This post was originally published on this site
Day 1 of SMX Advanced 2022 opened today with a keynote by Jaimie Clark, VP of SEO at Centerfield. It was packed full of insights around creating authoritative content that Google ranks and searchers need.
The Wirecutter migration: SEO + content + rebrand
Before Clark joined Centerfield, she worked at the New York Times. In 2016, New York Times Co. bought The Wirecutter, a product recommendation site.
She led the migration of thewirecutter.com to nytimes.com/wirecutter in 2020. This migration resulted in Wirecutter doubling its search traffic within a year.
But two years of SEO work preceded the migration. And it started with a new mission: to help people effortlessly choose and buy the stuff they need to live a better life.
How they did this:
Thorough reporting that got to the right answer. A hard focus on solving reader problems (not heroing products). Making actionable recommendations and communicating as a human would.Prioritizing long-term reader trust.
Here are five tips Clark shared during her SMX Advanced keynote on how to develop authoritative content for Google and searchers.
1. Focus on depth, not breadth
Clark said Wirecutter had a “mile-wide, inch-deep approach” to product reviews.
But their content strategy shifted in 2018 to go a mile deep. They started creating:
Top-level pages: These acted as a collection of summaries for specific guides and related use cases. These pages were linked to mid-level pages for more in-depth analysis.Mid-level pages: These went deep on specific use cases or types of products.Supporting content: These
Read more here: https://searchengineland.com/develop-authoritative-content-google-searchers-smx-advanced-keynote-385793