Lesson 1 | SEO is changing

Here we discuss how SEO is changing and how you can adapt.


The changing face of SEO

Today, competition to get found in search engine results is intense, and as a result, SEO practices have evolved to a new model being leveraged by many content-focused websites.

SEO is now shifting to a topic cluster model, where a single “pillar” page acts as the main hub of content for an overarching topic and multiple content pages that are related to that same topic link back to the pillar page and to each other. 

This linking action signals to search engines that the pillar page is an authority on the topic, and over time, the page may rank higher and higher for the topic it covers. The topic cluster model, at its very essence, is a way of organising a site’s content pages using a cleaner and more deliberate site architecture.

The HubSpot topic cluster tool isn’t magic and won’t fix all your SEO problems, but what it does do is give you suggestions for good SEO terms, a visual representation of your SEO structure and advanced reporting statistics.