Building an SEO content strategy for 2020 starts with 10 to 15 pillar keywords, supported by topic clusters of long-tail phrases, individual pages per topic, a consistent blog, and internal linking to signal relevance to Google.
SEO strategy is the process of organizing a website's content by topic, which helps search engines like Google understand a user's intent when searching.
Hubspot Enterprise SEO - How to Create an SEO Strategy for 2020 with Chris Burres and Matt BertramSEO strategy is the process of organizing a website's content by topic, which helps search engines like Google understand a user's intent when searching. By optimizing a web page around topics, then keywords within that topic, you can increase your expertise in the eyes of a search engine and rank well for long-tail…
A topic cluster starts with a short-tail pillar keyword and a high-level page built around it. You then create 5 to 10 blog posts targeting long-tail phrases that dig deeper into that topic. The pillar page and cluster posts link to each other, signaling to Google the relationship between the subtopics and the overarching subject.
Long-tail keywords represent more specific, targeted searches. As phrases get longer, buyer intent tends to increase. A searcher looking for a very specific phrase is closer to making a purchase decision than someone searching a broad one-word term, making long-tail traffic more qualified.
The hosts recommend posting consistently on a regular schedule rather than in bulk. Google notices publishing cadence, and a steady velocity signals ongoing authority. Dropping to zero content during disruptions like COVID-19 can negatively affect how Google perceives a site's thought leadership.
On-page SEO focuses on content. Off-page SEO centers on backlinks, including the number and quality of sites linking to you. Technical SEO covers elements like schema markup, server speed, server location, and the reputation of neighboring sites on the same server.
keywords, if you do the research right, can really move the needle for your business. And it's really where you want to spend the majority of our time to make sure you're going after the right thing and then develop a strategy that's really going to get you there.
Matt Bertram
do it above board or lose all of your boards.
Host
Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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