TL;DR: The Easy Summary
Koray Tuğberk Gubur’s talk was about making your website a big deal on Google using something called topical maps. Imagine your website as a map of topics or ideas. The main idea (like the capital city on a map) is what your website is all about, and the other topics (like smaller cities) are related stuff. You have to make sure everything is connected and makes sense, similar like a well-planned city.
He also said it’s important to keep updating your website with interesting, new content to stay ahead of others.
Plus, when you link pages inside your website, make sure they make sense and aren’t just random. This helps Google understand your website better and can make it more popular in search results.
Introduction
In his presentation “How to Create a Killer Topical Map,” Koray Tuğberk Gubur delved deep into the creation of topical maps for SEO. This blog post incorporates additional insights from his slides, offering a comprehensive guide for professionals looking to implement advanced SEO strategies.
Understanding Topical Maps
Gubur clarified that a topical map is not just a list of keywords, topics, or concepts to target. It involves merging search language with natural language to maximize relevance and communicate effectively with semantic search engines. The goal is to decrease the risk and cost of retrieval while increasing relevance and responsiveness, thereby achieving a state of topical authority.
The Fundamentals of a Successful Topical Map
Gubur outlined five key fundamentals for a successful topical map:
- Source Context: Understanding why your brand is needed in the Search Engine Results Pages (SERPs).
- Central Entity: Determining the main topic that appears site-wide.
- Central Search Intent: The connection between the central entity and the source context.
- Core Section of the Topical Map: Where most ranking signals flow and monetization happens.
- Outer Section of the Topical Map: Where historical data comes from, essential for gaining search engine trust.
Practical Examples and Case Studies
Gubur provided several examples from different domains to illustrate how to apply these principles. For instance, he discussed how a health encyclopedia site might structure its topical map, focusing on different aspects of health in the core section and related drug information in the outer section.
Creating a Functioning Topical Map
The creation of a topical map involves three steps:
- Choosing the Right Elements: This includes the source context, central entity, central search intent, core and outer sections of the topical map.
- Using Token Insertion: This method involves taking all probable probabilities of word distributions in a web document and query terms.
- Designing Prioritization and Contextual Weight: This step is about understanding macro and micro contexts and designing the web document template accordingly.
Semantic Content Network and Historical Data
Gubur emphasized the importance of a semantic content network and using historical data for approval as an internal factor. This involves understanding query semantics, choosing contexts, and connecting core section entities’ attributes to outer section entities.
Optimizing for Macro and Micro Contexts
Understanding and adjusting macro and micro contexts for topical map nodes is crucial. Gubur stressed that the macro-context should always bring focus back to the central entity and search intent.
Action Items for Implementing Topical Maps
To apply Gubur’s advanced strategies, here are refined action items:
- Develop a Comprehensive Topical Map: Incorporate source context, central entity, and search intent into the topical map.
- Apply Token Insertion Methodology: Use this approach for creating raw and processed topical maps.
- Design Document Templates Based on Context: Focus on creating templates that cater to both macro and micro contexts.
- Leverage Historical Data: Use historical data to inform content creation and improve index prioritization.
- Understand and Apply Query Semantics: Tailor content according to query semantics to bridge the gap between query and document vocabulary.
Conclusion
Koray Tuğberk Gubur’s presentation provides an in-depth understanding of creating and utilizing topical maps for SEO. This blog post, enriched with insights from his slides, offers SEO professionals a detailed roadmap to harness the power of topical maps and achieve topical authority in their respective niches.