 आद आई कि आप येरा हैं। आज येंजिनियास नी ये ओ पीचे के वेँच खाली दिक रहें। आई में जितेश आए अग़ा आप और या आप एक छाँद आगाद वी आप बागी रहाँ। तो मैंसे गारग़ान लिटाशको लगावाग्या शबन कारन वालागा है माज़र दो और तब दिलोग्या मबरद वो अआप देशाने लिए देशाना वो लगराष़ा देशाना है लिँ लगा को बननोगा वी प्रहीं दोगना तोगना बच्यःत्ता है तुच एसी हो, तोड़ा बोध एसी हो देकते हो योस टीूस करते हो, टाईटल चेंज करते हो, मेटा दिस्क्रिष्शन डालते हो एनी ठिंग, लिंक बिल्ट करते हो अलमोस्ट एबरी वन, रही, अच्ट अलमोस्ट एबरी वन और लों, लों, लों, लों ताएम इक बर आजू अजू देको, एक बर अजू अजू देखो विकली लुक आट योर लेफ्ट परश्ट एबरी लुक आट, लुक आट, रइत, रएत, एक दम रएत मुणी फिलादो देपिपल देपी विट गो सी जोगा एक नहीं गोगल भाट लों, लों, लों ताएम, बाट, लाएक एंजिनियास वी अर गीख्स, अल स्यो एकसपर्ट्स आर गीख्स शो वो दो वी दु, वी तराए तो तो वेज वेज वेज वेर विकन खेटर तो दिस भाट, आद परगेट वोड देखोजू टेबरी, बोड ची वोोड वोड वेज, आद परगेट वोड वोडग वोड वोडभ वाड़र त्खॉशृि, लों, वी बोड वोड वोडि़ जोगुगुगुगुगुगुगुगॉगुगुगुगुगुगुगुगुगुगुगुगुगु through it, all of these propositions are going to become extremely important in your search queries positions on your google search. So this was the first study which told us that longer content matter. But we saw some contrary information in hrefs. hrefs is a tool that you use for doing your SEO. What is that contrary information? Almost 2 out of every 3 searches on google are either 4 words or more. Right? And typically these 4 words are more. What are these? Typical. These are long tail keywords. Right? We all know that. Or long tail keyword ke upar how can you write 3000 words, 4000 words, 10000 word articles? That's difficult. There was more evidence to this study. This is a distribution of keywords versus their search volume. 92% of keywords get 10 or less searches per month. 92% of google keywords searches get 10 or less searches per month. What does this tell you? That's 1.9 billion keywords 92% get less than 10 searches per month. What does that tell you? That tells us number 1 that keywords are extremely varied. Long before birth, google was looking at prepositions. Google was looking at search intent. Google was looking at the geography where the user was searching these keywords for. And everyone types in their keywords differently. Right? That's why majority of the keywords that you see get less than 10 searches. If we all search a keyword here, we will do it in different ways. Not the same way. That is why they get less than 10 searches per month. Right? So what's the solution to all of this? The solution is cornerstone content. Right? And in order to create cornerstone content, I want you to take this one thing away with you. The way we have been thinking about our content strategy, the structure of our content, website, blog, whatever. And the way we create our content needs to change immediately if you have not done it already. Right? What do I mean by that? So, so far what we have been doing, keyword search किया, depending on how good you are at keyword search, you found some keywords. And then you took that keyword, wrote an article. If you are a true content marketer, you distributed it well, got traffic from social media, पैसा है तो Facebook ad भी किया. Right? And if your content piece was really good, maybe it went viral, maybe you became famous. Right? This is how we used to do our content marketing so far. Unfortunately, writing keyword based content is going to change now. This is no longer going to help you get into the top 10 places of Google. Okay? So cornerstone content will help you overcome this challenge. Right? What is cornerstone content? Let's go back 30 years, 40 years. Let's say you are a business then. And let's say someone wants to buy from you. What would that person would have to do? Let's say someone wanted a swimming pool installed in their backyard and you were a swimming pool company. What would that person have to do? That to visit your store or factory. First they will have to call you. They will have thousands of questions about swimming pools. क्या ताइप के होते है? क्या कोस्त होता है? कितना दूरेबलीटी होता है? मेंटेनन्स क्या होता है? They will have thousands of questions. Right? Some you might not have thought of. चिल्रन के लिए सेथ होता है क्या? बच्छो के लिए सेथ होता है क्या? Many questions. What municipal corporation permissions will I have to take? So many questions would crop up in their mind. Right? And you would sit there and patiently explain that to them. That's what cornerstone content is. Right now, the way we create our content is infinite. अगर किसी वेट्साइत के लिए मेरेगो क्यान्त बनाना है? Is there an end to where I stop creating content? Till I start, till I keep finding new keywords, I'll keep creating content. Simple. Right? But with cornerstone content, it's not like that. You only need to answer the questions that people have. Right? That's what cornerstone content. It is no longer about keyword, it is about the topic, swimming pool के वारे में? Swimming pool कैसे बनाना है? उसके वारे में? You understand? It is no longer about swimming pools in Mumbai. A swimming pool constructors in Mumbai. It is about voice search. How do I get a swimming pool installed in my backyard? How much does a swimming pool cost? It's all about questions. Do you understand the difference? It's all about the topic. So that's what cornerstone content is. कोरनास्टों कंटेंट is the most basic, indispensable, essential piece of content on your website, which answers all the questions your customers will have about your product. Right? And it is all about the topic that your product answers for. The problems that your product solves. कोरनास्टों कंटेंट has a lot of different names. The first I heard about cornerstone content was from ब्रायन ख्लारक of a copy blogger. This was way back in 2007. But it gained true significance when HubSpot, one of our sponsors, they called it pillar and cluster content or topic cluster content. Then I don't remember the name of the person. Someone gave it a name. It's called hub and spoke content model. Okay? So let's look at what this model looks like. So this is what HubSpot defines it. The central topic, the blue pillar that you see, the dark blue pillar, that's your cornerstone content, the pillar content of your website. Right? Which is the basic essential indispensable content that answers all the questions that your customers have about your product or solution. It's an overview of everything, let's say about swimming pools. Right? And then there is a cluster of content around it. What permissions do I need to take? What materials will be used? Are those materials harmful to children? Are they organic? How much water will it waste? Right? All of those questions need to be answered in different pieces of content which can be shorter in length. And then all of these pieces of content