Developing content hubs – this is a core task in SEO and content marketing. The approach behind it: building visibility with relevant topics that the target audience searches for.
Many questions arise during the conceptualization phase: Which and how many topics should be discussed? What should the editorial articles look like?
For many years, the SEO industry has relied on an approach known as “Skyscraper.” These are very detailed articles that cover as many aspects as possible. The term “Pillar Page” is also used for this.
However, the Skyscraper format is now viewed critically by many. A new approach being discussed in the industry: Ranch-Style SEO.
Instead of an extremely detailed text that towers like a skyscraper (Skyscraper), content should be structured more like a ranch with many small, distinct outbuildings. Here we explain the background.
In a Deep Dive Workshop in our Academy, we show how to adopt and implement this new approach (recording here). Using the example of an Academy member, including keyword analysis and an article.
The Skyscraper is Faltering – for these 3 Reasons
Ranch-Style SEO: these are the 2 Key Points
The Ranch-Style approach addresses a number of current developments in SEO. At its core, it revolves around two points:
- Granular, targeted articles: Instead of discussing many different aspects in one article, this approach focuses on breaking down topics and discussing them in multiple articles. The topics should be clearly distinct from each other – keyword Longtail Keywords – and align with the user’s search journey.
- First Hand Experience: Google has been emphasizing for some time that articles have very good ranking chances if they demonstrate that genuine personal experiences and knowledge have been incorporated. More on this in the Google documentation here. Purely general texts, on the other hand, have a hard time. The new approach takes this into account during planning.
The approach combines SEO strategies with content marketing – and has probably triggered such a strong response for this reason. It is a longer development that the various channels and disciplines are increasingly converging and can support each other – or even must, to be successful.
We have also discussed similar topics here in Content Distribution and Thought Leadership Content.
The term “Ranch Style SEO” comes from Bernard Huang, who introduces the approach here. Screenshot: Clearscope Website.
How the SEO Industry Discusses It
SEO and Content Strategist Elena Geiger described the two approaches in an infographic and an article. There was an interesting discussion about it on LinkedIn – with mixed reactions.
For example, Campixx founder Marco Janck writes that he would always start with Holistic Landing Pages and only outsource in case of “overhang.” “I would never split the topics immediately if I don’t have to.” Holistic Landing Pages still work so well. It’s not yet time to “move on.”
Mandy Fröhlke, Head of SEO and Content at digit.ly, also addresses the effort involved in a Ranch-Style SEO approach. Because creating a larger content hub per se requires more effort than building a few Skyscrapers. “I always make it dependent on the client and the topic which strategy I pursue. Also, how many “sub-topics” actually offer potential.”
Doris Eichmeier, a well-known content strategist and author, writes in her comment that “the disciplines of SEO and content are moving even closer together than they already are. The ways of thinking are adapting to each other.”
First Hand Experience – What Does that Even Mean?
But what exactly does “First Hand Experience” mean? How can this requirement be incorporated and systematically considered in content planning? These are points that, from our perspective, are still too little discussed. Because ultimately, marketing managers ask themselves how they can implement this approach very concretely.
From our perspective, there are four levels:
- fact driven: Current news, classifications
- educational driven: Helpful tips
- emotion driven: Emotionally charged topics
- action driven: Instructions for action
All four areas are combined with real experiences, experts, data, etc. In other words, the opposite of AI-generated texts and photos.
We will also discuss and apply this systematic approach in our next Deep Dive Workshop at the Academy. In conjunction with the second aspect of granular planning and keyword research.
See also Benjamin O’Daniel’s LinkedIn post on “First Hand Experience“.
Brief Insights from our Podcast
The Goal: Content that Drives Clicks
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More InformationSkyscraper Content and AI
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More InformationHow Does Ranch Style Content Work?
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More InformationWe Advise Marketing Managers on SEO
We are Fabian Jaeckert (right) and Benjamin O’Daniel. For many years, we have worked as consultants for marketing teams. We combine two worlds: Fabian is the technical expert, and Benjamin handles all topics related to content development.
I look back with great satisfaction on the SEO project that we carried out with Benjamin and Fabian. Firstly, the collaboration was on a very pleasant, goal-oriented level. Secondly, the consultation was structured in such a way that we could immediately start with the implementation. We received very concrete optimization suggestions that were tailored to our internal capacities and therefore realistically implementable. Even though only a few months have passed, we can already see the first results of our work in the Google rankings. Traffic for our relevant keywords is steadily increasing, and we still have enough concrete work packages from Benjamin in the pipeline to boost our site. Furthermore, through the consultation, we have acquired so much internal SEO know-how that we can now optimize our site independently. And most importantly: Visitor numbers have doubled – with correspondingly positive effects on sales.
“How can we improve our SEO visibility?”
This fundamental question underlies every project for which we are brought on board.
It often involves reviewing existing SEO and content strategies from an external perspective and developing new levers.
This is precisely what we specialize in.
We develop SEO strategies for companies and present them in a structured and understandable manner to the responsible parties in focus workshops. Subsequently, we support the in-house managers during implementation.
Sounds interesting?
We would be happy to arrange an introductory SEO meeting via video conference (30 min.).
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