Brands should identify the head terms for their pillar content to improve search engine rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 10, 2020, 4:01 PM UTC

Head terms should have a monthly search volume of at least 2,500 and align with brands’ content marketing strategy.

Marketers should identify the broad keywords (head terms) with higher search volumes to write their pillar content. Brands should ensure their buyer personas use the keywords in their queries and support at least one of their products or services.

Businesses should then identify the core topics that can provide a detailed context to their head terms. Marketers can leverage Google’s autocomplete and related search suggestions to figure out core topics.

Brands should use these core topics to determine the subtopics and build weekly content like blogs and videos around them. Businesses should further try to design their potential subtopic content as answers to user search queries.

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