BrightonSEO, San Diego, CA 2024

Transcript

1. Growth through Content Organization and Topical Authority Melissa Chowning Twenty-First Digital @mchowning speakerdeck.com/mchowning
2. SEO nerd Local news enthusiast Peloton rider Political junkie Swiftie I’m a CEO I’m a Mom I live in the PNW Meditator
3. What is website taxonomy and content organization?
6. Why Does It Matter?
7. What is topical authority?
8. What is topical authority?
9. Our emphasis on topic authority means that we’re also able to serve original reporting from the news teams that are intimately familiar with the location and topic. Local publishers are more likely to show up more often for news events they cover in their area. Publishers with a specific expertise are more likely to surface when their content is most helpful to understand a news story about a specific topic or field. Specifically, Google tells us.... https://developers.google.com/search/blog/2023/05/understanding-news-topic-authority
10. How Crawlers Understand Content Structure
11. Website Taxonomy Topical Authority
12. The taxonomy elements you choose for your website influence and reinforce your topical authority, making these selections important and very strategic decisions. In other words... Sections, Topics, Categories, Tags, Regions, etc.
13. Most content should fit in only one category. Categories vs. Tags
14. Content can have multiple tags. Categories vs. Tags
15. Don’t let them get out of control! Categories vs. Tags
16. Extend your site’s authority into niche topics with a content tag strategy.
17. Target Keyword: Vladimir Putin (135k searches/mo.) Case Study: Foreign Affairs
18. Case Study: Foreign Affairs
19. Case Study: Foreign Affairs
20. Repeat, Repeat, Repeat World leaders
21. Repeat, Repeat, Repeat Political ideologies
22. Repeat, Repeat, Repeat Historical events
23. Think about your content
24. Topical authority is crucial to how your website is considered by search engines and how your content is ranked. Wrapping It Up
25. Website taxonomy and topical authority go hand-in-hand. Wrapping It Up
26. Consider your own areas of authority and build a content tagging strategy around that. Wrapping It Up
27. This is a long term play. Progress and results may take time but the payoff will come. Wrapping It Up
28. Melissa Chowning melissa@twentyfirstdigital.com www.twentyfirstdigital.com Thank you! Let’s stay in touch. Sign up for our newsletter!