BB/IB/DC - Authoritative Content Strategy

Authoritative Content Strategy

Summary

An authoritative content strategy has been built for Brown Brothers (BB), Innocent Bystander (IB) and Devil’s Corner (DC). Each strategy will be built around developing a topic cluster for each site.

BB - Content will be focused around their most successful blog content “Get to Know Wine”

Building out a wine info page for each type of wine under a ‘Get to Know Wine’ Pillar page.

IB - Will build out a FAQ page and build out a topic cluster focusing on winemaking and look to build content around ‘visitation’ later down the track.

DC - Will build an informative topic cluster on specifically Tasmanian wines; location, history, types, climates etc.

We will look to build informative content for each of these pages that will aim to answer user queries in a natural and effective way while comprehensively covering the pages topic.

Authorship - regarding the creation of the content it is recommended that if possible someone with expertise, publication, or speciality in wine write and publish at least a few pages to increase authority of the content.

Goal

The goal of this authoritative content strategy is to build content that will increase the authority of the site. Site authority is when Google sees a website as a trusted source on a topic and will use excerpts and other information from that site to answer user search queries. This authority is a major ranking factor for a site and can greatly increase page rank site wide.

We have built a strategy, generated a content plan and guidelines to increase the site’s authority by building structured and authoritative blog content.

Content Strategy

The content strategy has been developed around three aspects, pillar pages, sub topic pages and structured interlinking. The pillar page will link down to subtopic (blog) pages, that will in-turn either link further down to more specific subtopic pages or instead link back up to the pillar page.

First Step

Pillar Page

A pillar page will be the centre of the content strategy. The idea behind the pillar page is essentially to create a large blog page that encapsulates the entirety of a targeted topic. The pillar page will broadly cover the topic as a whole by addressing frequently asked questions/searches and other relevant information, which will then have links to more detailed information about the specific subtopic/question being covered. The page will be structured with a table of contents at the top that allows users to jump to the relevant information they are seeking on the page, and subheadings that indicate different subtopics. Interlinking will be performed within these subtopics to direct users to more in-depth information on the topic, as well as direct authority to where it needs to go. For example, a pillar page about ‘movies’ would include broad information such as ‘Where can I watch movies?’ and then link to more specialised sub topic pages.

Sub-topic/general blog pages

Additional pages will then be created to answer the questions in more depth. These pages will have more specific subtopics or general blog content that is relevant to the pillar page topic. If ‘movies’ is the topic for your pillar page, ‘romance movies’ or ‘comedy movies’ would be subtopics that you could go into more depth about in separate blog articles.

Additional pages will then be created, these will be more specific subtopics or general blog content that is relevant to the pillar page topic.

URL/Site Structure

We need to ensure that the user and search engines can correctly navigate the site. We will look at how the current blog content is structured and make adjustments depending on URL structure and navigation.

For example, if /blog/movies is your pillar page,

then /blog/movies/romance and /top-movies-to-watch-in-2022 are subtopic or general blog pages

Second Step

Content Creation

Content will be created for the pillar and sub topic pages and will be done in such a way that it will appeal to search engines. We have provided a set of guidelines for the content and the structure of the content to ensure that it is seen as authoritative. You can find the link to these guidelines at the bottom of this document.

Authorship

Expert Authorship is something Google puts measurable value on, but can be in practice very hard to achieve. If it is possible to have the content written by someone who specialises in wine or writing wine content, this will be incredibly effective at displaying authority to Google.

Page Audit & Interlinking

After the content has been created and the pillar page and subpages are ready to be published, we will audit the pages and interlink anchor text to ensure that all pages pass authority correctly.

Content Map - BB

Pillar Page

The Initial pillar page that will be targeted will be “Get to know wine”

This will an informative page explaining wine in general with a focus on Australia

We have compiled a list of topic questions that should be addressed in the page:

• How do you start understanding wine?
• What is the basic knowledge of wine?
• Wine Terminology
• Types of wine
• Wine Colours
• “Good Wine” for Beginners
• Wine Serving
• Finding Wine Flaws
• Wine Regions Australia
• Tasmania —> Link to Devil's Corner
• How is wine made —> Link to Innocent Bystander

This list isn’t definitive, and questions can be skipped or added as needs be. It is also recommended that if the client has any frequently asked questions around the topic that hasn’t been covered in the list, that they add it.

Sub-topic/general blog pages

These are recommended subtopic pages and blog pages that will be interlinked from the pillar page.

• Types of Wines
• Wine Body
• Full-bodied Red
• Medium-bodied Red
• Merlot
• Montepulciano
• etc.
• Light-bodied Red
• Wine Colours
• Red
• White

Existing pages can also be added into cluster, for example:

• /get-to-know-cienna/

URL/Site Structure

The current blog structure is set up with /news/ being the blog page and all other pages just using their title as the URL, e.g https://www.brownbrothers.com.au/blog/2022/08/05/halliday-awards-2023/

This type of structure is called a soft structure, where the link between pages are done with only the on page interlinking, rather than the URL. A hard structure for example would be:

https://www.brownbrothers.com.au/get-to-know/wine-body/medium-bodied-red/merlot

We recommend that the pillar page URL be:

https://www.brownbrothers.com.au/get-to-know/wine/

And the blog pages we would recommend being part of the harder structure:

https://www.brownbrothers.com.au/blog/2019/08/09/get-to-know-cienna/

–Being changed to—> https://www.brownbrothers.com.au/get-to-know/wine-body/light-bodied-red/cienna

This is how the structure is designed and show as a flowchart

Content Map - IB

Innocent bystander’s content map will be much more shallow at first as we build up authority and direction for the domain.

