How to Identify Topic Clusters for Your Business

by Fronetics | Feb 21, 2018 | Blog, Content Marketing, Logistics, Marketing, Supply Chain

These 5 steps will help you identify topic clusters for your business that improve your search engine visibility and drive traffic to your website.

As search engines adjust their algorithms to be more sophisticated, marketers have the opportunity to structure content strategically to optimize website search rankings. We’ve written in detail about this new reality in our writing for SEO series.

One of the best ways to strategically structure your content is with the topic cluster model, in which broad cornerstone content is contained on pillar pages, and related subtopics are contained in cluster content. Each grouping of subtopics and corresponding pillar page is called a topic cluster.

Learn more about topic clusters and pillar content here.

What is a topic cluster?

This structure is intended to build authority and influence for your business in the eyes of search engines and visitors. Effectively using a topic cluster structure is the best way to drive relevant traffic to your website.

First you need to identify your pillar content. HubSpot’s Leslie Ye sums up her philosophy of choosing pillar content, saying, “Ask yourself this: would this page answer every question the reader who searched X keyword had, AND is it broad enough to be an umbrella for 20-30 posts?”

The key takeaway here is that your core topics need to be broad enough to encompass a fair amount of content, narrow enough to allow you to fully address the topic with your content, and, most importantly, they need to be in an area of expertise for your business.

So how do you identify topic clusters strategically? Below are five steps to get you started.

5 steps to identify topic clusters

1) Chart out five to ten primary issues that your target buyer persona faces. You can do this by running interviews, conducting surveys, and researching within online communities like Quora to gather your data.

2) Group each of the issues into broad topic areas.

3) Using keyword research, flesh out each of the core topics with subtopics.

4) Audit your historical content, and map it to align with each of the core topics and surrounding subtopics.

5) Assess where your content makes the strongest cases. Those are your core topics.

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Infographic: 8 Quick Tips to Improve SEO For Your Blog

by Fronetics | Jan 29, 2018 | Blog, Content Marketing, Logistics, Marketing, Supply Chain

Use these 8 quick tips in your blog posts to improve SEO and help your target audience find your content.

Search engine optimization: It’s a phrase every blog writer looking to grow readership has wrestled with at one time or another. Part science, part art, SEO writing can evade even the most seasoned blogger. You want people searching the internet to find your blog, but you also want readers to enjoy your posts and not feel like they’re written for machines.

Search engines continue to evolve and improve their algorithms to make sure readers are finding exactly what they’re looking for. Never artificially stuff your posts with keywords, links or images. Search engines, like Google, penalize webpages that use sneaky techniques, like keyword stuffing, by demoting or even removing their pages from their indexes.

Ultimately, if you want to improve your SEO, your content needs to be value to your target audience. That should be your priority when planning and producing content like blog posts. But you can also keep these quick tricks in mind to optimize your posts, and thus increase the likelihood internet searchers will find them in the first place.

Infographic: 8 quick tips for blog posts to improve SEO

(Made with Canva)

Using these 8 quick tips will improve SEO and get your blog posts in front of your target audience. Remember, your best bet on moving up on search engine results pages is to create content that readers want to read. Sounds simple, I know, but it can be challenging. Let us know how these tips helped improve your SEO.

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