The algorithms of Google are constantly evolving, and now they also examine the quality and relevance of the entire site and not just the specific content. The context of your content consequently affects its ranking.
This makes sense, right? Because the probability of finding something more interesting and relevant on the site you’re already visiting is higher.
For example, imagine that there are two fantastic guides to Australia’s unique wildlife and how you as an individual can support in the wake of the terrible fires. The guides are just as good, but one is published on a platform wholly devoted to animals, nature and the environment. The other is published on a personal blog containing a bit of everything.
Although both rank on the phrase “Australia’s wildlife – how you can help”, the first will rank much higher than the second. This is since the site’s other content offers so much more value concerning that particular topic.
The example may be a bit extreme, but worth taking into account in developing your own company site where you want to build an authority in your particular subject.
MAKE ORDER – THEN START CREATING
This is done by initially creating pages that serve as a starting point and basis for your content marketing. The next step will be to – over some time – pinpoint subjects and create different types of content. You build on the foundation as you go.
When creating the content of the aggregated pages, the ambition should be to cover a wide range of topics supporting your main objective. Do this in more basic and general terms. You may list a bunch of topics and issues, and terminology that may be useful to understand.
DON’T FORGET THE LINKS
The next step is to dive into the individual topics with in-depth information of a more specific nature. You consistently link between your different topics at all levels.
In other words, it is crucial to have a structure on your content – with headings, subsections, and individual articles. Google loves it when things are in order.