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“ There is no “x + y = z standard when it comes to SEO ,” but by tracking keywords and related terms to thematic clusters, the SEO team was able to get closer to understanding the causality behind the success and failure of the SEO strategies they were experimenting with.


They were able to monitor the health of their “topic clusters” and, crucially, adjust and refine their strategy based on the results they were seeing. In SEO the stakes are shifting The blog overhaul was the last excuse they needed to get the wheels turning and implement the new approach that Matthew Howells-Barby, HubSpot’s Director of Acquisition, had long advocated for.


While behavioral changes are the main business owner phone number list drivers behind the Topic Cluster approach, the reasons behind the need for change are much broader. More more For a while, and a corresponding school of thought, marketers believed that having more content was enough to rank higher.


However, piling more content onto an already poor site architecture does not help search engines find and rank content. The problem was not a lack of content, Matthew Howells-Barby Director of Acquisition at HubSpot , LinkedIn When producing content at the pace of HubSpot, information architecture is incredibly important.