Learn about topic modeling and semantic connectivity and how they directly influence your website traffic and conversions. - The State of SEO in the Small and Midmarket. - Google’s Search “algorithm” and Rank Brain. - Website Architecture with Topic Clusters. - Characteristics of a Pillar Page. - Demo HubSpot’s Content Strategy Tool. - Conclusion: Tactical Tips to Get Started With Topic Clusters.

1. 10X Your Website
Traffic in 5 Steps
Presented by George Schildge
@gschildge | 303.725.5759
The Evolution for SEO

2. Introduction
How do I rank
higher in search
engines?
● The State of SEO in the Small and Midmarket.
● Google’s Search “algorithm” and Rank Brain.
● Website Architecture with Topic Clusters.
● Characteristics of a Pillar Page.
● Demo HubSpot’s Content Strategy Tool.
● Conclusion: Tactical Tips to Get Started With
Topic Clusters.

3. The State of SEO
in the Small and Midmarket
● Marketers are forced to adapt because searchers are getting better.
● Marketers are being forced to because search engines have
changed their algorithms.
● SEO is now shifting to a topic cluster model.
● The value of link-building is undisputed, but it’s the most difficult
strategy to execute.
● The typical in-house SEO team has 2-5 members, regardless of size.
● Page speed & indexation are top technical concerns for SEO teams.

4. SEO Budgets
SOURCE: Buzzstream

5. Google’s Search “algorithm” and RankBrain

6. Why Are Topic
Clusters
Important?
Create content for
humans, but
optimized for search
engines.
Searchers has made
keyword rankings
more dynamic.
Search engines are
better at
understanding
semantic related
concepts.
Google (and other
search engines) want
to provide users with
authoritative and
trustworthy results.

7. What Are Topic Clusters?
● Topic clusters are comprised of a pillar page and
subtopic content.
● A topic cluster should contain around 6 - 8 subtopics.
● When you create a new topic cluster, you'll define it
with a name that summarizes the core topic it will
address.

8. The Topic Cluster Concept

9. The Topic Cluster Model

10. Website Architecture with Topic Clusters

11. Website Architecture with Topic Clusters

12. What Makes
Good Pillar
Content
● Provides positive user experience through user
interface, visuals, layout, & fonts.
● Delivers content that is high quality,
trustworthy, useful, and interesting.
● Is uniquely detailed than other content related
to this topic.
● Loads quickly, mobile friendly, responsive
design.
● Creates an emotional response.
● Solves users problems or answers questions.

13. 5 Tips to Get
Started With
Topic Clusters
1. Map out 5 to 8 main problems that your buyer
persona has.
2. Group each of the problems into broad topic
areas.
3. Build out each of the core topics with subtopics
using keyword research.
4. Map out content ideas that align with each of
the core topics and corresponding subtopics.
5. Create content, measure the impact, and refine.

14. Example Topic
Feature:
Content
Marketing
● Content Marketing
Strategy
● Brainstorming
Techniques
● Blogging
● Blogging Calendar
● Buyer Personas
● Writing Skills
● Writing Productivity
● Buyer’s Journey
● Gated Content
● Growing Subscribers
● Content Planning
● Content Creation Tools
● Blog Post Topics
● Grammar Tips
● Post Types
● Scaling Content Output

15. Content Strategy DEMO

16. 10X
10X Your Website Traffic
Grab this great resources to get started
www.matrixmarketinggroup.com/website-redesign