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What topics to write on the blog to go to the top and close deals


This blog architecture works to create an image of an expert in a given topic. Have you watched the interview with Elon Musk, in which he, among other things, talks about how Tesla applicants are interviewed? They denote major problems that we worked on, and then talk in detail about how they were solved – the more nuances they describe, the more likely they are recognized by experts and taken into the team. Here we are in the agency and offer clients the same approach to content – we designate a range of topics and go further in breadth (focusing on their different sides) and in depth (explaining smaller and smaller details).

This approach will be appreciated by Google and Yandex. When the internal linking is well organized in the blog (child topics always refer to parent topics, and parent topics to child topics), users more actively switch from one material to another – the session time on the site and the number of page views per session increase, and these are the key behavioral factors. In addition, thanks to this architecture of the blog, it is easier for search robots to understand which materials have a semantic relationship and how broadly a certain topic is disclosed on your site. So, child articles, which are already highly ranked in search engines for low-frequency queries, begin to pull up to the top and parent articles – which cover more frequent queries.

Further – about those points that are worth paying attention to if you want to organize a blog in this way on your project. Let’s consider them using the example of an online market for planting materials.

Our client’s project includes 23 product categories. The client plans to publish 2 articles per week on the blog. If we had laid a thematic cluster for each category of goods, then the results of the cluster approach could have been talked about in about 4.5 years – when the clusters would have grown to the third level.

To shorten this period to a year, we asked the client to identify those 20% of product categories that bring him 80% of income. Since this is a project with a pronounced seasonal demand, the categories were selected so that the blog would drive traffic and convert it into leads all year round. It turned out 5 categories, one of which is “Conifers”.

The content on these topics is the most important on the blog. We advise you to invest enough resources in them in order to get high-quality longreads with diagrams, photographs and videos. In the future, these are the pages that will rank for the widest range of keywords and drive you the most traffic.

Plan in the Red Calendar to optimize the content on these pages once a quarter in order to regularly update the data, expand the content, clarify certain points, update tables, diagrams, photographs.

After a year, when the clusters are formed, continue to expand them – add articles to the previous levels of the cluster and create new levels. Also, start forming new thematic clusters – gradually you will cover your entire assortment, but the most effective clusters will remain in priority categories.

In our diagram, which we presented above, the architecture of the blog looks like a lot of methane molecules, but the parent themes do not have to have exactly 4 children. Topics in one cluster can have a completely different number of subtopics – from 4 to 20-30.

In order to determine the topics for columns B and C, we research keywords using Yandex.Wordstat, Keyword Planner and Google Trends.

Next, we clear this list of garbage: duplicates, zeroes and requests for which the target audience will definitely not come to us – for example, “which plywood is better than birch or coniferous” or “a plot for a cottage in a coniferous forest, what are the problems”.

We also cut off requests in the spirit of “how many years do pine trees live?” – their frequency can be 10 times higher than that of such requests as “is it possible to plant a pine tree in open ground”, but the quality of traffic is clearly lower.

Thus, among all information requests, we select those that are more likely to be set by our target audience, and distribute them in the template by levels. The larger the tail of the key, the narrower the topic, and the narrower the topic, the further it will be from the main topic of the cluster.

In the future, there will be more and more articles on narrow topics – each of them will attract a small amount of traffic and transfer it to articles on broader topics, improving their traffic and helping them, in turn, rise higher in the search results across the entire group of information requests.

To take some kind of information request as the topic of an article, we must be sure that our audience is interested not in the moment, but always.

Even if this query had a higher frequency, it would still be of no interest to us in the first years of working with clusters. We want to receive traffic all year round

In the temnik, in addition to the topics themselves, we include the average annual demand and the average demand for each month (columns DP) – for the calculation we take the last 2 years. This is how we show the client that the article will attract traffic to the site all year round – sometime in large volumes, sometime in smaller volumes, but all year round.

Also, this data should be guided by when drawing up a content plan. An article on the topic “How to cover conifers” in October can bring 803 organic users to the site, and in July – only 49. But it may take 3-4 months for search robots to index the article, recognize it as being of high quality and bring it to the top. Therefore, you need to publish an article in the blog in advance – in this case, not in October, when it is relevant, but just in June-July, when practically no one is interested in this. But we recommend distributing this article in October.

Well, that’s all – consider that you have a temnik ready. Now, for each topic, you need to assess the complexity of ousting competitors from the SERP and prepare quality materials. More about this in the following articles.

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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