Learn how to take advantage of a topic-focused approach to content and site structure to dominate search results post-BERT and MUM.
See which organic keywords actually drive conversions
Replace (not provided) with actual keywords and monitor their specific performance metrics in Google Analytics.
Over the last few years, Google has made several changes to the way their crawlers understand how content answers queries.
Most recently, those changes have included more algorithm updates that include sophisticated enhancements to natural language processing and machine learning models like BERT and MUM.
These updates help Google better understand how people are searching for topics and what type of content the user is actually looking for to meet the needs of their query, then how pieces of content across a site can best match those needs.
The end goal being to serve the best content possible for the user to enhance their search experience.
With this in mind, it is even more important now to focus on creating a topic structure that meets the needs of a user’s various stages of the buyer’s journey instead of just what keywords are being used on a page.
How Are Topics Different From Keywords?
You may be asking yourself at this point what is the difference between a topic and a keyword, especially considering I just mentioned that keywords are still an important piece to the SEO puzzle.
In my way of thinking, a topic is a more holistic approach to “keyword research.”
A...
Read Full Story: https://www.searchenginejournal.com/dominate-serps-focus-on-topics/421669/
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