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8 Must Bookmark Presentations on SEO- 2019

1. SEO Audits that Maximize Growth By Aleyda Solís International SEO Consultant & Founder at Orainti

2. 10 Things You Don’t Know about Structured Data by Martha van Berkel, Co-Founder at Hunch Manifest, creators of Schema App

SMXL Milan 2019 Graphs of Things By Bill Slawski, Director of SEO Research at Go Fish Digital

Gone In A Second by Jono Alderson Full stack developer with Yoast

Access Google slide here –

The Business Value of Tech SEO – Jennifer Hoffman

Turbocharging Google Analytics with Dana DiTomaso, President & Partner

Planning an SEO Strategy for a New Website – Dawn Anderson MSc DigM, Managing Director, Founder, Consultant & Lecturer


Comprehensive Guide to Schema Markup – Enhance Your Search Engine Presence

Many websites with good content are hurt in ranking, thanks to their poor representation in the search results. Various search engine study suggest that first position for a keyword gets an average 33% of the traffic, while number two and three gets 18% and 11% respectively. If you are  experiencing a poor CTR, Google’s Rankbrain algorithm will push you down further as your competitor wins your ranking. 

What is a Schema Markup?

Schema Mark-up is a structured way to present your information to search engines. By just putting an additional tag to your HTML, you can help search engines understand, organize and present the information in a better way. it increases your chances of appearing in rich snippets which is the new way of representing information on google.

Off late, Google search is getting richer with focus on answering maximum queries on the platform itself (As opposed to sending traffic to your website.) is a collaborative effort of Google, Bing, Yahoo and Yandex browser. The structured data helps search engine understand the meaning of your content. You tell the search engine that the word Titanic on your page represents the famous movie, that J k. Rowling is the author of Harry Potter Series, that Oracle is an Organization. This helps search engine align your content with the searcher intent.

Facts about Schema Mark-up

  • Over 25% Google search results has rich snippets. Adding Structured data increases your chances of appearing in rich snippet.
  • Only .3 percent websites use schema mark-up as of now.
  • The most common schema mark-up is breadcrumb and article.
  • has a huge library, you can mark almost anything in schema.

Benefits of using Schema Mark-up

  • Your content is better understood by search engines.
  • You can appear for in-depth articles and Google news.
  • The position zero is the new top – your chances of appearing in knowledge graph becomes high.
  • Google will consider your website for rich snippets.
  • You can appear in google answer box
  • Google voice assistant can use the searchable information using voice, you can appear for voice search as well.
  • By using the video tag, you can help google rank your video in search results
  • Google shopping feed requires microdata to pick information from your page.
  • Structured data helps better representation of your website on social media
  • If you are using a chatbot, schema mark-up can help chatbots interpret the information on your website.

Start with Google AnswerBox

Google Answer box is the prominent knowledge Graph Item. Appearing in Google answer box does not require schema markup. Types of answer box results

  1. Paragraphs
    Paragraph type responses are prominent, they appear for 80% of answer box. Its easiest to rank for, any straightforward answer to a 
  2. Lists
  3. Tables

Here are some facts about Answerbox you should know. 

  • Google picks answers from the high authority websites in their niche.
  • Just like search results, the place is dynamic 
  • You need not be in top three or top 10 to appear in Answerbox, even websites with lower ranking can get the zero position. 

Steps to appear in Google answer box 

  • Prepare a list of queries for which Google Answerbox appears. 
  • Answer the queries in your content. 
  • You can add an FAQs session on your page to keep the format and the terms. 
  • Matching the query format and the exact sequence increases your chance. 
  • Add a logical and to  the point answer. 

How to drive clicks from answer box
Google shows 100 words in the Answerbox, if your paragraph is longer and truncated, your will get clicks from people looking for complete answer. If your answer appears in a list format and has more than 6 bullets, user will click on the link to get complete list. Check this quick guide to answerbox or the Whiteboard Friday on Google answerbox to learn more. 

How to add Schema Mark-up to your website

You can add Schema Mark up using different methods.

  • Via Google Schema Mark up Helper
  • With WordPress Plugin
  • Add schema mark-up using Google search console
  • Add Schema mark up using Google tag manager
Add Schema markup Using Google Structured data Markup Helper –
Open Structured Data Markup Helper

Google Structured data markup helperSelect the type of markup you want to add and enter the URL to start tagging. 
On the next screen, select the fields you want to tag. 

Google Structured data markup screen


Once you are done with tagging, generate HTML and post inside the header tag of your page. 

