"We need to focus more on the topic," McDonald said

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Switching your focus to topics means creating content that addresses the entire conversation [with your customers], rather than worrying about a single keyword that a particular page is targeting," McDonald said. To tell. "Employ well-crafted, organized clusters of content that provide a thorough and intuitive experience while meeting business objectives," says Levenson. "It's important to know the answers your users are looking for next, and they can be summarized below," Levenson said. Understand who your audience is and how they search. Understand the search intent behind the questions they ask and the problems they need to solve. Deliver solutions and answers in the format they want, in the right place, through quality, authoritative content. Implement measures based on this methodology at every stage of the customer journey.

The idea is to create content that provides an experience that meets their needs. Repeat them. Because even if you say it well, there's no guarantee that the customer's search intent won't change, and someone else might do it better than you. "The other thing to watch out for is content Belgium Phone Number Data cannibalization," says Aja Frost, Content SEO Lead at HubSpot. "We recommend reviewing all content that has overlapping rankings, and merging, redirecting, or archiving as needed to ensure every page ranks for a unique set of keywords," Frost says. "If your website deals with the same topic over and over again, even if they address the topic from different angles, those pages will likely knock each other down in the same search results." Become." "2020 will be the year we take a hard look at our own content and optimize it for users, not search engines .



" These are the words of Michelle Robin, vice president of product and innovation at Aimclear. "The key to search marketing success in 2020 remains the same: creating quality content across all your channels with a consistent brand message." says Robin. "As search engines incorporate more natural language processing techniques, the best-written content, in all its forms, will one day win." “When it comes to cross-border SEO, now is the time to focus on localized content,” says Motoko Hunt, president of AJPR. "There are a lot of websites out there that have a global presence, but they don't have that language as their first language, and they have poor translations," Hunt said.