Multiple award-winning, ergonomic, high-quality kid’s bikes? Yes, sir! woom bikes România offers the lightweight, child-friendly bike, tailored to the exact needs, proportions and riding style of children at every age. And it’s been our client since 2023! 🚴

The role of topical map SEO in a content strategy

One of the goals set at the beginning of 2024 was to create a well-thought-out blog content strategy, so that we could write and organize articles on the woom blog according to a hierarchy of topics and subtopics. This strategy would help us provide parents with relevant answers to very specific questions in a clear and more structured way. For example, if they want to learn more tips & tricks about how to teach their kids to ride a bike, they should have access to a collection of articles written under this topic, meaning to find all the information into an authoritative source they trust, in this case woombikes.ro.

We decided that the most efficient solution was a visual map to illustrate the interconnections between multiple topics and subtopics, thereby helping search engines to understand the structure and importance of the various subjects covered in the articles. This is how we ended up creating a topical map SEO, which for more than two years has been the basis of the blog content and SEO optimization strategy for the entire brand website. In addition to the logical direction it gives to woombikes.ro, this topical map SEO also helps to facilitate user navigation on the website, ticking one of the most essential UI/UX principles, as it’s much clearer to users where to find certain information on the website and they’re able to access it more quickly. On the other hand, the hierarchy and connections between pages, according to a personalized topical map SEO for the brand’s field of activity, sends positive signals to search engines and helps to build website authority so that its customers perceive the brand as a credible and trustworthy source.

How to obtain a high-performing topical map SEO ?

This project was possible thanks to the SEO services and expertise of the Digitalee team, along with insights provided by the client. What did we actually do? Well, we’ve firstly chosen the main topic that formed the basis of the topical map, namely „children’s bicycles”, as this was the main keyword on which woom wanted to build its authority in search engines. Having the HubSpot’s „Inbound Marketing” certification at the time, we decided that the best strategy we could adopt was to choose topics related to „children’s bicycles” on the inbound funnel. Thus, the brainstorming process was structured around the four stages of the funnel: awareness, consideration, decision, and retention. At each stage, we put ourselves in „the parents’ shoes” and prepared a set of „How to…” questions that we could answer in future articles on the woom blog, starting from the moment when parents find out they need to buy a bike for their child (the awareness stage) to the actual search for the most suitable bike (the consideration stage), choosing the brand (the decision stage), and what happens after the purchase (the retention stage). Following the brainstorming session, we managed to outline the clusters and sub-clusters associated with each stage, meaning the „pillars” that supported the topical map SEO for woom. To find all the topics of discussion in each cluster, we conducted a keywords research using the Google Keyword Planner tool. More exactly, we searched for and grouped the most relevant keywords according to the target group’s questions about the main topic of „children’s bicycles”, which woom assumed it could answer, and we ranked them according to the clusters and sub-clusters they fell into. Finally, we used the LucidApp to create a visual representation of all connections between clusters and sub-clusters (like a family tree), dividing the topical map into four quadrants, where each quadrant corresponded to a stage in the inbound funnel. Also, each quadrant included the clusters associated with that stage, along with the families of keywords which reflected the subjects around that cluster.

The main clusters are currently displayed as the article categories too on the woom blog page. Monthly, the visual illustration of the topical map SEO provides us with a clear overview of the clusters where we have the most or the fewest articles written on the topics it covers, respectively the directions we can explore in depth, depending on seasonality and existing trends in their industry at that moment.

Digitalee Service(s): SEO

Client Name: woom bikes România

Client Industry: Kids Bikes