{"id":1109,"date":"2016-08-16T09:39:26","date_gmt":"2016-08-16T16:39:26","guid":{"rendered":"http:\/\/www.canirank.com\/blog\/?p=1109"},"modified":"2020-11-25T10:50:23","modified_gmt":"2020-11-25T18:50:23","slug":"thematic-content-can-save-website","status":"publish","type":"post","link":"http:\/\/www.canirank.com\/blog\/thematic-content-can-save-website\/","title":{"rendered":"How Thematic Content Can Save Your Website"},"content":{"rendered":"

We constantly hear that\u00a0\u201ccontent is king<\/em>\u201d within the world of digital marketing. And most marketers understand the ongoing need to craft thoughtful, original content<\/a> for the sake of our site\u2019s search presence and readership.<\/p>\n

But what happens when we get fed up with our lack of links<\/a> and tepid traffic that doesn\u2019t convert?<\/p>\n

For a content marketer, there\u2019s nothing more disheartening than putting so much<\/em> of ourselves into our websites and blogs only to get nothing in return. We’re all searching for ways to help get our blog content noticed<\/a>.<\/p>\n

So how do we put a stop to the stress and start<\/em> seeing an ROI for our content marketing efforts<\/a>?<\/p>\n

Operational Content vs Thematic Content<\/h2>\n

Here\u2019s the deal: not all content is created equal.<\/p>\n

While we should obviously strive to write the best pieces possible for our sites, it’s time to stop thinking about creating “content” for the sake of creating content. Instead, think about the true\u00a0function<\/em> of on-site content.<\/p>\n

The first step to optimizing your site\u2019s content is breaking it down and understanding its function for users on the page and search engines.<\/p>\n

On any given site, content can be categorized as either operational<\/strong> or thematic<\/strong>.<\/p>\n

\"importance<\/a><\/p>\n

Operational content<\/em> represents your business\u2019 most vital information. For example, let\u2019s say you\u2019re a plumber in Toledo, Ohio and have a website dedicated to your business. Your operational content would include the descriptions of your service area, fees, location, contact information and so on.<\/p>\n

Think of operational content as the \u201cbare necessities\u201d in terms of what visitors would need if they wanted to hire you. While there aren\u2019t many opportunities to get \u201ccreative\u201d or build links through such information, operational content is certainly valuable in terms of your site\u2019s usability and customer experience.<\/p>\n

Website content is either operational or thematic. Customers & search engines need both. <\/a><\/span>Click To Tweet<\/a><\/span>\n

The Untapped Potential of Thematic Content<\/h2>\n

Thematic content<\/em> is a whole\u00a0other story.<\/p>\n

Literally.<\/p>\n

Thematic content represents the meat of your site, including product and service descriptions, ratings and reviews, case studies and explanations of your business\u2019 practices. Such content represents a potential SEO goldmine, prime for targeting keywords<\/a>, building backlinks and demonstrating value to your visitors.\u00a0As further proof, thematic content is the go-to strategy of <\/span>ecommerce SEO experts<\/span><\/a> to drive sales and traffic.<\/span><\/p>\n

If your website is suffering in terms of traffic or domain authority, chances are that your thematic content is lacking.<\/p>\n

For example, the aforementioned Toledo plumber could work to target geo-specific keywords<\/a>\u00a0(such as \u201cbest Toledo plumber\u201d or \u201cplumbers in Toledo\u201d) throughout their thematic content. Meanwhile, writing helpful do-it-yourself articles such as \u201chow to prevent frozen pipes: or \u201chow to install a touchless kitchen faucet\u201d work to demonstrate that business\u2019 knowledge, expertise and willingness to help customers.<\/p>\n

Not to dive into too much of the technical jargon, but adding in this broad foundation of topic related content helps to boost the use of LSI keywords<\/em><\/strong> throughout your site. LSI keywords<\/a>, essentially, refer in SEO terminology to synonyms or related terms. By including a spectrum of related terms throughout the content on your site, it helps paint a bigger and clearer picture for Google, as to what your site is about. If crawlers spot the term “plumbing” on your site, they might wonder whether you sell plumbing parts, whether you offer plumbing services, or maybe you teach plumbing courses. By expanding your thematic content to related topics, the LSI keywords you use throughout all this content helps Google determine more precisely what you do and what kind of SERPs to include you in.<\/p>\n

The former provides opportunities to rise in the SERPs, while the latter creates back-linking opportunities which are positive signals to search engines.<\/p>\n

In short, thematic content proves to search engines that your site is relevant to your respective niche or industry and establishes your site as a useful resource to users.<\/p>\n

\"lsi<\/a><\/p>\n

Transforming Your Thematic Content<\/h2>\n

Beefing up your thematic content is more than likely the missing piece of your content marketing strategy<\/a> if you\u2019re looking to rise above your competition<\/a> or shine in the eyes of search engines.<\/p>\n

Chances are you have some work to do on your own site, but where do you start?<\/p>\n

There is no one-size-fits-all strategy to content creation and optimization; however, there is more than likely immediate action you can take to improve your site\u2019s thematic content today.<\/p>\n

By exploring some case studies and<\/em> understanding the good and bad of thematic content, you\u2019ll have a better concept of what optimized content actually<\/em> looks like. Check out these two\u00a0SEO Silo<\/a>\u00a0case studies, one for an SaaS startup and theother for an eCommerce site, or our case study on why longer content ranks better <\/a>for more ideas.<\/p>\n

The Anatomy of Optimized Content<\/h2>\n

Oftentimes when we think \u201coptimization,\u201d our minds are flooded with images of alt-tags, internal links and the more technical aspects of content creation. While such elements are crucial to providing search engines with hints of what your site is all about, technical optimization isn\u2019t the be-all, end-all of ranking for keywords. At the end of the day, you\u2019ll need a substantial amount of thematic content to back up your efforts as you scale your marketing<\/a>.<\/p>\n

\"How<\/a><\/p>\n

Instead of stressing out, strive to create the best content possible for the sake of your site and business. Brainstorm ways in which you bolster your site by crafting thematic content that is\u2026<\/p>\n