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Last Modified	21 July 2022
Location	Assets (SEO) > ASSETS – Content > Topical Authority Content Map > JTA

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JTA - Authoritative Content Strategy

From FAQ-Off, the Calibre9 knowledge base

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 JTA, we suggest creating an informative audiometry pillar page that will answer frequently searched queries on Google. We have mapped a few blog topics that are related to the pillar page topic, and there are a few existing blogs related to web design 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

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 center 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.

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

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. ADD INFO ON SELECTING URL STRUCTURE

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.

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: Audiometry

However we will be more focused on audiometric related content

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

What is audiometry
What is audiometric testing
What is the purpose of audiometry?
How is audiometry done?
What is the purpose of audiometric testing?
When is audiometric testing required?
When is audiometric testing required?
Who can provide an audiometric test?
Who do the audiometric testing results need to be provided to?
How is an audiometry test performed?
What is clinical audiometry?
What is the difference between audiometry and audiology?
What is normal hearing range?
What is a normal hearing/audiometric test score? *skip if overly JTA specific
What does dB mean in hearing?
What is normal hearing range in DB?
What are the 4 levels of deafness?
What is the lowest hearing level?
What is severe hearing loss?
How can you improve your hearing?

*these can be combined

What is 40 dB hearing loss?
How quiet is 40 dB?
Is 50 dB too loud?

Extra topic headings if more content needs to be added

What was the loudest recorded sound on earth?
What is a normal hearing test score?
What are the different types of hearing tests?
What is the most common hearing test?
Which test is for hearing loss?
What can a hearing test diagnose?
What is the test for deafness?

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.

How does an audiometry test work?

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

Existing PDF that can also be added into cluster, for example:

https://jta.com.au/sites/default/files/Factsheet_Audiometric_Testing_JAN18.pdf

We recommend that you convert PDFs to an HTML page for SEO and conversion.

URL/Site Structure

The current blog structure is set up with /blog/five-new-compliance-codes being the blog page and all other pages just using their title as the URL, e.g.https://jta.com.au/blog/five-new-compliance-codes

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://jta.com.au/blog/audiometry/five-new-compliance-codes

We recommend that the pillar page URL be:

https://jta.com.au/blog/audiometry/

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

https://jta.com.au/blog/

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

We recommend that a soft URL structure is used for pages that branch out from the pillar topic

Nothing needs to be done to current or new URL’s moving forward, as their current structure is sufficient.

Recommendations

In conclusion, we suggest that you:

Build an audiometry pillar page with https://jta.com.au/blog/audiometry/ URL
Populate the page with informational content answering the questions listed above.
Create at least one more blog related to the topic.
We will interlink and adjust content according to our topic cluster model

Additional Recommendations

These are recommendations that will have a positive impact on the site, but are not directly related to the Authoritative strategy.

FAQ Page

We greatly recommend that a general FAQ page would be beneficial for JTA. A correctly structured FAQ page can provide Google with useful information about the company and its services, which Google will present on the search results.

Converting PDF page to HTML

The “Factsheet_Audiometric_Testing” has some great content that would make a really good content rich webpage that visitors could navigate through and increase conversions.

Mapping Data and Analysis

The content data and information can be found here:

The content guidelines can be found here

Categories: SEO Assets (SEO)