Over the past few years, SEO has undergone significant changes. A lot of what was once regarded as “recommended practices” are either no longer relevant or potentially harm your search visibility. We must modify our strategy to make sure we are getting the best return on investment as Google continues to make algorithm modifications to give the most accurate results for searchers.
The traditional rule for optimizing a page for the search was one page, one keyword concentration. Is this rule still valid, though? Should we continue to focus our page optimization efforts on chosen keywords and search terms?
The average #1 ranking page will also rank in the top 10 for around 1,000 other relevant keywords, according to a study by Ahrefs. Therefore, if your page gets ranked number one for a particular term, it is also ranked for around 1,000 other closely connected terms. How does this operate? Let’s discuss the advantages of a topic-based search over a search that is keyword-focused.
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One page, one particular word, according to traditional SEO. To attain the top keyword ranking position, we will completely optimize that page for one term. Now, I’m not saying that conducting keyword research or on-page SEO for particular search terms is incorrect because it isn’t. To do SEO properly, you must have the necessary technical discipline. But we need to move beyond just using particular keywords. You can assess the importance of ranking first for a certain term by looking at the Ahrefs research in the aforementioned link.
A ranking in the top ten for approximately a thousand additional terms is actually necessary because they are closely related and will increase traffic.
This demonstrates the move away from keyword-specific ranking and toward topical ranking currently. Google is pushing more topic-based ranking, where a site that is well-known for a particular topic will rank for a broader set of terms in that topic rather than just focusing on a specific keyword match, as they start to understand and really drive innovation toward understanding users and their behavior.
Increasing Keyword Position by Establishing Topic Authority
In order to comprehend how we may establish ourselves as subject-matter experts for our brands online, how can we begin to change our thinking and our approach?
The engagement will be driven by your users more than ever before. You will fall far behind in this field if you don’t conduct accurate persona research and truly understand users. It would be best if you started obsessing about your users and the difficulties they have, conducting research on their search intent, and then creating content that will address those problems, rather than merely stressing over rank tracking and keyword positions.
One benefit of topical authority is that you don’t have to concentrate as much on one particular keyword when you write. I am aware that when trying to create a piece of content around a highly particular term, SEOs or content marketers frequently run into this problem. When you stop attempting to cram a keyword into a certain piece of your content and start thinking about the topic as a whole, you really have a lot more creative freedom and are able to come up with better solutions. Instead, you’re free to write just about the subject and genuinely assist your consumers in resolving their issues.
And this is the goal of Google and the other search engines: to improve content. Despite the abundance of information available online, millions and billions of individuals still hunt for solutions on a daily basis. In fact, 15% of searches each day are entirely new and have never been done before. Therefore, there are still many prospects for growth and expansion. On the other hand, 85% of searches are for terms that people frequently search for, if we take a second look at that statistic. Therefore, we can begin to develop our strategy around key themes and topic clusters while also comprehending how each of them relates to the overall direction we want to take.
Making Your Pages Topic-Based Search Ready
So how can you launch a topic-based SEO campaign? So, let’s begin with a really broad keyword. Start with the really wide goal that we’re aiming towards. I want to be known for local SEO in this situation. That makes it a top-of-the-funnel search query and a very broad term. Long-tail keyword phrases will now be found outside of them. Therefore, we still need to conduct keyword research and comprehend what individuals are looking for. A little different than in the past, we’re employing that research.
Therefore, we will start investigating local SEOs. Local SEO firms and local search engine optimization are hence keyword variations that are related to my core subject. However, how do you appear on Google Maps? Although there is no mention of SEO in the name itself, it is nevertheless tied to SEO. But it still pertains to the subject in its entirety. How can I get my company to appear in searches? How do I get more organic traffic to my neighborhood store? We start to think about these other concepts that are somewhat connected, that might be relevant to the subject as a whole, and have some parallels, but they make sense overall, right?
Create Topic Cluster Maps
Therefore, we aren’t as concerned with precise target keywords or high-traffic terms. We’re preoccupied with the subject and making sure we comprehend it in its entirety. I prefer to group these into clusters with the main idea in the center and bubble it. To sort of see where these things overlap and how they’re connected, draw a Venn diagram or bubble chart around it. Then, I can use that research to produce really excellent content that addresses particular search queries and directs potential customers to my new page, my money page, the conversion page, or the page that I really want them to visit in order to learn more about services.
People don’t always act as we expect them to because we focus so much on these extremely particular phrases, blog about them, and have obvious intentions, like the ones I’m about to list. People who search are looking for solutions to their problems. The desire to see what we have to offer follows. What will this cost me, exactly? What exactly do these men do? How would this help me with my issue?
Therefore, topical authority enables you to effectively direct traffic back to your site’s core pages by establishing simple, organic, and natural routes rather than directing them down a landing page tunnel.
With topic-based SEO, you may elevate your keyword ranking positions.
You can really pour more people into the top of the sales funnel and then drive them to those pages, those core topic pages that they really want to learn about, by using topic-based SEO to help you rank for more terms and increase your search visibility. Therefore, use the keywords, use the research, use the data you have, and make informed judgments about how you may become a topic authority rather than stressing over search engine rankings or keyword placements.