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Growth through Content Organization and Topical Authority Melissa Chowning Twenty-First Digital @mchowning speakerdeck.com/mchowning

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SEO nerd Local news enthusiast Peloton rider Political junkie Swiftie I’m a CEO I’m a Mom I live in the PNW Meditator

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What is website taxonomy and content organization?

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Why Does It Matter?

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What is topical authority?

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What is topical authority?

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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

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How Crawlers Understand Content Structure

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Website Taxonomy Topical Authority

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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.

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Most content should fit in only one category. Categories vs. Tags

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Content can have multiple tags. Categories vs. Tags

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Don’t let them get out of control! Categories vs. Tags

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Extend your site’s authority into niche topics with a content tag strategy.

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Target Keyword: Vladimir Putin (135k searches/mo.) Case Study: Foreign Affairs

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Case Study: Foreign Affairs

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Case Study: Foreign Affairs

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Repeat, Repeat, Repeat World leaders

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Repeat, Repeat, Repeat Political ideologies

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Repeat, Repeat, Repeat Historical events

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Think about your content

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Topical authority is crucial to how your website is considered by search engines and how your content is ranked. Wrapping It Up

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Website taxonomy and topical authority go hand-in-hand. Wrapping It Up

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Consider your own areas of authority and build a content tagging strategy around that. Wrapping It Up

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This is a long term play. Progress and results may take time but the payoff will come. Wrapping It Up

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Melissa Chowning [email protected] www.twentyfirstdigital.com Thank you! Let’s stay in touch. Sign up for our newsletter!