Search engine algorithms are continually changing. While this can be frustrating

for marketers, it's evidence that Google is working to provide the perfect results

for searchers. The issue preventing most businesses from reaching their goal of

being the Google online leader in their field lies at the core of their content

strategy.

Changes in search engine queries are

typically tied to the prevailing tactics that

are being used. Currently keywords are the

primary means of becoming a Google

online leader, however, that is rapidly

changing. Search context, AI, and new

result features are shifting things into a new

direction, and that is to focus on the person

searching first.

Both voice and mobile searches have been on the rise, up to 20% of all searches are now done

by voice. This change requires Google's algorithm to be more cognizant of context, instead of

just focusing on keywords. Keywords and massive amounts of content won't be enough on

their own, it's going to require an entirely new strategy.

A new approach that takes the

change in how people search

into consideration is to focus on

a topic rather than specific

keywords. In addition to your

core topic, you will need to

select related sub-topics as well.

All sub-topics are related to

your core topic, but uniquely

branch off into a more specific

category.

To get you started on creating your first topic cluster here are a few steps to follow:

1. Determine 5-10 key issues that your target market has

2. Gather those issues into broad topics

3. From the core topic, create additional, specific sub-topics using identified

keywords

4. Develop a content plan for each core topic and their sub-topics

5. Do research to confirm you're making the right decisions

6. Develop content, check results, and adjust accordingly

The key change with a topic group strategy is that you should expect and work

towards different results from each sub-topic. A few things to consider when

evaluating the success of your topic group are:

What topics are better at driving traffic

What topics are growing your leads

What topics are driving conversions

What topics are growing your brand

As Google and other search engines

continue to refine their algorithms to

better match the way that people search,

it will require a new strategy to stay in

front. Approaching your content with a

topic group mindset will help you create

content that is sure to provide answers

and put you in the position of Google

online leader. As always, it will take

planning, observation, and refinement,

but in the end, your results will be worth

it.

Ingrid Griffin, Internet Marketing

Consultant. Blue Dress® Marketing,

an Internet Marketing Company

headquartered in Knoxville, TN.

Internet Marketing Developed,

Implemented and Managed to Full

Circle! Organic Internet Search Engine

Guru. Turn Key Internet Optimization

Programs Placing You Everywhere and

Anywhere You Need to Be Online®

ingrid@bluedressinc.com

865-951-5887