Thread by @semrush

Hi 👋, I'm Bernard Huang, co-founder @Clearscope, the leading SEO content optimization tool.

In today’s @SEMRush’s #SEOThread, I want to open your eyes to the future of SEO content.

And give you a framework on how to win more rankings with less frustration. @bernardjhuang

Once upon a time, we lived in a Google algo where longer content meant better rankings.

@Backlinko named this "The Skyscraper Technique" and a new era of one-upmanship was born among SEOs.

Competitor uses 1k words? Let's raise the ante to 2k words. @bernardjhuang #SEOthread

And for a period of time "The Skyscraper Technique" worked like a charm.

But Google wasn't satisfied just yet with their SERPs, so they continued improving how their algorithm worked.

And introduced two massive updates via Hummingbird & Rankbrain.

@bernardjhuang #SEOthread

According to @Wikipedia:

"Hummingbird" places greater emphasis on natural language queries, considering context and meaning over individual keywords.

"RankBrain" allowed Google to speed up algorithmic testing it does to choose the best content.

@bernardjhuang #SEOthread

Google started constructing SERPs that it predicted would have the highest likelihood of concluding the search journey.

For example, if a SERP on [bone broth] didn't include a result about "benefits", a % of users had to go back and do another search.

@bernardjhuang #SEOthread

And that's why you started to hear more about targeting "searcher intent".

Long-tail queries with little to no monthly search volume *can* and *will* rank for head topics if enough users are performing subsequent searches for those "search intents".

@bernardjhuang #SEOthread

So what are all the implications of these changes for your SEO content strategy?

1. Monthly search volume is no longer indicative of size of opportunity.

Create content targeting relevant search intents to win rankings for head topics.

@bernardjhuang #SEOthread

2. Topic clusters, hub pages, pillar pages are losing relevance in the algorithm.

Why?

Topic clusters answer all of the different subtopics that a user *could* care about given a topic. But they don't do a great job answering a specific intent.

@bernardjhuang #SEOthread

3. Your SEO content strategy needs to cover the range of "perspectives" that a user is likely to care about over the "lifespan" of the topic.

For example, [bone broth] search interest peaks in January 2019 according to Google Trends.

@bernardjhuang #SEOthread

And what we saw ranking in the top spots of Google for [bone broth] during that time period was an article titled:

"Drinking Bone Broth - Is it Beneficial or Just a Fad?"

@bernardjhuang #SEOthread

What we see ranking on Google now for [bone broth] is quite different.

Searchers primarily care about the 2 intents:
* [how to make bone broth]
* [top bone broth benefits]

And are no longer questioning the validity of the whether bone broth is good.

@bernardjhuang #SEOthread

What users care about for most topics are evolving over time.

A winning content strategy first target the most relevant intents that the user currently cares about.

Then, targets all of the different perspectives that someone will care about.

@bernardjhuang #SEOthread

The stage and foundation is set to discuss how to think about the future of SEO content.

Certain topics tend to follow "search perspective" frameworks.

Let's take a look:
* consideration
* contrarian
* experience
* expert
* predict future

@bernardjhuang #SEOthread

Search Perspective: Consideration

Google search for [start a blog] has a high ranking article titled:

"45 Things I Wish I Knew Before Starting a Blog"

@bernardjhuang #SEOthread

Search Perspective: Consideration

Google search for [start a blog] has a high ranking article titled:

"45 Things I Wish I Knew Before Starting a Blog"

@bernardjhuang #SEOthread

Search Perspective: Consideration

Consideration content is best for "how to do X" & "challenging topics".

For example, you can create 3 content pieces for [how to train for triathlon]:
* things to consider before
* how to train
* reasons not to train

@bernardjhuang #SEOthread

Search Perspective: Contrarian

Google search for [learn to code] has a high ranking article titled:

"Please don’t learn to code"

@bernardjhuang #SEOthread

Search Perspective: Contrarian

Contrarian content is best for "new / trendy topics" and "bold claims"

For example, you can create 3 content pieces for [keto diet benefits]:
* top benefits
* are we sure there are benefits?
* should you try?

@bernardjhuang #SEOthread

Search Perspective: Experience

Google search for [soylent] has a high ranking article titled:

"I Tried Soylent. It Didn't Go Well"

@bernardjhuang #SEOthread

Search Perspective: Experience

Expert content is best for "reviews", "consumer packaged goods" and "travel".

For example, you can create 2 content pieces for [cbd oil for sleep]:
* top brands reviewed
* I tried top brands, here are thoughts

@bernardjhuang #SEOthread

Search Perspective: Expert

Google search for [start a gym] has a high ranking article titled:

"8 Essential Lessons The Experts Taught Us About Opening a Gym"

@bernardjhuang #SEOthread

Search Perspective: Expert

Expert content is best for "tips" and "best practices".

For example, you can create 2 content pieces for [b2b lead gen tips]:
* tips / best practices
* 20 lead gen experts surveyed, here are their thoughts

@bernardjhuang #SEOthread

Search Perspective: Discussion

Google search for [1 weeks notice] has a high ranking article titled:

"Is it acceptable to give one week notice when leaving a job?"

@bernardjhuang #SEOthread

Search Perspective: Discussion

Discussion content is best for "should I?", "is it okay?", and "divergent views".

For example, you can create 2 content pieces for [2 weeks notice]:
* it it okay to give?
* here's what 33 HR folk have to say (+ expert)

@bernardjhuang #SEOthread

Search Perspective: Predict Future

Content that predicts the future highly depends on subject matter expertise.

For example, a search for [google amp] had this high ranking article titled:

“Google AMP Can Go To Hell”

@bernardjhuang #SEOthread

To recap:

Google evaluates SERP quality on how many users perform additional actions.

Winning SEO serves the intents users care about *now*.

Continually winning SEO serves the intents the user will care about *later*.

Ranch-style > Skyscraper

@bernardjhuang #SEOthread

Quick shoutout to @Clearscope!

We help you simplify SEO writing so you create first-rate content that ranks.

Our newest feature is "Content Health Monitoring", which allows you to keep tabs on whether your content is staying relevant over time.

@bernardjhuang #SEOthread