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Need to create a niche or multi-topic site?

Need to create a niche or multi-topic site?

Today’s Style an SEO question comes from Sasank in Telangana, India asking:

“Which is more suitable for starting a site in 2021: Starting with a specific niche or site covering different topics (not a news / magazine)?”

Sasank, the short answer to the question is that you could choose one of the options as long as you have a clear site structure and enough content to support the niche or every single topic.

Let us now turn to a more detailed answer.

There are a few things to consider no matter what direction you take, including site structure and content depth.


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Note that in my explanation I will use topic and category interchangeably, but I am talking about the same thing.

Create a strong website structure

When it comes to site structure, one of my favorite analogies is to see your site as a book.

Think of each category as a book chapter, and your goal is to fill that chapter (ie category) with relevant content.

The pages need to be linked, which I will explain below, just as you would arrange your book based on chapters.

This builds a logical and clear structure on the site and helps search engines better understand what your site is about.


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This advice applies no matter what type of site you decide to develop. When thinking about the structure of your site, focus on creating a hierarchy that has a clear order of topics.

In other words, create a taxonomy of your topics. Your website should be at the top level of the hierarchy and optimized for general keywords.

As you then move down the hierarchy, you enter categories with supporting content and more specific keywords.

A popular approach is the pyramid site structure, where the site is organized by topic.

Here’s what John Mueller had to say about this type of structure:

“… the top-down approach or pyramid structure helps us much more to understand the context of individual pages on the site.

So especially if we know that this category is related to these other subcategories, then it is a clear connection we have between these parts.

And it definitely helps us to understand how these things work together, how they work a little better together. ”

You can create this type of structure, whether you focus on a niche or have multiple topics on the site.

The taxonomy, internal links and navigation (including breadcrumbs) help build a clear structure which in turn will help you build authority for the topics you are targeting.


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The key is to have enough pages / content to support each category, leading to the next point to determine categories and subcategories.

Determine categories and subcategories

The first question you need to ask yourself is: Will there be enough supporting content for each category?

In other words, will there be enough topics you can cover?

Back to the recommendation of the site structure, to create a hierarchy, you need pages that come together to form a category or theme (ie the analogy with book chapters).

And to answer that, you need to decide what type of information (or products) you want to provide on your site.


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Then organize this information into categories and subcategories.

Then identify the supporting content you want to place within each one.

Finally, you need to conduct keyword research so that you have searchable phrases to use for your pages. Start by targeting at least five pages for each category and / or subcategory.

Keyword research is also an opportunity to identify additional topics you can include within your categories.

For example, you may come across a highly searched question that matches a product category. In this case, you can create a page or blog post that answers that question and links back to the main page of the product category.


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Semrush, AnswerThePublic, and keywords everywhere can all help you find keywords and ultimately topics to cover. (Try using the Keywords Everywhere browser extension on AnswerThePublic’s website to create a Power Center.)

To sum up, launching a specific niche site or a site covering different topics can both work in 2021.

Just make sure you have structured your site properly and have enough content to support your categories.

Your goal should be to create useful content on topics your audience cares about.

More resources:


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Editor’s Note: Ask an SEO is a weekly SEO consulting column written by some of the industry’s best SEO experts, which has been hand-picked by the Search Engine Journal. Do you have a question about SEO? Fill out our form. You may see your answer in the next #AskanSEO post!

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