We begin with Wikipedia. For the example of fly fishing, we can see that, at a minimum, the following concepts should be covered on a fishing website:
Fish species, history, origins, development, technological improvements, expansion, methods of fly fishing, casting, spey casting, fly fishing for trout, techniques for fly fishing, fishing in cold water, dry fly trout fishing, nymphing for trout, still water trout fishing, playing trout, releasing trout, saltwater fly fishing, tackle, artificial flies, and knots.
The topics above came from the fly fishing Wikipedia page. While this page provides a great overview of topics, I like to add additional topic ideas that come from semantically related topics.
For the topic “fish,” we can add several additional topics, including etymology, evolution, anatomy and physiology, fish communication, fish diseases, conservation, and importance to humans.
Has anyone linked the anatomy of trout to the effectiveness of certain fishing techniques?
Has a single fishing website covered all fish varieties while linking the types of fishing techniques, rods, and bait to each fish?
By now, you should be able to see how the topic expansion can grow. Keep this in mind when planning a content campaign.
Don’t just rehash. Add value. Be unique. Use the algorithms mentioned in this article as your guide.
Conclusion
This article is part of a series of articles focused on entities. In the next article, I’ll dive deeper into the optimization efforts around entities and some entity-focused tools on the market.
Rob Laporte on 18 May 09Tool time Lastly, augment all of that good data with professional keyword research tools. Microsoft offers a tool called adCenter Excel Add-in Keyword Research Tool for versions 2003 and 2007. (Note: You'll need to set up an adCenter account before you can use the tool. Luckily, unlike most other online ad vendors, adCenter offers customer support over the phone with a real person - at no cost to you! - to help you get your account set up and running.) Both Google and Yahoo! offer their own keyword research tools. In addition, there are many third-party keyword research tools available, some for free, others for a fee. The adCenter Excel Add-in Keyword Research Tool can do the following: * Scan your current website and extract the keywords that offer the highest confidence levels based on their current usage * Suggest new keywords based on user behavior or your existing keyword list * Provide: o Research data on top performing keywords o Performance data on the keywords you specify o Information on keyword usage based on geographic and demographic data Note that the keyword tool is primarily designed to help users figure out which keywords to use with their Pay-Per-Click (PPC) advertising campaigns. However, the tool's output is also extremely relevant to developing or revising a keyword list for your website as part of an SEO update. We'll talk about the process of creating a PPC campaign in later posts. To use the tool, I recommend adding your keywords (one word per line) to an empty Excel spreadsheet, listing them in column A. Select the words for which you want to see adCenter's confidence level rating, click the Ad Intelligence tab, and then click the lower half of the Keyword Suggestion button on the toolbar, using both the Contained and Similarity tasks. You'll get a list of additional suggested keywords and phrases that correspond to each of the keywords you selected. Use the ones that are relevant
