Search engine optimisation is super-important for your business. If you’re not showing up high in the SERPs, the brand awareness just isn’t there and your sales will suffer.
Some marketers make the mistake of trying to do everything, writing about too many topics to cover all bases. But if your site covers too many topics, Google won’t perceive you as having topical authority. On the contrary, if you focus – adopt a keyword cluster model – Google is more likely to nudge you up the relevant rankings.
So take stock of what your brand is really about, plan an editorial calendar, and create solid content around these subjects. You can answer customer questions, have team members discuss opinions in your industry or invite guest bloggers to your site. Secure backlinks to your content on relevant websites too as this will also boost your topical authority.
See, occasionally it’s best to think inside the box.