carepark.com.au - Authoritative Content Strategy

Authoritative Content Strategy

Summary

Creating content for car parking is difficult due to the limited and niche topics related to topics. We have developed a minimised content strategy for Carepark, we will target frequently asked questions about car parking and then have branching pages for each state.

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 and 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 a new large blog page will be created which will encapsulate the entirety of a targeted topic. The pillar page will broadly cover the topic as a whole, will address frequently asked questions/searches and other relevant information.

Sub-topic/general blog pages

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

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

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.

Second Step

Content Creation

Content will be created for the pillar and sub topic pages and will be done in such a way it will that will appeal to search engines. We will provide a set of guidelines for the content and the structure of the content to ensure that it is seen as authoritative.

Page Audit & Interlinking

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

Content Map

Pillar Page

The Initial pillar page that will be targeted will be Car Parking Australia

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

• Parking fines
• Penalty amounts​
• Is parking still free in Melbourne?
• Is parking free on Sundays in Melbourne?
• How do you pay for parking in Melbourne?
• What is 2P parking in Melbourne?

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.

• Car Parking Melbourne
• Car Parking Sydney
• Car Parking Queensland / Brisbane/ Gold Coast

URL/Site Structure

The current blog structures is set up with /news/ being the blog page and all other pages just using their title as the URL, e.g. https://www.carepark.com.au/news/care-park-sponsors-and-named-finalist-in-two-categories-of-parking-awards/

This structure is fine for any news content but for informative pages not using /news/ would be recommended

Mapping Data and Analysis

The content data and information can be found here.

The content guidelines can be found here