Oct 08 2019

SEO Strategy: How to Effectively Use Keywords in 2019

Posted by Charisma Felix ,

Although search engines have drastically changed throughout the years, it still considers keywords as the main component to help them rank websites individually. It is just that its algorithms used are focusing more on the users’ search intent rather than keyword density. As the search engines become smarter, it would be difficult for businesses and digital marketers to get noticed by the search engines and achieve higher rankings. However, one does not need to be a genius to make their website become an authoritative one to drive more traffic on their website. You just need to use the right content strategy and keyword research using the topic cluster model.


What is the Topic Cluster model?

A topic cluster is composed of a group of interlinked web pages that contains a blog post or content related to the “pillar content”. Now, what is a pillar content? It is the main topic/s about the products and services of your business. You can think of it as the major pages of your website. Since it is a major page, naturally, you will have to use main or high-ranked keywords in a pillar content. Whereas, a topic cluster is used to make the pillar content more recognisable in search engines and rank higher. It uses long-tail keywords and topics that are related to the pillar content. Simply put, a topic cluster and its long-tail keywords act as a support to make the main keywords more effective in SEO. Here are more of the benefits of using topic clusters in your webpage:

1. Adapt to the Changes in Google Algorithms

Google remains to be one of the top-rated search engines because of its ability to provide almost accurate and relevant search results to users. With its Hummingbird update last 2013 and its new algorithm, RankBrain, it can easily analyse the context behind each user’s search queries. With this, ranking websites become more diverse. This means no longer does the search engines rely on keyword density for its rankings. As long as a keyword is related and relevant to the search query, it will appear on the first few pages of the SERPs. This is where topic clusters come in. They contain long-tail keywords that are related to your business thus increasing the chances for your website to reach your target consumers.

2. Improves Ranking of Similar Content

With topic clusters, the main pages that contain pillar content will not be the only ones who will be given the opportunity to shine, but also your other blog posts too. Before when search engines would focus on keyword density, minor pages tend to get dumped at the innermost part of a website. Now, blog posts or topic clusters can become relevant search results. Not only will these posts get more attention, but it will also help the entire cluster get a boost. How did this happen? Topic clusters are interconnected to a pillar content through links. The pillar contains links about each topic cluster, and then these topic cluster has links that would bring the user back to the pillar content.

3. Drive More Traffic to Your Website

As you begin to rank higher thanks to the topic clusters, it will be easier to drive more traffic rates into your website. Plus, these topic clusters provide more informative and relevant content that is related to the users’ interests so there is a high chance that they’ll stay longer and explore more because of it. This, in turn, reduces bounce rates.


How to Utilise Topic Clusters for SEO?

1. Topic Conceptualisation

Creating topic clusters is simple as long as you have a sound knowledge of what your business is all about. You just have to think of subtopics that are related to your pillar content. If ever you can’t come up with a good one, you can use a tool called Answer the Public. In this tool, you’ll be able to find related topics that most users are searching online. Or you can just simply type in at Google’s search bar and check out the related searches results.

2. Keyword Research

As for the long-tail keywords to use on each topic cluster, you can use various tools like Ahrefs, SEMRush, Google’s Keyword Planner and Ubbersuggest. These help determine which long-tail keywords would work well to boost rankings and drive more website traffic. You just have to make sure that each keyword you’ll pick is related to a particular pillar content to make the topic cluster model work.

3. Internal Linking

Include internal links in topic clusters that would link back to the pillar content. You should also the same to the pillar content so that the topic cluster model would be effective. You just have to avoid linking the same anchored texts because this might cause a penalty in Google.


Conclusion

It is true that search engines (especially Google) are now “brainier” than ever before because of how its capability to understand what each website is all about. Its algorithm is like a human brain that can analyse a particular content and ranks them according to its relevance. However, the comprehensive abilities of its algorithms are limited, unlike a human brain. There is a tendency for it to leave a website immediately without fully exploring the website’s contents. It happens usually when the website does not have an organised architecture or a sitemap. In order to help search engines better recognise your website, you should utilise the keywords related to your business through the use of topic clusters.

Know more about digital marketing and the effective use of keywords with the help of an SEO company in Singapore. Their SEO services in Singapore include keyword research and this can help boost the topic clusters used in your website.


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