together create a topic cluster. The structure of your website is no longer a blog, one post after another. It's a well-structured piece of content which answers questions about your product or service. Got that? Right? So let's take a few examples. If you have been in SEO for any length of time, everyone knows this, the beginner's guide to SEO by Moz, right? Where the pillar content is organized into different chapters. The chapters from the clusters and the pillar content is your beginner's guide to SEO. Brandeen, everyone knows Brandeen, Backlinko, right? Link building guide for SEO. Again you will see this is one big piece of pillar content. And links to other blog topics of his like SEO ranking factors or outreach methods for link building. This one is very interesting, type form. Everyone, does anyone know here type form? Does anyone here know type form? Heard about type form? Yeah. So type form is like V forms. V devs apne jo ye hai ya gravity forms, ya contact form 7, whatever you are using. Right? But it's a hosted solution. They have created this topic cluster called brand awareness. On the right hand side you will see the clusters, which link to the various cluster articles for this particular pillar content. Right? So you can go there and you can try and understand why did type form, a form create content about brand awareness. That's interesting, right? Why does a form tool need to create a content about brand awareness? Find out, it's a really interesting reason. So what's pillar content? It's an overview of a specific topic, right? Which relates to your product or solution. Mozka SEO type form ka brand awareness, right? Brandeen ka link building. It is long form, typically 3000 to 10,000 words long. Sometimes some people have even created 20,000 words long content. It could become a small book. And it has an optional opt-in, where you can either give your email address to download the PDF version of this long form content or you could download a content upgrade like a checklist that goes along with this piece of content. What is cluster content? It's a subtopic, not your main topic, right? It is keyword-focused. Here keyword comes. This is keyword-focused. You are catering to the search engine over here. With the pillar content, you are catering to the people, not the search engine, right? And it links to the pillar, right? So this is your take-away tool. You create a pillar content. You optimize it for conversions. Get email addresses from people. Get them to download your pillar content and use that pillar content as a lead generation page. But your cluster content, you build it for search engines. Optimize it for keywords. So how do you implement this in WordPress? Look straight forward. But there are a few tricks you need to do to get this implemented in WordPress. So what will you use for pillar content? Page, post, category. Anyone? Page. Someone said page. Yeah. So why page? Why not a category? Okay. Yes, agreed. So there are a couple of reasons why we use a page instead of a category. First of all, category is an archive page, right? Where you have a list of blog posts. It's not sequential, right? The way you want people to learn about your topic, it's not in that sequence. It's in the sequence in which you have written your blog posts, right? That's one problem with category pages. The second problem with category pages is the editing experience is extremely limited. And if you look at the examples of pillar pages that I showed you, they are richly edited pieces of content. You'll find a lot of infographics, you'll find a lot of videos, you'll find a lot of formatting, right? Which is not possible if you want to edit a category description right now in your default WordPress system, right? And the third thing is pages are kind of, have a kind of permanence to them. They are not like blog posts, chronological or they can't get hidden on page 2 of your main blog page, right? They will be there always, your pages. That's why you use pages for your pillar content. Let's look at an example of how we do this. So let's say you're building a fitness website where your main topic is workout routines and then you have various other cluster topics like how do you work out without weights, how do you work out at home, how do you get abs, right? Obviously, I'm not the person who is building this kind of a website. So for pillar content, you'll use a WordPress page. Your URL would look something like this myfitside.com slash workout routines. You'll link it from your site navigation menu so that Google finds it easily. This is extremely important and you link to the other cluster content about workout routines from your pillar page. Next, your cluster content. These will be WordPress posts, right? Now ideally, you want your URL to be myfitside.com slash workout routine slash forabs or slash fact loss or slash at home, right? And it links back to pillar content but there's a problem here. Can anybody tell me what the problem is? Posts cannot be children of your pages. So if you're using the URL workout routines for your pillar page, how can you get a slash forabs or a slash fact loss or a slash at home in WordPress? That's the slight problem that we have in WordPress, right? Google expects you to have your pillar and cluster content organized this way but we can't do that right now in WordPress as it is. So we have to do a little bit of Jugaad and that Jugaad is step number one. Your blog posts need to have a custom structure permalinks slash category slash post name, right? So I'll tell you why. Just need to know this for now. In the next slide, I'll explain why do you need that category in your permalink. Then that's your category which you create workout routines slash category slash workout routines will be the permalink of your category, right? But we also have a pillar page which is slash workout routines. Your cluster posts are a part of that category. So there and because you've set your permalink to slash category slash post name they'll appear as slash workout routines slash forabs or slash workout routines slash fact loss or slash workout routines slash home, right? But you don't want people to go to the category page. We want them to come to our pillar page so you do a 301 redirect to your pillar page. That's a small jugaad that you need to do to get your cornerstone content to work properly. So take away number three. You have to create the right content structure with the right permalinks and the right internal links. So that's my presentation. If you have any questions, I'll be happy to take them. Once again, I'm Jitesh. I work at hummingbird web solutions. I look after cyberchamps and WPK where we create beautiful WordPress themes and very useful WordPress plugins. Do check out both the websites.