How to Improve Your SEO with a Topic-Driven Content Marketing Approach


    The industry is rapidly moving from a keyword-focused approach to a topic-driven model. Google’s recent re-brand of its ad network, AdWords to Google Ads, provides a perfect example of this. Search Engine Optimization is one of the technique used to improve the ranking of the website. This is the platform where you can create your web pages and implement certain methods to help you to get high rank on search engine result pages (SERPs). The higher the your page rank on Google/Bing/Yahoo result pages, the more traffic will trigger to your website. In this new framework of Google’s search algorithm, the focus is more on the optimization of Off Page SEO Strategies. Sites have been affected by recent and future upcoming algorithmic updates. The trend started with Hummingbird and now continued with Medic updates around intent. If you are looking for the best SEO Service Provider, consult it for their best services.

    There are numbers of ways through, you can choose and pick the right keywords that will attract the right people to the your website.But sometimes it is tough to choose the right terms for Google. They have been a lot of changes in search behavior and search guidelines in the last few years and they are changing constantly. If you want your web pages, content marketing and email marketing to deliver optimal results, then you’ve got to understand how to research and use keywords in the current environment. The top seo companies in India provide adequate help related to the seo services.

    Keywords are still important for search engines and users. As searchers, we actively look for bolded exact match keywords in titles and meta descriptions when deciding which page to click on.

    In this blog, we will provide a step-by-step guide for using keywords and topic selection tools to improve the performance of your most valuable webpage using your content marketing strategy.

    1. Audit your current site

    The first step in revamping your SEO strategy means understanding where your current site is winning and where it is failing.

    Chances are, you have some core service pages and top-level tutorial pages that are sitting just in striking distance on the second page.

    So how do we improve their rankings?

    1. Create sub-topical content that links back to that page.

    2. Build backlinks to that page.

    3. Expand on existing content by making it more user-friendly or expanding the amount of information within.

    4. Improve user engagement on these pages.

    Organic Presence

    First, it’s important to evaluate the keyword rank of your core webpages. You can use SEMrush and then incorporate it into a spreadsheet. You’re going to run into a lot of junk and random keywords that have no bearing on your business. Here, you can identify opportunities for keywords that are relevant to your business that you can scale up in the rankings by using those three previously mentioned strategies.

    Select target keywords with high volume and low competition to optimize your existing content that is essential to your information architecture.Look at other key metrics beyond keywords on a page-by-page basis, such as Page Authority, to see where opportunities exist to scale pages using both internal links and backlinks.For more information about your organic presence, you can leverage Google Search Console to look at your monthly traffic volume and how many clicks your content is receiving in organic search results.

    Here, you can optimize existing metadata and improve the user signals surrounding your content. Indirectly, this should assist in rankings.

    In this, we have used SEMrush to find out the keywords and other relevants terms.

    3. Use Metrics

    To improve user signals you need to know the behavior of users as they land on your site.

    Use Google Analytics to assess how users interact with your webpages once they land on them.

    The most important metrics include:

    1.Page views.

    2.Bounce rate.

    3.Average time on page.

    4.Conversions (if tracked).

    These metrics will provide a good understanding of how well your content is meeting user intent and how users engage with your content: are they leaving or is it encouraging them to explore your site further?

    Google Analytics provides a behavioral flowchart that shows you the actions of users as they land on your webpage.

    4. Establish Goals

    Each piece of content will serve a different purpose in your sales funnel. So, you need to identify the goal of each page and set up KPIs to track monthly and evaluate the effects of your content marketing campaign.

    Generally, content will serve a number of goals, not limited to:

    1. Bringing additional traffic to your website.

    2. Moving the needle on choice keyword terms that are within striking distance.

    3. Ranking for additional semantically related keywords.

    4. Assisting in funneling conversions through your website.

    5. Generating visibility around your brand and business.

    6. Providing thought leadership or topical authority over the subject matter.

    2. Build Website Architecture

    The best way to set up your information architecture is through a town-down pyramid approach segmented by categorization. Essentially, the idea is to use internal linking to improve the rank of core service pages by building out sub-topics around a central piece of content.

    When coming up with sub-topics, you should analyze long-tail variants of topically related keywords with high search volume.You can use the Google Keyword Planner, SEMrush, Ubersuggest, and even related search phrases in Google search queries.

    One of the best resources is competitive analysis. Leverage SEMrush, Ahrefs, SpyFu, or any other competitive analysis tool to evaluate the following metrics:

    • Keyword gaps for choice terms.
    • Web pages that are receiving the highest traffic.
    • Content that is receiving the highest share of backlinks.
    • Content that receives positive social signals.
    • To develop a more coherent strategy you need to understand what people are searching for and what’s important to them as consumers.

    Google Trends also offers great search data around related queries with high search volume that other keyword planners don’t really cover.

    BuzzSumo offers data on articles that are being shared and actively discussed in your given industry.

    Using these tools and approaches, you can uncover topic ideas that are highly relevant to your core topic pages. From here you can create new content that is both beneficial on its face, but can also pass authority and boost interlinked pages on your pillar topic.

    3. Use New Content to Improve Existing Rankings

    Sure, creating new content will help with indexation and maybe pull in a little traffic, but how do we use this to increase the rank of our money pages?

    Set up internal links using targeted anchor text to send authority metrics that way to your core service pages and communicate its importance to search engines. Furthermore, build out links to these pages and promote them on social media to increase the amount of authority flowing through these pages.

    There are many ways to enrich and markup content to align with your taxonomy. Many content management systems have built-in “tag” management or you can employ a taxonomy software.

    The important thing to remember is content should be tagged with the most relevant taxonomy category.

    This allows for the website to aggregate or display content based on the relevancy of the article to the taxonomy category page on the website. This illustration has the “Highest Scored Default” as the primary category.

    The rendering of the content’s tags in the HTML can also be helpful as it can provide hints to search engines regarding this content’s contextual topical coverage and can assist with the display of taxonomy pages for internal linking.

    Finally, I would suggest going back and updating old posts to reflect your core service offerings and link back to those parent pages.

    Internal Links

    Related on-site links are a huge part of on-page smart content creation and building your website’s authority on the topics the site covers.

    These links should be contextual to the content’s primary and secondary keyword targets. These contextual cross-links assist with smart content architecture.

    If done correctly, the related links will add value to the audience, and increase your page KPIs, such as time on site and page views per visit, or especially conversions.

    Additionally, it’s ideal to place the links higher on the page and in the content itself, which emphasizes their importance to Google. These links help to build your website’s topical authority around the subjects.


    Smart content creation, paired with the development of your website architecture, tagging, content optimization, and internal linking strategies, will produce a highly optimized website that will rank, convert, and delight your audiences. There are various tricks and technologies those are required to developing your website’s user interface to reflect the content silos will help direct your audience to their desired location. It will also provide Google with a crawl path to discover your topical landing pages and the content that they display. If you need any types of the help related to your seo services, consult Indeedseo, best seo company in the region.

    Read More: 14 Unquestionable reasons why you need Digital Marketing

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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