We will work on building a general FAQ Page

The initial focus should be built from their existing winemaking page and should be linked to from Brown Brother's pillar page.

Pillar Page

The Initial pillar page that will be targeted will be https://www.innocentbystander.com.au/about/winemaking/

It is worth considering that this page already does well and isn’t so fully in line with the current authoritative content plan.

So we recommended building around the current structure rather than building a new pillar page. We will maintain the current page and just add a section linking to the more in depth authoritative content pages.

That an alternative page might be built that is linked to the winemaking page. A page such as /get-to-know/australian-winemaking/

We have compiled a list of questions around the topic should be attempted to be addressed:

• What is the most important phase of winemaking?
• What's another word for wine making?
• How long does it take to make wine?
• What is the purpose of wine making?
• What is the must in wine making?
• What are the six steps in the winemaking process?
• What is the T word in wine?
• What is a master winemaker called?
• What is a wine specialist called?
• What do we call a number of grapes that grow together?
• What is another word for viticulture?
• What gives red wine its red colour?
• How do you make professional wine?
• What are the raw materials of wine?
• Does homemade wine go bad?
• Does homemade wine get stronger with age?
• Why does my homemade wine taste bitter?
• What is unfermented wine called?
• Why is grape juice called must?
• Is grape must a sugar?
• What is the head of a winery called?
• What is a female sommelier called?
• What is a wine waiter called?
• Can white grapes make red wine?
• What is wine colour called?
• Why is red wine purple?
• How many wine types are there?
• What is dark pink called?
• What is the number 1 wine in the world?

This list isn’t definitive, and questions can be skipped or added as needs be. It is also recommended that if the client has any frequently asked questions around the topic that hasn’t been covered in the list, that they add it.

Sub-topic/general blog pages

These are recommended subtopic pages and blog pages that will be interlinked from the pillar page.

• Making Red Wine
• Making White Wine
• Making Wine In Victoria
• Healesville
• Yarra Valley

Existing pages can also be added into cluster, for example:

• The proposed pillar page https://www.innocentbystander.com.au/about/winemaking/

URL/ Site Structure

We recommend the use of a hard URL structure for the pages, for example:

https://www.innocentbystander.com.au/about/winemaking/red-wine/

or

https://www.innocentbystander.com.au/about/winemaking/victoria/yarra-valley/

Content Map - DC

Pillar Page

The Initial pillar page that will be targeted will be https://www.devilscorner.com.au/get-to-know/tasmanian-wine

We have compiled a list of questions around the topic should be attempted to be addressed:

• What wine is Tasmania famous for?
• Does Tasmania have good wine?
• Does Tasmania make wine?
• How many vineyards are there in Tasmania?
• How much wine does Tasmania produce?
• Where are the wine regions in Tasmania?
• Where is the Tamar Valley?
• Which region in the south of Tasmania has the highest concentration of wineries?
• How many gin distilleries are there in Tasmania?
• Why is Cradle Mountain so special?
• How long does it take to drive around Tasmania?
• Is Cradle Mountain in Tasmania a volcano?
• Can you grow grapes in Tasmania?

This list isn’t definitive, and questions can be skipped or added as needs be. It is also recommended that if the client has any frequently asked questions around the topic that hasn’t been covered in the list, that they add them.

Sub-topic/general blog pages

These are recommended subtopic pages and blog pages that will be interlinked from the pillar page.

• History of Tasmanian Wine
• Tasmanian Wine Varietals
• Tasmanian Climate
• Tasmanian Wine Location

URL/Site Structure

We recommend that the pillar page URL be:

https://www.devilscorner.com.au/get-to-know/tasmanian-wine

And additional pages will be a part of the hard structure:

https://www.devilscorner.com.au/get-to-know/tasmanian-wine/climate

https://www.devilscorner.com.au/get-to-know/tasmanian-wine/location

Both structures have their merits, but we believe the choice should depend on the user experience.

Here is a diagram of the recommended content structure

Recommendations

In conclusion, we suggest that for Brown Brothers:

• Build a ‘Get to know wine’ pillar page for Brown Brothers following the recommended URL
• Populate the page with informational content answering the questions listed above while following the authoritative content writing guide.
• Create content pages following the topic structure listed above, with the recommended URL structure.
• We will interlink and adjust content according to our topic cluster model.

We suggest that for Innocent Bystander:

• Build a ‘Get to know winemaking’ pillar page for Innocent Bystander following the recommended URL
• Populate the page with informational content answering the questions listed above while following the authoritative content writing guide.
• Create content pages following the topic structure listed above, with the recommended URL structure.
• We will interlink and adjust content according to our topic cluster model.

And Finally, we suggest that for Devils Corner:

• Build a ‘Get to know Tasmanian wine’ pillar page for Devils Corner following the recommended URL
• Populate the page with informational content answering the questions listed above while following the authoritative content writing guide.
• Create content pages following the topic structure listed above, with the recommended URL structure.
• We will interlink and adjust content according to our topic cluster model.

Mapping Data and Analysis

The content data and information can be found here:

The content guidelines can be found here: