23rd September 2021
We don’t do normal content strategies, and neither should you.
Personalisation is key to successful content marketing in 2021. Yet despite figures showing that 80% of customers prefer to shop with a brand that provides a tailored experience, many content marketers and content creation teams are still pushing a one-size-fits-all approach to their content plan.
You might get results from this, but you certainly won’t get the results your business or is capable of.
After several years of research, experimentation and proven results, we’re finally ready to launch our SEO Bomb® service. Combining first-class, analytics and research skills, as well as a unique approach to developing a high-quality digital content strategy, we now know exactly how to grab Google’s attention – target your ideal customer, be informative, and delight the user!
In our article below, we’ll look at improving content strategies, the make-up of SEO Bombs® and the effect these can have on a brand’s content efforts and success. Let’s dive in!
- How to improve your content marketing strategy
- What does SEO success mean for your business?
- What exactly is an SEO Bomb®?
- What is a Google Bomb?
- What is a topic cluster?
- What is pillar content?
- How do topic clusters help improve SEO?
- Where topic clusters fit in a content strategy
- The importance of internal linking
- Launching the SEO Bomb®
1) How to improve your digital content marketing strategy
Even in 2021, a lot of digital marketers, business owners are still creating random blogs and articles on a daily basis. They may be beautifully written, but they lack the data-led research behind them to deliver results and achieve your marketing goals.
To improve your content strategy, you need to understand how your target audience uses the internet. When it comes to eCommerce or B2B, the web is seen as a place to find solutions and to find them quickly.
Fail to provide these solutions, and your potential customers will simply look elsewhere.
As we’ll see below, the key ingredients to improving your content strategy can be found in an SEO Bomb®. We combine data-led research, pillar content, topic clusters and a great internal linking structure for a unique and results-driven content creation solution. – All making it easier than ever before for you (our target audience) to come up with relevant high-intent content ideas, fill your content calendars with various content types, climb search engines and hit your content goals.
2) What does SEO success mean for your business?
Simple – SEO success leads to business success!
Optimising for organic search means improved online visibility – your site will appear higher on Google’s search results. Higher places lead to more clicks. More clicks mean more traffic. More traffic means more enquiries and/or sales.
Of course, every step we’ve outlined above has its own challenges and hurdles. But as a rule, SEO success leads to more conversions, simply through cause-and-effect.
A study showed that SEO drives 1000+% more traffic than organic social media, and 49% of people use Google to discover new items or products. Search engine optimisation remains a must-have strategy for any business.
3) What is an SEO Bomb®?
An SEO Bomb® includes tailored SEO content topic clusters based around recommended pillar content or your existing landing pages. SEO Bombs® are created with your target audience in mind.
Data-led, expertly-researched and unique, they’ll boost your Google rankings for the high intent key terms that matter. We’ll break down these steps below, but first, let’s revisit a blast from SEO’s past.
4) What is a Google bomb?
Those working in digital marketing for a few years may remember Google bombs with a shudder.
They’re definitely NOT to be compared to SEO Bombs®!
Google bombing was an SEO ‘black-hat’ technique (in the ’90s and early ’00s) which found some success before Google became the super-civilised engine it is today.
All ‘black-hat’ tactics attempt to do the same thing – earn good Google rankings through non-legitimate means. Google bombing attempted to exploit the search engine’s algorithm by excessively linking to a specific page from other websites, and using the same anchor text each time.
A large number of links using the same anchor text would ‘up’ a page’s ranking for that specific product or service keyword or phrase.
Some brands were able to boost their rankings by creating a huge number of worthless blogs and websites, set-up to link to their main site.
So that’s settled then!
Now that’s clear, let’s look at the make-up of SEO Bombs® in greater detail.
5) What is a topic cluster?
A topic cluster is a collection of enhanced pieces of copy that’s related to the same subject. Topic clusters are central to our SEO Bomb® service and our clients have enjoyed great success because of them.
Here’s what they’re all about:
Understanding both Google’s algorithm & user behaviour
Google’s algorithm is a lot more sophisticated than it used to be. Anyone working in SEO ten years ago will remember the days when pages competed for just a few – mostly higher-ranking – keywords.
Google bots took keywords at face value, without looking at the wider context and usefulness of a page or piece of content. That’s no longer the case. Google is a clever-pickle nowadays, and users have reacted to its capabilities by setting it greater challenges.
64% of people now use at least four words when searching online – they’re asking specific questions, and they want specific answers. Simply optimising a page for high-ranking keywords is strictly an old school digital content strategy.
Given that Google is now able to serve up results based on highly specific search queries, the only solution is to create a diverse range of content as part of your content strategy plan
A multi-page approach
Trying to cover every potential area of a topic on a single page is no longer the best approach.
It’s more logical – and effective as part of a well-informed SEO strategy and content plan– to spread a topic across multiple pages. Each page can then be an expert on a particular area of your subject, and compete for its own bunch of relevant keywords.
Imagine trying to cover a topic as broad as ‘London Restaurants’ on a single page. It’s far better for users to create a central pillar page, giving an overview of your subject. Then add sub-pages on the likes of ‘Indian Restaurants’, ‘Seafood Restaurants’, ‘Vegan Restaurants’ and so on. Search-related data determines the number of pages you need.
Topic cluster case study
To give an example, beauty brand Byrdie created a mammoth topic cluster on piercings.
By looking at search-intent data, Byrdie’s marketing team (with exceptional quality content efforts) managed to identify 66 separate sub-topics, each deserving an individual page. Together, these rank for a combined 26,355 keywords. As a result, the brand earns an average of 1.4 million visits per month on its piercing content alone.
6) What is pillar content?
Pillar content is the main page of your topic cluster. Here’s what an SEO Bomb® looks like from outer space:
Pillars are the foundation for the subject that you’re covering. They should also serve as a menu/introduction (core topic) to the rest of the valuable copy and information within that cluster.
How does pillar content help Google understand your site?
Great SEO has many facets, and one of these is to make Google’s life as easy as possible.
A pillar page makes it clear to Google that you have X amount of pages on X subject. Combine this with excellent internal links and linking structure, and search engine bots can scurry off and scour your site with minimal effort.
7) How do topic clusters help improve SEO?
We know that organised websites are good for users, and your website’s structure is just as important as its content when it comes to SEO. It should be easy for any potential target audiences or buyers landing on your site to find what they’re looking for (types of content, products) at-a-glance. Fail to do this and they’ll simply leave your website or blogs for one that’s easier to navigate.
- Topic clusters provide authority
Research shows that 92% of people prefer content published by brands that are considered an authority in their industry. A brand simply can’t afford to be anything less than an expert these days. If you don’t have the necessary information and quality content on your site, you can be sure that your competitors will.
- Google has confirmed their worth
Those of us working in SEO wait constantly for confirmation from Google that our hunches and data-led findings are right. Google itself has confirmed that content clusters help their bots to understand topics and sub-topics, making it easy for crawlers to see on a regular basis the amount of relevant information you have on a given subject.
- They improve UX and Core Web Vitals
A great user experience is central to keeping visitors on your site. We’ve also had confirmation from Google in May 2021 that Core Web Vitals have become ranking signals.
For an in-depth explanation and information and how to improve these on your own site, visit our educational content guide to Google’s core web vitals made simple.
8) Where topic clusters fit in a digital content strategy
Simply put, in 2021, topic clusters should be your SEO content strategy.
We still come across a multitude of ways that both clients and other agencies use when creating a digital content strategy. Some are still dreaming up a type of content based on an overly simplified content audit and even personal preference.
Others are focusing their copy on high-ranking keywords. Many are creating duplicate content and cannibalising their own pages.
None of these methods will compare to the results a data-led SEO Bomb® can bring. Changing your content strategy to one dominated by content clusters not only organises your content marketing effort, but it will help you avoid duplicates, fill content gaps and make your site authoritative, easy to navigate, and packed with quality relevant content, that speaks to your target audience persona.
Research shows that content marketing rakes in conversion rates six times higher than other channel options and methods, so it’s essential to do it, and to do it well.
See our blog post on how to create a topic cluster in 6 steps for more info.
9) The importance of internal linking
When it comes to creating a successful topic cluster, an excellent internal linking structure is essential. Without it, the whole project will be half-baked, and you’ll be making achieving business objectives more difficult than it should be.
Outreach gurus Ninja Outreach recently ran an internal linking campaign, based upon a topic cluster format, and saw a 40% increase in organic traffic. So the importance of internal linking is not to be sniffed at.
What is good internal linking?
There’s a fine line between inputting too few internal links and having too many. Ask yourself the question – what’s necessary? If you’re a brand new user to that page or content piece, which other pages will be the most useful? Keep the user experience in mind at all times.
Don’t forget to pay particular care to your anchor text. This should resemble the URL of the page you’re linking to. Although just one of over 200 Google ranking factors, site-wide optimised anchor text can be most beneficial to SEO.
Launching the SEO Bomb®
We’ve been working on unique content strategies since our inception as an agency.
The major results we’ve seen for our clients and agency partners across a range of niche and challenging industries inspired us to give our approach an official name – and so the SEO Bomb® was born!
We’re really excited to officially launch this new and unique digital content strategy service from September 2021.
The three SEO Bomb® packages are designed to skyrocket your online presence and organic traffic rankings around high-intent terms your buyers use, and promote your business as the go-to authority for that chosen subject fast.