SEO Strategies for Small Publishers: Leveraging Long-Tail Keywords & Topic Hubs

By now you’ve probably heard that Google has put spammy and unhelpful content on notice.

The algorithm update was bad news for poorly-written content with low value, and good news for websites with dense layers of content and topic pillars.

Caught in the fray are small publishers struggling to compete with larger brands.

Well if you fall into that category, fret not. You can snatch victory from the jaws of defeat by strategically targeting long-tail keywords and building topic hubs through quality internal linking.

Long-Tail Keywords Are a Gold Mine

For small publishers, long-tail keywords are your best friend.

Unlike highly competitive head terms, long-tail keywords are specific phrases that are often easier to rank for. They may not drive a massive amount of organic traffic individually, but collectively, they can significantly boost your site's visibility.

For example, instead of targeting a broad keyword like "gardening tips," you might focus on a long-tail keyword like "organic vegetable gardening tips for small spaces." This specificity not only reduces competition but also attracts a more targeted audience.

Long-tail keywords are also an excellent means of building authority. When your content ranks for several of these niche terms, it signals to search engines and users alike that your site is a go-to resource for that particular topic. Over time, this can lead to ranking for broader, more competitive keywords as your website's authority grows.

Another advantage? Long-tail keywords are constantly evolving. New phrases and trends emerge daily, offering fresh opportunities for small publishers to capture traffic.

If You Build Topic Hubs, Improved Rankings Will Come

Small publishers need to think bigger when it comes to their website content. Look beyond individual articles and focus more on building topic hubs. A topic hub, also known as a pillar page or cornerstone content, is a central page on your website that covers a specific topic in-depth.

Topic hubs are critical for SEO because they signal to search engines that your site is a comprehensive resource on a particular subject. This can improve your rankings in search engine results pages (SERPs), attract more traffic, and establish your authority in your niche.

The step-by-step process for building a topic hub is as follows:

1. Choose a Relevant Topic. Select a topic that aligns with your business or website's focus. It should be broad enough to encompass multiple sub-topics but specific enough to attract a targeted audience.
2. Create a Comprehensive Pillar Page. This central page should provide an in-depth overview of the topic, covering all the essential points.
3. Develop Subpages. Break down the topic into smaller, more specific sub-topics. Each of these should have its own page, linked back to the pillar page.
4. Optimize Internal Linking. Use keyword-rich anchor text to link your subpages to the pillar page and other relevant content on your site. This helps search engines understand the structure of your content and boosts your SEO.

By building topic hubs, you are creating a network of related content that not only enhances user experience but also improves your website’s chances of ranking higher in search results.

User Intent is the Foundation of Your Small Business SEO Strategy

When it comes to SEO, understanding and meeting user intent is everything. User intent is the goal a user has when they perform a search.

There are three main types of user intent:

• Informational: The user is looking to learn something.
• Transactional: The user is looking to buy something. 
• Navigational: The user is looking to go to a specific website or page.

To optimize your content for user intent, start by understanding what your audience is searching for and why. Are they looking for information? Trying to make a purchase? Or are they navigating to a specific website? Tailor your content to serve these needs.

Provide informational intent users with comprehensive and well-researched content that answers their questions. For transactional intent users, ensure your product or service pages are optimized with clear calls-to-action (CTAs) and easy navigation. Finally, making sure your website is easy to find and navigate for navigational intent users.

By focusing on user intent, you'll not only improve your SEO results but also create a better experience for your users, leading to higher engagement and conversion rates.

With the Right Strategy, Small Publishers Can Compete — and Win

Google’s algorithm update may have raised the bar for content quality, but with the right strategies, small publishers can still compete in the new landscape. By focusing on long tail-keywords, building robust topic hubs, and meeting user intent, you can create content that not only ranks well but also resonates with your audience.

If you’re looking for a partner to strategize with, we can help with that.