Search engine algorithms are continually changing. While this can be frustrating for marketers, it's evidence that Google is working to provide the perfect results for searchers. The issue preventing most businesses from reaching their goal of being the Google online leader in their field lies at the core of their content strategy.

1. Search engine algorithms are continually changing. While this can be frustrating
for marketers, it's evidence that Google is working to provide the perfect results
for searchers. The issue preventing most businesses from reaching their goal of
being the Google online leader in their field lies at the core of their content
strategy.

2. Changes in search engine queries are
typically tied to the prevailing tactics that
are being used. Currently keywords are the
primary means of becoming a Google
online leader, however, that is rapidly
changing. Search context, AI, and new
result features are shifting things into a new
direction, and that is to focus on the person
searching first.

3. Both voice and mobile searches have been on the rise, up to 20% of all searches are now done
by voice. This change requires Google's algorithm to be more cognizant of context, instead of
just focusing on keywords. Keywords and massive amounts of content won't be enough on
their own, it's going to require an entirely new strategy.

4. A new approach that takes the
change in how people search
into consideration is to focus on
a topic rather than specific
keywords. In addition to your
core topic, you will need to
select related sub-topics as well.
All sub-topics are related to
your core topic, but uniquely
branch off into a more specific
category.

5. To get you started on creating your first topic cluster here are a few steps to follow:
1. Determine 5-10 key issues that your target market has
2. Gather those issues into broad topics
3. From the core topic, create additional, specific sub-topics using identified
keywords
4. Develop a content plan for each core topic and their sub-topics
5. Do research to confirm you're making the right decisions
6. Develop content, check results, and adjust accordingly

6. The key change with a topic group strategy is that you should expect and work
towards different results from each sub-topic. A few things to consider when
evaluating the success of your topic group are:
What topics are better at driving traffic
What topics are growing your leads
What topics are driving conversions
What topics are growing your brand

7. As Google and other search engines
continue to refine their algorithms to
better match the way that people search,
it will require a new strategy to stay in
front. Approaching your content with a
topic group mindset will help you create
content that is sure to provide answers
and put you in the position of Google
online leader. As always, it will take
planning, observation, and refinement,
but in the end, your results will be worth
it.

8. Ingrid Griffin, Internet Marketing
Consultant. Blue Dress® Marketing,
an Internet Marketing Company
headquartered in Knoxville, TN.
Internet Marketing Developed,
Implemented and Managed to Full
Circle! Organic Internet Search Engine
Guru. Turn Key Internet Optimization
Programs Placing You Everywhere and
Anywhere You Need to Be Online®
ingrid@bluedressinc.com
865-951-5887