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SEO – Always Evolving

W4 | W4 / April 25, 2018

What are the elements of search engine optimization? Texts, users and certain technologies: Modern search engine optimization is based on these three pillars. It is striking that these cornerstones are in constant change. How do you do justice to modern search engine optimization?

Which factors should be considered?

Users change their search behavior due to a variety of aspects. These can be rather individual developments as well as socio-cultural influences that determine user behavior on search engines. This constantly evolving way of using search engines makes trend researches - even if it's just a recent keyword research - enormously important. Another spect is the fact that new texts are published every day and some of them might take your own content's spot in the search engine rankings. Regular checks and, if necessary, optimizations are therefore essential.
The technologies and algorithms search engines use are constantly evolving as well. The ranking of individual texts should therefore be checked regularly so you can react quickly if necessary. It makes sense to work out a concrete SEO strategy - preferably one that is very flexible, that can be adapted at any time and focuses on thematic clusters.

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Thematic clusters

People increasingly formulate phrases consisting of several words, such as "amusement park near me". Location-based information like "near me" is often used in mobile search queries. Moreover, the fact that more and more words are used in search queries can also be attributed to an increase in voice search. 
In order to provide users with really relevant search results, search engines like Google are always optimizing their algorithms. Search queries are no longer checked for certain keywords, but processed as a unit.

Content producers should therefore consider to structure texts according to core topics (topic clusters). The core topics can then be linked with corresponding long-tail keywords or possible search phrases in a text. As a result, you improve your internal link structure, your content is considered relevant by search engines and you rank higher in the search results (with an optimal page structure even for multiple websites). At the center of this model should be core content (pillar content).

Pillar content

Pillar content has to briefly cut across all cluster topics so that this core content can link to the cluster content.

An example:
The pillar text covers a topic from a more comprehensive perspective like "Search Engine Optimization". In this text, related topics such as "search engine optimized texts", "search engine optimization with keyword tools", "optimize search engine URLs" or "Voice Search SEO" could be briefly mentioned and linked.

The benefits of the topic cluster model at a glance:

  • You link your content in a thematically useful manner.
  • You push multiple contents items at once.
  • Your content will show at the top of search engine results.
  • You offer customers and prospects well-structured content.

Tip: Make sure individual texts are well coordinated if you want to build or redesign your content and SEO strategy according to the thematic cluster model.

Tags: Content Marketing SEO

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Sarah Wilhelm
Sarah Wilhelm
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