Apa itu Pilar Halaman? (Dan Mengapa Ini Penting Untuk Strategi SEO Anda)

Just when you thought you understood SEO … search changed. Again.

“Understood” is a strong word. Search engine algorithms change at such a rapid tick, it’s hard to keep up with the best strategies to optimize your blog to rank on the first page of SERPs. But this change is a biggie, so hang onto your keywords for this one.

Human search behaviors have changed, and so have the technologies used to interpret and serve up search results. Optimizing blog content to rank for long-tail keywords is no longer the best way to rank in search engine results — and your blog architecture has something to do with that.

In this blog post, we’ll walk you through the ways search has changed, the scoop on topic clusters, and how pillar pages fit into the equation.

Apa itu Cluster Topik?

As we mentioned before: The way people search has changed, and in turn, that’s started to change the way SEOs and bloggers create content. Here’s a basic primer — but for more details, read our latest penelitian serta posting blog tentang evolusi pencarian.

Orang-orang mengirimkan lebih lama, lebih banyak kueri penelusuran percakapan.

Picture yourself before entering a Google search. If you were trying to find a place to eat sushi, would you search for “restaurants,” or would you search for “Japanese restaurants near me”?

If you’d go with the second option, you’re among the majority: 64% pencarian are four words or more, and we’re seeing a growing number of these longer-form conversational search queries that help people find the exact information they’re looking for.

Ini, sebagian, karena munculnya pencarian suara. Antara Siri dan Asisten Google, 20% penelusuran Google seluler dilakukan melalui penelusuran suara, dan berkat peningkatan perangkat Amazon Echo dan Google Home, persentase ini pasti akan meningkat.

But voice search isn’t the only reason people are submitting longer queries. For one, there’s a lot of content out there — and quality is greatly outweighed by quantity. People are submitting more detailed queries to sort through the junk get the information they need, faster. People are also menggelapkan konten lebih banyak — often relying on the headers of blog posts or Google’s featured information to get simple answers to questions quickly.

Mesin pencari semakin baik dalam memilah-milah ribuan konten di luar sana untuk menyajikan hasil terbaik dan paling akurat, juga. Lebih lanjut tentang itu selanjutnya.

Mesin telusur lebih baik dalam menyediakan apa yang diinginkan oleh penelusur.

Google’s algorithm is constantly evolving to provide the best possible answers to searchers’ queries. Beberapa perubahan ini termasuk menghukum terlalu banyak tautan internal yang tidak relevan, menafsirkan kueri percakapan sebagai keseluruhan pemikiran, bukan kata kunci individual, dan menggunakan pembelajaran mesin untuk menyajikan interpretasi yang lebih akurat dari istilah tertentu.

What all of this means: Google is helping searchers find the most accurate information possible — even if it isn’t exactly what they searched for. For example, if you searched for “running shoes,” Google will now also serve you up results for “sneakers.” This means that bloggers and SEOs need to get even better at creating and organizing content that addresses any gaps that could prevent a searcher from getting the information they need from your site.

Sekarang, situs Anda perlu diatur sesuai dengan topik utama yang berbeda, dengan posting blog tentang kata kunci ekor panjang percakapan tertentu yang ditautkan satu sama lain, untuk menangani sebanyak mungkin pencarian tentang subjek tertentu. Masukkan model klaster topik.

Gugus topik membantu lebih banyak peringkat halaman untuk memberikan jawaban yang lebih baik kepada penelusur.

Cara kebanyakan blog saat ini terstruktur (termasuk blog kita sendiri, hingga baru-baru ini), blogger dan SEO telah bekerja untuk membuat posting blog individu yang peringkat untuk kata kunci tertentu. Hasilnya tidak terorganisir, dan sulit bagi pengguna untuk menemukan informasi yang tepat yang dia butuhkan. Ini juga menghasilkan URL Anda sendiri bersaing satu sama lain dalam peringkat mesin pencari ketika Anda menghasilkan beberapa posting blog tentang topik serupa.