How to add Schema Markup with WordPress Plugin 
Install the Plugin All in one Schema Markup




Schema Markup Do’s and don'ts

  • Mark as much content as you can
  • Follow Google’s guidelines for Structured Data.
  • Check competitor mark ups with free tools
  • Do not mark hidden content
  • Do Not Mark in Wrong Category
  • Mark Valuable content only

Schema Markup FAQs

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SEO’s Guide for Topic Modeling – Stop Leaving Traffic on the table

A single blog post can rank for 1000+ keywords. For example, if you have an optimized page for cat food, Google is able to recognize searches such as cat snacks, cat treats, cat meals etc. as relevant and your site is eligible to appear for all these keywords. As a Digital Marketer, you need to target a topic rather than a keyword for your next SEO campaign.

When you a search for a keyword Apple, how does search engine decide which results to show? Apple the Fruit or Apple the mobile company. It depends on the user intent if the search engine knows that more people searching for Apple, clicks on links from Apple the company, the results from the mobile company will get a prominence.

With 2013 hummingbird update, Google has gained the immense capacity to understand content, context and user intent.

The search results are not just driven by keywords, there are multiple factors into play – Keyword, content, context user intent and local factors.

To understand this better, let’s run a search on Amitabh Bachchan, the popular Bollywood actor from India.

The first search Just ‘Amitabh Bachchan’ returns generic results about his personal profile and latest news. Without a qualifier word, the search engine does not understand what I am looking for about the actor. His bio, Wikipedia page, and recent news get prominence.

Search without a qualifying keyword

The second search ‘Amitabh Bachchan movies’. Google understands the intent behind my query, and show me results related to his movies. The search results include Knowledge graph with the popular movies, a different Wikipedia page about movies and his IMBD profile.

Search for Amitabh Bachchan Movies

The Search for Amitabh Bachchan Music returns a totally different result.

Search for Amitabh Bachchan Songs

The search for his controversy related to Panama papers leak returns a totally different result

Search for Amitabh Bachchan Panama

Off Course, the results are driven by user intent. Adding a qualifier word, in the end, tells the search engine what information I am looking for about the actor.

The term Amitabh Bachchan is associated with so many different topics – Movies, music, reality shows, Controversies, politics, and fans.

How does the search engine decide how ranking should change when you search for movie, music or reality shows of Amitabh Bachchan.

Let’s find out…

What is topic modeling-

A Topic model is a computer program to extract topics from texts. It determines the topic by looking at the list of keywords appearing statistically in a meaningful way. A Topic model can analyze blog posts, a book, journal articles or any kind of unstructured text.

While Google Algorithms are complex black boxes, researchers and content marketers learned through experiments, trial and error on what can really work in content marketing and SEO.

By having a basic understanding of how search engines interpret the text, quality of content, context and user intent, you can produce quality content which is highly relevant.

How search engines use topic modeling for content ranking –

Google’s algorithm discovers and ranks authority websites with deep content coverage on a given topic. The more in-depth content you write about a niche, the better your chances of ranking higher in search results.

The depth of your content is decided by the coverage of a given subject. A search engine will use a topic model to discover the relationship between a topic and different words, search terms and phrases. Google might be having a massive database of semantic relationship between various terms.

In order to rank better, you need to create a content cluster covering various search terms and related terms on a topic. An interlinked cluster of deep content would mean an authority site on a niche.

Topic Clustering for Authority

The search engine’s job is to satisfy a user’s intent on every search.

You need to decide on a focus topic and the subtopics on a given subject. The next step is to discover various terms, phrases, and keywords related to that topic and sub-topics. A search engine would analyze a million of pages to understand the relationship between various topics, sub-topics, and key terms.

You may not be able to replicate what search engines do, but just by understanding the key concept behind topic modeling, you can easily create in-depth content in your niche. If you want to understand the topic models, refer to the documents below.

Further reading on topic models

Term Frequency-Inverse Document Frequency

Latent Semantic Analysis

Latent Dirichlet Allocation

Topic clustering process –

We have no way to know exactly which topic model or modeling tool Google might be using. But here are some factors (Content marketer’s wild guess or learning from trial and errors.) which Google might be using to decide the relationship between two words, terms or phrases. Google has a massive database or corpus of synonyms and has a very good understanding of how they relate to each other.  The Search Engine is able to relate different keywords, synonyms and their relative importance for a topic. Here are some common relationship –

Semantic relationships

The search engine might look at the co-occurrences, how two terms are related to each other, how frequently they appear together and if do in what order? How frequency impacts the topic and the information related to it. This is how Mashable defines Semantic relationship

semantic search definition by Mashable

Semantic search definition by Mashable

Keyword Proximity

The searcher may use a different combination of keywords, a search engine needs to understand how the distance between two words impacts the search intent. When two terms appear together in a document, what is the distance between them? Do they appear close to each other? How authority websites treat these terms.

