Write In-Depth Content That Google Loves
If you want to rank in Google, a short 800 word blog post isn’t going to work.
You’re next question is:
“How many words do I need to write?”
An interesting study by SERP IQ found that Google’s top results usually clock in at over 2,000 words.
Now you can’t just write a bunch of useless content. You need to cover many topics in one piece of content. A study by Marketmuse revealed that content that covers 8 topics rank the best.
I use this strategy on my own blog and with clients. I always try to create in-depth guides that have many chapters or topics.
Build More Authority with Google Using Topic Clusters
Hubspot created the idea of topic clusters for SEO. It involves creating a single “pillar page”, which acts as the cornerstone for several pieces of content.
Each page in a topic cluster should link back to the pillar page and each other. This passes around authority and signals to Google that they are all related.
You want to create a topic cluster for every high-level topic that is relevant to your business. For example, I have a cluster for SEO, paid search, analytics, and content marketing.
By doing this you rearrange your site’s architecture to look like the image below. And algorithms like Google RankBrain, which I wrote about earlier, will reward this.
Add Latent Semantic Indexing (LSI) Keywords to Your Content
To seal the deal you need to add LSI keywords to your in-depth quality content.
LSI keywords are words and phrase that are related to your target keywords. You want to sprinkle them through your content like salt and pepper.
They send signals to Google that your content covers many topics. For example, when covering search engine optimisation here are some LSI keywords:
- What is seo
- How does seo work
- Search engine optimisation techniques
- Search engine optimisation tips
There are a few easy ways to find LSI keywords:
Enter your target keywords and this tool will do the rest for you generating a bunch of LSI keyword ideas.
Google Keyword Planner
The process is similar to LSI Generator. Here you can enter all your target keywords and hit “Get Ideas”.
Now you should see a big list of keyword ideas. Pick out the most closely related keywords and scatter them through your content.
Google Search Suggestions
The easiest way to find LSI keywords is to use Google’s search suggestions.
You’ve probably seen this:
Do a few searches with your top 3-5 keywords and pick out the most relevant LSI keywords.