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Keywords Vs Topics in SEO

Find out why a topic-focused approach can get you better results

With Google’s search algorithm updates introducing natural language processing, intent-based topics in SEO have gained precedence over keywords. Read till the end to learn how you should update your SEO strategy to keep up.

Why focus on topics and not keywords

  • Topics are more comprehensive – contain relevant terms and questions
  • Google’s algorithm knows how pieces of content can come together to answer the user’s queries
  • Meet the needs of the user at each stage of the buyer’s journey
  • - Content that provides early-stage information
  • - Content that shares an opinion on the subject
  • - Content about the product offering/solution

4-step process to improve search visibility

1 Begin with a content strategy

  • Arrive at a primary topic based on your product/ service offerings
  • Include semantically relevant terms in your keyword research
  • Research/ ask people what questions they have around the topic

2 Engage in competitor research

  • Study the top-ranked competition for your topic and related terms
  • Focus on those who have continued to rank well over a period of time
  • Learn from their website structure and content delivery framework

3 Identify intent behind search queries

  • With Google’s algorithm updates, intent has gained more importance
  • Search for your topic/ relevant terms in an incognito window
  • Rework your content to be in line with the nature of search results

4 Optimize your site structure

  • Organize your content to be easily understood by crawlers
  • Leverage breadcrumbs for navigation to clearly highlight the site flow
  • Establish authority by creating relevant content around the topic

Combine quality with discoverability

  • Enable a logical topic structure on your website for easy content consumption
  • Ensure quality content that answers the user’s query with full clarity
  • Include long-tail keywords and phrases used to search for solutions

To benchmark and improve your search performance with comprehensive SEO services that leverage the latest tools and technology, click here.

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