Topic clusters and simple seo success (virtual workshop)
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The document outlines a virtual workshop hosted by Amanda on topic clusters and SEO strategy, detailing the importance of organizing content around specific topics to enhance search engine rankings and user experience. It explains the process of defining broad topics, identifying core topics and subtopics, and creating pillar pages that serve as comprehensive resources. The workshop also encourages participants to audit existing content and continue learning through HubSpot Academy resources.
Topic clusters and simple seo success (virtual workshop)
- 1. Topic Clusters and Simple SEO Success Virtual HUG Workshop
- 2. Hi, I’m Amanda Based in Boston, MA Product Manager: SEO & Content Strategy at HubSpot
- 3. To map out your first topic cluster so you’re ready to hit the ground running creating, repurposing, or optimizing content after you leave today. Today’s Objective
- 4. Agenda Introduction to Topic Clusters What is a topic cluster content strategy, and why should you use it? How to Build a Topic Cluster 4 steps to developing a topic cluster content strategy Activity Go through the steps of mapping out your first topic cluster. Recap & Next Steps How to continue your learning after this session
- 6. The way we search has changed.
- 7. Then • Simple • Non-conversational • Keyword focused Restaurants in Boston
- 8. Now • Longer • Conversational • Contextual • Voice search What’s the best restaurant open near me right now?
- 9. The way Google interprets and ranks content has also changed.
- 10. To remain relevant and helpful, Google released a series of algorithm updates over the past several years.
- 11. The most important of these was RankBrain in 2015.
- 12. What is RankBrain? A machine learning algorithm Google uses to search for synonyms and related words, not just the exact word you searched for
- 14. Google shows: You search: Chocolate Chip Cookies Chocolate chip cookies, best chocolate chip cookies recipe, easy chocolate chip cookie recipes, chocolate chip cookies near me
- 15. So what does this mean for you?
- 16. To create content that converts visitors into leads and eventually customers, you need to create a helpful, positive user experience that solves for both the searcher and the search engine, not just one or the other.
- 17. Create targeted clusters of relevant content that each cover a specific topic in depth.
- 18. Topic clusters rearrange site architecture to clusters of related content that link to a central pillar page.
- 19. Having a clean, organized site architecture allows bots to crawl your site quicker and easier...
- 20. And enables your audience to find the resources they need quickly and easily.
- 21. What is a Pillar Page? A website page (or blog post) that covers a specific topic in depth and is linked to a cluster of related content. Pillar pages
- 22. Let’s cover how a company called Etuma created their business’s first pillar page.
- 23. TEXT ANALYSIS
- 25. Pro Tip: If you’re going to take the time to create content that educates your audience, make sure it connects to, and supports, at least one of your products or services.
- 26. TEXT ANALYSIS GUIDE How do you categorize customer comments?
- 27. TEXT ANALYSIS GUIDE How do you categorize customer comments? What is feedback text analysis?
- 28. TEXT ANALYSIS GUIDE How do you categorize customer comments? What is feedback text analysis? Text analysis categorization systems
- 29. TEXT ANALYSIS GUIDE How do you categorize customer comments? What is feedback text analysis? Text analysis categorization systems Correct text analysis method
- 30. Pro Tip: If you’re looking for a place to start when identifying subtopics, consider the questions your audience has around the specific topic you chose to write about.
- 33. TEXT ANALYSIS GUIDE How do you categorize customer comments? What is feedback text analysis? Text analysis categorization systems Correct text analysis method LINKS
- 34. How to Build a Topic Cluster
- 35. How to build a topic cluster 01 Define your topic areas Determine a broad topic area that you want your business to be known for and build authority around.
- 37. Activity Determine a broad topic area that’s relevant to one of your products or services. (~1 min) 1. Based on what you know about your business, select 1 broad topic area you want to be known for. 2. Search this term in Google in Incognito. 3. Review the page one results. Who is ranking in the top spot? What are they writing about? How long is the content? Who is it written for?
- 38. How to build a topic cluster 01 Define your topic areas Determine a broad topic area that you want your business to be known for and build authority around. 02 Identify your core topics Contextualize your broad topic area into more specific core topics.
- 40. Activity Determine contextual core topics in support of your broad topic. Time: ~2 minutes 1. Using your observations from the last exercise, identify 1-3 specific core topics in support of your broader topic area. 2. Pick 1 to start with and share it in the chat. 3. Type it into HubSpot’s topics tool and see MSV and difficulty for the topic
- 41. How to build a topic cluster 01 Define your topic areas Determine a broad topic area that you want your business to be known for and build authority around. 02 Identify your core topics Contextualize your broad topic area into more specific core topics. 03 Identify your subtopics Identify a series of subtopics in support of your core topic.
- 42. INBOUND MARKETING PERSONAS What are negative marketing personas? How do you build a persona? What are the different types of personas? What content does my persona want?
- 43. Activity Identify subtopics for your core topic. Time: 5 minutes 1. Using Answer the Public (https://answerthepublic.com), find 3-5 subtopics to add to your topic cluster. 2. If you are a Marketing or CMS Hub customer, you can also use the Topics tool in HubSpot. Navigate to Marketing > Website > SEO and select Topics.
- 44. Topics Tool in HubSpot
- 45. How to build a topic cluster 01 Define your topic areas Determine a broad topic area that you want your business to be known for and build authority around. 02 Identify your core topics Contextualize your broad topic area into more specific core topics. 03 Identify your subtopics Identify a series of subtopics in support of your core topic. 04 Create a pillar page Outline a practical resource to cover your core topic comprehensively.
- 47. Final Step Identify which subtopics you already have content on that could be optimized, and which ones you need to create new content for. Create your topic cluster content
- 48. Recap & Next Steps
- 49. Recap: ● Topic clusters rearrange your site architecture to help both search engines and people navigate more easily. ● Your goal is to build topical relevancy and establish yourself as an authority in your topic area(s). ● Create topic clusters with blog posts linking to a comprehensive pillar page resource. ● Focus on the user!
- 50. Next steps
- 51. What to do next: ● Perform an audit of your existing content ● Create new content to fill in the gaps ● Put together a pillar page ● Build links between your pillar page and cluster content ● Promote the pillar page to your audience
- 52. Continue learning with HubSpot Academy ● Content Strategy Course ● Creating a Content Strategy in HubSpot lesson (for how to use the Topics tool to map out your topic clusters) ● Content Marketing Certification (for much more on different content marketing methods) ● NEW! SEO Certification ● How to build a pillar page
- 53. Q&A
- 55. Thank you