That is why the mentality has to shift to determine what topics need to be covered on a page or a grouping of pages to cover the topic extensively.

When done correctly, this method of content creation can lead to:

To learn more about having a topic focus visit my previous Search Engine Journal article, How to Dominate SERPs by Focusing on Topics Instead of Keywords.

Create an IA Structure

After working through your research phase and establishing the main topics your site needs to focus on, now it’s time to build out your site’s information architecture, also referred to as IA.

Remember the previous analogy about a website functioning as a house with pages representing the individual rooms of the house?