Module 05
Intent and Topic Architecture
Deciding what to write, when the question arrives as a conversation and gets expanded into a dozen searches before anything is retrieved.
5 lessons · 11 videos · 2h 14m
- 05.01
Keyword Research When the Query Is a Conversation
Build a keyword set from demand data and turn it into a set of questions a fan-out would generate, rather than a list of phrases to repeat.
- 05.02
Reading the SERP as the Answer Key for Intent
Infer what a ranking system believes a query means by reading what it already returns, and decide whether your page format can compete at all.
- 05.03
Topic Clusters and the Entity Behind the Words
Design a cluster of pages around a topic and its entity rather than around keyword variants, and explain what an entity is to a search system.
- 05.04
The Page That Answers First
Restructure a page so its answer is available in the first screen and to a retrieval system, without turning it into a list of disconnected fragments.
- 05.05
Decay, Refresh and Consolidation
Identify pages that are losing ground, decide between updating, merging and removing each one, and explain why freshness is weighted the way it is in AI citations.