Brands should use topic clusters around their pillar content to improve search rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 05, 2020, 1:51 PM UTC

Topic clusters use keywords with smaller search volume but a higher ranking probability.

This piece suggests brands should use topic clusters around their pillar content and create content on those topics to improve their websites’ search rankings. Topic clusters can help marketers gain search traffic through better rankings and give more credibility to their pillar content on search engines.

Since mobile traffic comprises of 53.81% of total web traffic, brands can benefit from optimising content for mobile devices. But, marketers should not completely ignore the traffic on desktops and build long-form of content to cater to them.

Businesses should also focus on obtaining more inbound links to enhance relevance and reliability for searchers. Marketers should conduct a competitive link analysis to evaluate which domains link to their competitors and why.

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