Pain points
  •          Solutions
  •          Preferred messaging type (e.g., Is this persona more likely to respond to appeals to logic or emotion? Is humour appropriate?)
  •          Preferred distribution channels (i.e., Twitter, LinkedIn, forums, email, third-party publishing platforms, etc.)

Knowing this information for each buyer persona lets you tailor content to each customer group. Aside from giving viewers what they want, this exercise is valuable because you can A/B test your messaging and channels to determine what is most effective for each persona.


Content marketers today need to be strategists who think about achieving broader goals as the content is created. Having an organized link structure, comprehensive topic clusters, and user intent profiles will always be important for SEO strategies. Be sure to master these concepts before moving on to the next big thing.

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Joined: September 30th, 2019
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