2 posts tagged with "Content Strategy"

Rankings climbed. Impressions nearly doubled. By every metric that SEO teams have been optimizing for since 2010, this was a success.

And yet, over the same 17-month period, click-through rate collapsed 79%. Monthly leads dropped by an estimated 1,200. Organic sessions fell 37% at the exact moment the content was performing its best.

This is a data story I watched unfold at UAGC — and the pattern it reveals is one of the most important things happening in search right now.

Content clusters — the "pillar and cluster" model — became the default content strategy playbook around 2017–2019. Eight years later, most implementations I audit share the same flaw: teams built the structure without building the authority.

The architecture is correct. The execution misses why it works.