Clustering: we structure the content so that the site goes to the top


In recent years, search engines have become smarter. They are able to find synonyms of terms, select the most complete answer to a user's request, even for two or three keywords.

Recently, people began to ask difficult questions to Google and Yandex, to use full sentences - due to voice search, which is rapidly replacing the usual, typed.

In 2015, Google released the search algorithm Rain Brain. He compares past queries with similar topics and selects several keywords and phrases related to the actual query. It analyzes sites in terms of internal links between articles, the number and placement of links. Therefore, it is important to properly organize the content inside the site so that the search engine will display your site when queries are similar in subject.

How to structure a blog site

When there is a lot of content, the blog turns into a chaotic, structureless set of articles. Orient among the pages and find the desired user is difficult. Even harder to do is search engine.

To avoid this, you need a cluster. This is an ordered composition of content. A cluster consists of a parent page, children, and link hyperlinks.

Cluster Levels:

The topic is the root page containing the high-frequency keyword. This is a hub of a “big,” common theme. She answers most common queries on the topic.

Subtopic (child page) - a narrower topic, contains a key phrase query. The longer and narrower, the higher the ranking.

Hyperlinks link topic and subtopic.

For example:

Topic: "Promotion of business on the Internet"

Subtopics: Contextual Advertising, SEO Promotion, SMM Promotion

Thanks to the cluster, the search engines will find that there is a semantic link between the content of the pages. Google, Bing or Yandex will understand that there is more detailed information on your site, that you can really stick on it and explore the sphere in breadth and depth.

What to do if you already have a blog

If the blog of your site has already become a disorderly repository of articles, this can still be corrected. To get started, explore Yandex.Wordstat and Google Edwards. Write down potential keywords for each topic. Select the words with the highest search results among them.

Then refer to your content. Combine articles on the topic with the highest rates under a single topic, connect with hyperlinks. Remove hyperlinks that do NOT link a cluster. And articles that cover several topics at the same time, it is better to share, so as not to confuse the search engine.

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