Improve your Brand

Improve your Brand

Learn about Topic Clusters, and how can they help you organize and publish content marketing material.
Topic Clusters are a group of marketing topics that comprise multiple pieces of content grouped by a shared main topic, and which are connected to each other through related subtopics.
Taken together, these pieces of content offer comprehensive coverage of a specific topic. And that allows your blog visitors to satisfy their search queries, while bringing traffic to your website.
Since the Inbound Marketing methodology is based on driving sales by using content marketing to attract, engage and delight your audience, then implementing the topic cluster methodology will improve your visitors’ browsing experience.

What are Topic Clusters?

Topic Clusters are nothing more than the organization of content into specific groups that revolve around a main topic, all interconnected. Since the introduction of Google’s Hummingbird algorithm in 2013, content marketing has changed dramatically.
Gradually, the approach of defining a content strategy based on keywords has been abandoned. And instead, importance is given to the topics we are going to cover in our blog, which consists of pillar pages and article pages with more specific content on the topic.
All of this combines to create high authority websites on topics relevant to your audience. And these types of websites are the ones that Google favors.
Before the Hummingbird algorithm, content marketing was relatively simple. The strategy was to find popular search queries. Then create blog posts that matched each of those keywords, and hope to get top search engine rankings.
But then the big pages were targeting such a diverse set of keywords that Google had a hard time keeping track. And a lot of content was created superficially, just to get rankings. Since the goal of search engines is to improve the user experience, Topic Clusters are the new way for Google to recognize that a website is focused on providing useful information on a specific topic and its subtopics.
When you plan your content strategy with topic clusters you will achieve:
  • Increased web traffic
  • Better positioning
  • Online reputation and authority
  • Increase browsing time
  • Improve user experience
  • Increased number of page views per user

How many Topic Clusters can I use?

Although there are no strict rules about the number of Topic Clusters a website can accumulate, it’s possible to use from 3 to 20 or more pillar topics, while each main topic must contain at least four subtopics, developed through articles or content pieces.
For example, if one of the main topics for which your company will develop content is “Automobile Enthusiasts community”, this will be the pillar content and central topic of the Topic Cluster.
Based on this idea, the subtopics would be the content pieces that are developed on this main topic, so an article titled: “How to improve recruitment in the Automobile Enthusiasts community “, would be part of this thematic grouping.
Both your main page, which talks about the Automobile Enthusiasts community, and the article that explains how to improve communication, should be linked in a reciprocal way, to create a connection between them, which will help readers to continue browsing your website, and search engines to identify the authority of your domain.

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SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
  • Need to correct “crawling errors” that prevent Google robots from seeing a page on your website and therefore not appearing in the search engine.
  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

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