From Skyscrapers to Ranch-Style SEO

A new wind is blowing through the SEO landscape. Instead of building ever higher skyscrapers, a small ranch is now the hot shit. And no, we're not talking about the decision to move to Buxtehude instead of Dubai. Today we're talking about search engine optimization.

The question of how to rank as high as possible on Google has always been on the minds of website operators, SEO agencies and content editors. While every court case against Google or data leak provides new clues as to which levers we need to pull in order to finally make the breakthrough to the top of the Google rankings, there is now also a new approach that reminds us a little of Hayday – in the best way possible.

Skyscraper - high but not low

In the SEO world, it has long been considered best practice to place as much content as possible on a page in order to fit as much information and keywords as possible into an article. This format is also known as a skyscraper. While these skyscraper pages were also the benchmark for a long time and offered many SEO advantages, AI, among other things, is slowly but surely shaking the pillars of success of this content format. AI-generated content lacks real expertise and uniqueness for most skyscrapers. Although long SEO-optimized texts usually still perform well in content optimization tools, they often no longer have any real added value for users because they simply reuse existing information over and over again.

Another weak spot is the difficulty of optimizing a skyscraper article. The URL loses its top rankings - and then what? If, for example, a page contains the definition, an FAQ, pros and cons, a how-to and examples, the keyword density is high, but it is difficult to know where to start in order to regain the rankings.

Also the search engines are noticing this: just like in a big city where one high-rise building piles up next to another, people are looking for places that are truly unique and stand out from the rest. In SEO circles, this is why the term ranch-style SEO has become established.

Ranch-style SEO: what's that?

Instead of covering numerous aspects in one looong article, this approach aims to divide topics into individual posts. The content should be clearly differentiated from one another and thus specifically fulfill the user's search intention. This is where the metaphorical ranch comes into play: a small hut is built for each user question, which offers sufficient space and is also clearly separated from the other huts.

It is also increasingly about integrating your own experience and knowledge. This can be seen directly from the Google documentation on the ranking system. It describes that unique content that is actually user-oriented (and not just pretending to be) is rated better. And if we are all honest, it is also what we prefer to receive ourselves: Content that reflects our own experiences. A mixture of fuck-up stories and bragging about successes. Honest opinions on tools and technologies where you don't have to ask yourself after every second sentence what is sponsored. And above all, new perspectives and information that you haven't read elsewhere 37 times.

Content and SEO

Even though content and SEO are always considered together in theory, the reality in day-to-day work is often somewhat different. Emphasis is either being placed on great storytelling and a keyword is included here and there out of a sense of duty, or SEO texts are created that, like the classic skyscraper, are only semi-fun to read.

Creating a content ranch that focuses on user intent rather than keyword density couldn't therefore play into our hands any better. In our eyes, the ranch SEO approach really does combine the best of both worlds and we look forward to designing our ranches in the future: completely individual, peaceful, far away from the hustle and bustle of skyscrapers and with plenty of space for honest content.

Let's get personal

If you want to set up a ranch, you should still stick to a few guidelines and not just get started. Because as with all good levers, strategy is crucial here too. Users (and Google) love first-hand experience content. The following four approaches help to create such content:

• fact driven: Posts classify current events or news and refer to facts and figures.

• educational driven: Texts contain applicable tips based on personal experience and acquired knowledge.

• emotion driven: How do you feel about a particular topic? What have you learned? What are controversies? This is all about emotions and feelings.

• action driven: "How to ...", "5 steps to achieve ...": We all know the clear instructions for action in SEO texts. With tips from our own experience and good research, this approach also fits well on any SEO ranch.

A content hub with all four levels does not have to be created for every topic. In some cases, however, there are definitely topics for which the entire ranch is worthwhile. Each level then deals with a different approach to the overarching topic, has a different focus keyword (usually long-tail keywords) and contains real experiences, expert opinions, own illustrations and new thoughts.

So: You want to climb to the top positions on Google? Then create content that is “helpful”, includes first-hand experience and is structured as a ranch instead of a skyscraper. Doesn't actually sound that difficult, does it?