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Gary Langan , Digital Strategist
Gary is a Vancouver-born and raised native. During his time off, he’s online exploring digital worlds, working on his car, or exploring the great Pacific Northwest, taking photos along the way. He comes to Gravitate from Washington State University Vancouver’s Creative Media and Digital Culture program, and now puts his superpowers to work on every client account he touches!
February 15, 2023 | Gain Knowledge
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With Google’s recent “helpful content update’’ the value and usefulness of content on websites is becoming more critical than ever before. While we may never know the exact factors of how the algorithm evaluates and scores content, Google has given us a few key aspects to consider after the update fully rolls out.
We need to connect some of the dots from other Google tools like the transition from Google Analytics 3 to Google Analytics 4, and the new metrics and methods of measuring traffic engagement. That’s our clue to how the machine thinks about content’s value/usefulness/helpfulness. Users engaging with clusters of helpful content will send signals to Google that a site is doing something right and should be “rewarded” with improved visibility and rankings in SERPs (search engine results pages).
Clustered content opens up the opportunity to build a bigger hill of content around a specific topic or seed keyword vs. dispersed spikes of targeted pieces. Going deeper, secondary/semantically related terms come into play here, with the associated pieces of different content types supporting the main topic. Internal linking will be an even more important strategy as the links between content show crawl bots how all these different pieces of content relate and support the cluster’s primary focus.
In civilian language, applying SEO strategies to your website improves your search rankings. Applying clustered content strategies takes your SEO efforts to the next level by leveraging central gateway pages and internal links for each keyword.