Here’s what our blog architecture used to look like using this old playbook:

Struktur lama-2.png

Sekarang, untuk menentukan peringkat dalam pencarian dan jawaban terbaik dari jenis baru penelusur kueri yang dikirimkan, solusinya adalah menggunakan model klaster topik: Choose the broad topics you want to rank for, then create content based on specific keywords related to that topic that all link to each other, to create broader search engine authority. Using this model, this is what our blog infrastructure looks like now — with specific topics surrounded by blog posts related to the topic, connected to other URLs in the cluster via hyperlinks:

Struktur baru-2.png

This model uses a more deliberate site architecture to organize and link URLs together to help more pages on your site rank in Google — and to help searchers find information on your site more easily. This architecture consists of three components — pillar content, cluster content, and hyperlinks:

Model klaster-2.png

Next, we’ll dive into pillar content — which represents the primary topic bloggers and SEOs are trying to rank for, by creating more specific pieces of cluster content.

Apa itu Pilar Halaman?

Halaman pilar adalah dasar di mana klaster topik dibangun. Halaman pilar mencakup semua aspek dari topik pada satu halaman, dengan ruang untuk pelaporan yang lebih mendalam di posting blog klaster yang lebih rinci yang hyperlink kembali ke halaman pilar.

Pilar halaman secara luas mencakup hal tertentu tema, dan mengelompokkan konten should address a specific keyword related to that topic in-depth. For example, you might write a pillar page about content marketing — a broad topic — and a piece of cluster content about blogging — a more specific keyword within the topic.

Pillar pages are longer than typical blog posts — because they cover all aspects of the topic you’re trying to rank for — but they aren’t as in-depth. That’s what cluster content is for. You want to create a pillar page that answers questions about a particular topic, but leaves room for more detail in subsequent, related cluster content.

For example, here’s our pillar page about Pemasaran Instagram. It provides a thorough overview of how to use Instagram, and it’s hyperlinked to specific pieces of cluster content — like this blog post about bagaimana menulis keterangan Instagram yang bagus. In this case, weXCHARXre trying to rank for topics related to Instagram. The pillar page serves as a 101 guide to Instagram marketing, and the piece of cluster content dives into one specific aspect of Instagram marketing XCHARX writing great caption copy.

Cara Membuat Halaman Pillar

Langkah pertama untuk membuat halaman pilar adalah berhenti memikirkan situs Anda hanya kata kunci. Mulai memikirkan tentang topik you want to rank for first — then, brainstorm blog topic ideas based on more specific keywords related to the broader topic.

Think about the top interests and challenges of your core audience personas to give you ideas for pillar page content. Choose a topic that’s broad enough that it can generate more related blog posts that will serve as cluster content, but not so broad that you can’t cover the entire topic on a single pillar page.

For example, in our case, “social media” was too broad of a topic, but “Instagram captions” would have been too narrow. “Instagram marketing” is broad enough that we’re able to link many more blog posts that dive into Instagram in greater detail, but still specific enough that we could write a comprehensive pillar page about it.

Pillar pages should answer any question or query a searcher might have about a topic — which will make them want to click on your pillar page when they enter a Google search term that your page ranks for. Then, they’ll click into your pillar page to get the answers to their questions, which will link out to more specific pieces of cluster content hyperlinked on the pillar page.

For example, here’s what that looks like on our Halaman pilar pemasaran Instagram:

halaman pilltion judul Instagram

Paragraf ini mencakup aspek pemasaran Instagram, dan hyperlink ini mengarahkan ke potongan konten klaster yang lebih spesifik yang terkait dengan topik. Masuk akal?

If not, don’t worry — we’ll teach you more about pillar pages and how to construct them soon, along will more killer examples. Dive into our penelitian terbaru untuk mempelajari lebih lanjut tentang cara baru untuk mengatur dan membangun konten Anda, dan menonton video di bawah ini untuk melihat bagaimana kelompok topik dan laman pilar bekerja beraksi.

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