How to adapt a content strategy to the future of Google
No wonder, SEO is one of the rapidly growing marketing channels today. Every single day Google comes up with dozens of updates and forces digital marketers to think forward to come up with new ways to keep their websites and businesses ranked.
But keeping ourselves up to date about Google’s updates is not enough. To have consistent visibility in the research engines SEO agency, Los Angeles asks marketers to keep looking into Google’s future. They have to ask themselves, what the search industry would look in the next five years, and what they need to do today to prepare them for the future.
Although no one can predict the future of Google in the best possible way but below are some of the trends SEO Los Angeles agency suggests to embrace now.
Structure internal linking using the topic clusters
While the internal links of your website show the structure and hierarchy, they also make the navigations easy and intuitive. It also distributes the link authority to your website pages. If the internal links are not adequately organized the benefit of the strategy will not be achieved.
Use the topic cluster to group your site pages by topics. It is a combined and improved version of a blog category and the manually curated “Resources” page.
The topic cluster shows that a specific site has comprehensive value regarding the subject. i.e., it will be able to answer all the queries of a visitor regarding a particular topic. Use the following tips to build a topic-cluster drive internal linking page.
Identify your topics
Make sure each topic that the site covers has comprehensive pages – therefore, it is essential to determine your website’s main topic. Although it is not easy, you will have to do a blog audit or content audit of your website. It will allow you to look hard at the existing content you have on your website. It should be relatively easy; given you have already categorizing and tagging the content consistently.
If you have not already tagged your content, it is a great idea to use a simple spreadsheet to structure and order your content. Place each URL of the blog post corresponding the focus topic. Classify the blog posts that will serve as pillar pages for your website.
Build the clusters and then interlink them
When you complete the first step, it should be easier for you to group all the posts into clusters.
Use breadcrumbs for every article in the cluster and link it to the pillar page. You can use Google’s best practices to markup the breadcrumbs using the data which you have already structured.
Use the links within content to interlink all the pages in every cluster. In-content links are excellent for two reasons. First, they are perfect for click-through rates. Secondly, they are considered to be great for spreading link equity within a site than footer links and menus.
Promote your clusters by creating an on-going strategy
Revamp the current category pages to turn it into the cluster is a great idea. It will help you rank your category pages by changing them into pillar content pages.
Always keep the end goal in your mind and create high-quality pages using different categories that your blog is specialized in. After all, it is your biggest asset. You can promote each article by marketing all these pages. Thus your significant assets are linked to pillar pages.
It is a great idea to add your SEO team to the social media calendar so that they can promote the pages via social media promotion. The SEO team can add the pillars pages to the Pinterest boards.
Leverage the user intent
Lately, searcher intent optimization has received massive attention in the SEO world. Today Google is mainly focused on measuring and identifying user satisfaction signals. And Google’s future looks very similar. In simple words, it refers to the search sequence whenever any visitor sends queries and then clicks on the relevant link to discover useful information. Next either he stops searching for a specific query or enters another query to find the required information.
Often queries are of three kinds, navigational, informational, and transactional.
Instead of the keyword optimization, focus on topic optimization
While the primary goal of keyword optimization is to rank an individual keyword, the main objective of topic optimization is ranked a specific page for a number of keywords. i.e., the main keywords and all it’s relevant keywords.
Topic optimization always results in more diverse search engine ranking. Therefore, SEO Los Angeles agency pays closer attention to it to adapt to Google’s future updates.