The thematic positioning of the brand largely determines the keyword set for which Google puts me on the first search results page. The decision on the subject areas that a company wants to occupy is a marketing -strategic decision. The subject areas and the corresponding terms must be consistently pursued on the website, in content marketing , marketing and PR campaigns. This is the only way to generate the necessary signals to be perceived as a thematic authority and expert by the digital gatekeepers. An example from my consulting practice shows how powerful this thematic orientation is.
The customer has a somewhat unclear positioning between the generic subject areas of sportswear and yoga clothing. The headings on the homepage and subpages, page titles and navigation points were very inconsistent and alternated between the two subject areas.
However, the target group and the product range were more focused on the yoga segment. The thematic orientation of the website was unclear to search engines and users. The sportswear topic area did have significantly greater potential in terms of demand and search volume, but you can't turn a VW Polo into a VW bus.
However, even without targeted search engine optimization, the south-korea phone number data website had some respectable rankings with potential for SERP 1 and 2. The positioning through co-occurrences of "brand + products" could also be seen in the brand-related search queries and navigational terms. Most of the terms were from the yoga environment or were related to the marketing claims or brand characteristics that the company has used for communication in recent years, such as "fair", "sustainable" or "vegan". The homepage or landing page was often the ranking target page, even though it was not optimized for the terms.
From this, one can deduce that Google sees the brand as an authority for the topic of yoga and various long-tail terms that contain the brand characteristics and absolutely wants to have the domain at the top of the relevant set of possible sources, even though no suitable documents were available as landing pages .
The first task was to sharpen the thematic positioning of the brand on-page and to move away from the generic topic of sportswear and towards the niche topic of yoga clothing. Headings and page titles of the homepage and some subpages were adjusted. As well as the naming of some navigation points. The focus was on the keywords with the highest demand from the now focused topic area, which had previously been determined using keyword analysis . Within a few days, Google adjusted the corresponding rankings significantly, which led to a doubling of visibility. To date, no texts have been created or adjusted on the landing pages.
This case shows how powerful the thematic positioning of the brand is in terms of rankings on Google. If the thematic authority of the brand or the domain as a digital image of the brand already exists, that is half the battle, even in the non-YMYL area.