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Last Modified	10 May 2022
Location	Assets (SEO) > ASSETS – Content > Topical Authority Content Map > Jasper Coffee

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Jasper Coffee - Authoritative Content Strategy

From FAQ-Off, the Calibre9 knowledge base

Jasper Coffee Authoritative Content Strategy

Summary

From an SEO perspective, generating blog content can be helpful in building site authority and therefore can increase overall rankings site-wide. In the case of Jasper Coffee, we suggest creating an informative fair trade coffee pillar page that will answer frequently searched queries on Google. We have mapped out a few blog topics that are related to the pillar page topic, and there are a few existing blogs related to fair trade coffee that we will interlink to.

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

We recommend Jasper Coffee implements a strategy to build site authority and boost overall site rankings. This is called an authoritative content strategy.

When building out an authoritative content strategy using a topic cluster model, we are looking to develop three aspects - pillar pages, sub topic pages, and structured interlinking. The pillar page links 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. This type of structured interlinking is used to direct the flow of authority to the correct pages. Below is a visual representation of the Topic Cluster Model.

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, popular searches on Google, 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.

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. For example, 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

It is important to ensure that both 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 /blog/movies/top-movies-to-watch-in-2022 are subtopics or general blog pages

Second Step

Content Creation

Content will need to 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 writing and the structure of the content to ensure it is seen as authoritative. You can find the link to these guidelines at the bottom of this document.

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

Pillar Page

The Initial pillar page that will be targeted will be fair trade Coffee

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

What does fair trade coffee mean?
What is fair trade coffee? Why is it an ethical issue?
What is an example of fair trade coffee?
What is the difference between fair trade and ethical trade?
Is Starbucks coffee fair trade?
Why fair trade coffee is not fair?
The Myth of fair trade coffee
Where does fair trade coffee come from?
What are the pros and cons of fair trade?
What are the criticisms of fair trade?
What are the alternatives to fair trade?
What companies are not fair trade?
Why is fair trade a good thing?
Are fair trade products more expensive?
What countries use fair trade?
Does fair trade reduce poverty?
Is coffee ethically sourced?
What are the competitive advantages of fair trade?
What is the most ethical company?
How does fair trade help coffee farmers?

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

Sub-topic/general blog pages

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

5 important ethical issues facing the coffee industry
How fair trade coffee helps farmers
What’s the difference: Fair trade vs ethical trade
10 fair trade coffee brands worth trying today
15 fair trade pros and cons

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

URL/Site Structure

The current blog structure is set up with /blog/news being the URL for the blog home page, i.e.

https://www.jaspercoffee.com/blogs/news

Blogs accessed within this page are formed with the URL and then the blog title e.g. https://www.jaspercoffee.com/blogs/news/what-is-fairtrade-and-why-does-it-matter

This is called a hard structure. We recommend Jasper Coffee retain the hard structured URL, however, we advise that the for our pillar page, the URL take the following form:

https://www.jaspercoffee.com/blog/fair-trade/

And any blog pages under the fair trade topic be part of the hard structure in the form of:

https://www.jaspercoffee.com/blog/fair-trade/what-is-fairtrade-and-why-does-it-matter

Recommendations

In conclusion, we suggest that you:

Build a fair trade pillar page with /blog/fair-trade/ URL
Populate the page with informative content answering the questions listed above
Create at least one more blog related to the topic of fair trade
We will interlink and adjust content according to our topic cluster model
We recommend building a hard URL structure with the form:

https://www.jaspercoffee.com/blog/fair-trade

Mapping Data and Analysis

The content data and information can be found here:.

The content guidelines can be found here: .

Categories: SEO Assets (SEO)