Keyword Proximity definition by Searchmetrics

Keyword Proximity definition by Searchmetrics

Citations and Anchor text connections

How other websites or blogs are linking to with those terms and phrases. The search engine would scan the blog, forum, websites for those terms, how they are cited or linked to.

Co-citation and Anchor Text

Co-citation and Anchor Text

Trusted domains

The search engine use trusted domain as their baseline. How trusted domains and authority sites are treating these terms and phrases would determine the relationship for Google. What frequency they co-occur, where do they co-occur (Headlines, main content, sub-topics etc.)

Queries from searchers

Search engine’s biggest advantage is searcher’s data. How searchers use a combination of terms and phrases in their query and the link they click helps the search engine determine the relationship between various terms and phrases. The Rankbrain update helps Google understand the searcher’s reaction in real time and modify the search results on an ongoing basis.

How topic modeling helps with SEO

Understanding of topic modeling and SEO can help in organizing your content in topic clusters and content themes thereby driving a razor focus in your niche and creating more authority with in-depth content. You can use topic models To-

Improve Existing content

The topic modeling can help you improve content for conversion, quality, and relevancy. By creating topically relevant content, you can rank better for relevant terms. This will also mean razor targeting users and creating better value for them.

Discover Relevant Terms

Topic modeling helps you understand the words you should include in your blog or article to increase topical relevance. Topically relevant content can rank 100s of different keywords related to that topic and drive a diverse set of visitors. If the length and depth of your content coverage on the topic are great, the search engine is likely to treat you as an authority site in your domain.

Discover content Gaps

In order to build a topical authority, you need to ensure that there is coverage gaps. The topic modeling exercises help you discover such gaps. You can improve your existing content to cover such gaps or add new content as required.

Exclude off-topic posts/keywords

If your website contains a good number of off-topic posts, it will confuse the search engine. You need to interlink relevant content, top of the funnel content should be higher up in sitemap. Topic modeling exercise will help you decide, main and subtopic of your site and also exclude content which is not relevant. You can either remove off-topic posts or add relevant content to improve topical relevance. This will ensure your site is focused on a topic and thereby driving a better topical authority.

Earn better ranking

The better ranking is the result of topical authority and relevance. You can expect a 5-6% increase in organic traffic by increasing content relevance.

How to create a topic model for your next Article –

Search engines have a vested interest in maintaining secrecy about how their search algorithms work. There is no official confirmation on how topic modeling and clustering works. It’s a work of hit and trial by marketers and SEO folks to best guess how a topic is related.

To start with topic clustering, understand the focus topic and sub-topic in your niche. Create a list of topics and various terms associated with it. Next step is to create pillar topics and sub-topics. Download this quick guide on how to create a topic model using pillar page models.

Next step is to use the following tools

Search Suggestions from Google –

When you search a topic in Google, the bottom of the search results page will show a list of sub-topics and search terms which are ordered by the user intent. Create a list of these terms in an excel.

  1. Run a search with your main topic and sub-topics. For every search, Google will show related search suggestions. Make a note of all keywords appearing in related search.Search Related to Amitabh Bachchan
  2. Next, open top 5 search results from each query. Make a note of H1, H2 and H3 titles
  3. Run a google search with a Question. i.e. Which is the first movie of Amitabh Bachchan. The Google answer box will appear. Expand the answer box by clicking on the questions. Make a list of all Question titles

Search for Amitabh Bachchan Answer box

Udemy course content structure –

Udemy has done great work on creating the topic structure for their courses. This is particularly useful if you are working on a popular niche. Search for bestseller courses in your niche. Make a note of Course title and chapter headlines of the popular course.

Additionally, you can also look at the table of content of any famous book on your topic to understand various topic and sub-topics in your niche.

Authority websites in your niche

Search for the sitemap of any authority site in your niche to understand the organization of topic and sub-topics. Do this exercise for 2-3 websites.

Common sense –

There is no replacement of common sense, if you are an authority in your niche, you already have a good understanding of various topics and sub-topics.

The relation between topic modeling and keyword research tools

Keyword tools extract a list of keywords from a database. The Keyword research tool will not be able to give you relationships or relative importance of a search term. They do not give data on co-occurrence, relevance or any other signal. You need to use a mix of keywords and topic modeling tools to understand the keyword hierarchy and topical relationship.

Tools for topic modeling


Topic Modeling FAQs –

What is semantic connectivity in SEO?
What are LSI keywords and why they matter?
How do I determine the depth of coverage on a topic?

Further reading