Rethink Your Content Strategy in 2018 To Get Noticed — Part 2

Posted on September 18, 2018 by RLO Training in Training

In our last post, we looked at the changes in SEO and content when it comes to your marketing strategies. This week, we’ll go further into how to create and organize your content so it draws your audience in the new search landscape. To get the most out of the new search tools, you need to better structure your content to totally embrace search marketing.

How? Well, back in 2017 new buzz words quickly took over the marketing world:

  • Pillar Pages
  • Topic Clusters
  • Linking structure

Most of your audience will begin their searches for an auto repair shop by using common terms. Let’s use “Auto Repair” as a search term example. Take a look at your website and see what type of content you’re focusing on.

Most of your audience will begin their searches for an auto repair shop by using common terms. Let’s use “Auto Repair” as a search term example. Take a look at your website and see what type of content you’re focusing on.

Content Pages:

  • Services
  • Specials
  • Contact Us
  • About Us
  • Car Care Tips
  • Make An Appointment
  • Reviews/Testimonials

Honestly, having these content pages available is a great start. 

Now ask yourself: 

  • Do you showcase all of your services? Make sure you have a complete breakdown that is easily accessible, like in a drop-down menu.
  • Is there any content missing from your website?
  • Is it easy for your website visitor to navigate the different pages?
  • Are you offering helpful resources for each of the core pages?

Here are some examples of content pieces you may be missing:

  • eBooks, guides, or other downloadables
  • Car care tips to keep your car in good shape between services
  • Coupons for repairs or oil changes
  • A blog or vlog so that your customers can get advice directly from you
  • On your About Us page, have a picture and short bio of everyone who works at your shop

Thinking about how your audience searches will help you identify topics you want them to find on your website or blog. Taking inventory of the content you currently show on your website will help you identify any holes (content you don’t currently have) and take steps to create that content.

Pillar Pages & Topic Clusters

The Pillar page is your basis for all Subtopics. It covers the aspects of your topic on a single page. This can be a longer blog post or a content page on your website. 

To create a Pillar page, think through all the topics you want to rank for on a Google search. A Pillar page should answer your searcher’s questions and allow them — through links — to find more detailed information on the Subtopic page.

A Topic Cluster is comprised of a Pillar page and about 6-8 Subtopics that you’ve compiled for each of your core topics.

The following subtopics are a part of the Services Pillar:

  • General Auto Repair and Service
  • Major Repairs and Services
  • Hybrid-specific services
  • Electric-specific services
  • Towing/Roadside Assistance
  • Financing

Here’s a helpful article from HubSpot that provides a more detailed explanation around each of these new content strategy optimizers.

Structuring your content around one core topic at a time will help you organize for the new way people search. Having six to eight relevant core topics strategically linked to and from your Pillar page provides a good user experience — which means Google RankBrain will reward you by showing your content in search results. Plus, your content will be coming up in more searches, your business will get more attention and — ultimately — you’ll get more customers.

Consumers have changed the way they look for information and Google has adapted. With Google RankBrain, search marketing now favors companies that make it easy for the user to find information quickly. Because of that, it has become important to think about how to best organize the content you want your potential client to find.

Instead of focusing on specific keywords, you need to create Pillar content about a Core Topic and link to and from the Core/Pillar to relevant subtopics. This enables your prospective customer to quickly find all the answers they need and connect with you. Their positive user experience and the appreciation of the helpful content you gave them will combine, creating a feeling of trust — exactly what you want when a new customer is finding you for the first time.

Written by RLO Training