Topic cluster strategy – Topic cluster strategy, sounds a bit like a secret code, doesn’t it? Well, it’s not a secret, but it
-is* a powerful framework for organizing your content and dominating the digital landscape. Imagine your website as a bustling city, and each piece of content is a building. Instead of haphazardly scattering these buildings around, a topic cluster strategy helps you group them logically, creating a thriving, interconnected metropolis.
This approach isn’t just about throwing content at the wall and hoping it sticks; it’s about building a solid foundation, attracting the right audience, and keeping them engaged.
This comprehensive guide delves into the core principles of the topic cluster strategy, revealing how it can revolutionize your content creation process. We’ll explore the crucial role of pillar pages, the central hubs that tie everything together, and how supporting content, like blog posts and articles, fuels the entire ecosystem. We’ll also cover the art of strategic internal linking, the secret sauce that connects all your content and improves search engine visibility.
Prepare to unlock the power of topic clusters and transform your website into a content powerhouse.
Understanding the Fundamental Principles of Topic Cluster Strategy for Content Creation
Creating compelling and effective content in today’s digital landscape requires a strategic approach. One such approach, the topic cluster strategy, offers a structured method for organizing content, improving search engine optimization (), and ultimately, engaging audiences more effectively. This strategy moves away from isolated pieces of content and towards a connected network of information, creating a more comprehensive and valuable resource for users.
Core Concept of a Topic Cluster Strategy
The topic cluster strategy centers around a “pillar page” that broadly covers a core topic. This pillar page acts as the central hub, providing a high-level overview. Supporting this pillar page are “cluster content” pieces, which delve into specific s related to the main topic. These cluster content pieces link back to the pillar page, and the pillar page links to them, creating a network of interconnected content.
The primary goals are to establish topical authority, improve search engine rankings, and enhance user experience. By demonstrating expertise on a subject, businesses can attract more organic traffic and convert visitors into leads or customers. It is about creating a content ecosystem that’s both user-friendly and search engine-optimized.
Role and Purpose of a Pillar Page
A pillar page is the cornerstone of the topic cluster strategy. Think of it as the ultimate guide to a specific topic, offering a comprehensive overview. Its purpose is to provide a comprehensive resource that addresses all key aspects of the chosen subject. The pillar page is designed to be a long-form, authoritative piece of content.* Comprehensive Overview: The pillar page provides a detailed exploration of the core topic, breaking it down into its essential components.
Strategic Linking
It serves as the central linking hub, connecting to all related cluster content.
Search Engine Optimization
The pillar page is optimized for a broad related to the main topic, aiming to rank highly in search results.
User Experience
It offers a user-friendly experience by providing a well-organized structure and easy navigation to related content.The pillar page acts as a “table of contents” for your content, guiding users to deeper dives on specific s. For example, a pillar page on “Digital Marketing” might have cluster content on “,” “Social Media Marketing,” “Content Marketing,” and “Email Marketing.”
Contribution of Internal Linking to Topic Cluster Success
Internal linking is the glue that holds the topic cluster together. It’s the process of linking from one page on your website to another. Internal linking provides a pathway for both users and search engines to navigate your content effectively. The benefits are significant:* Enhanced User Experience: Internal links guide users to relevant information, allowing them to explore the topic in-depth.
This reduces bounce rates and increases time spent on your site.
Improved Search Engine Optimization
Internal links help search engines understand the context and relationships between different pieces of content on your website. This is achieved by passing “link juice” (authority) from one page to another.
Increased Page Authority
The pillar page benefits from links from the cluster content, increasing its authority and ranking potential.
Improved Crawlability
Internal links make it easier for search engine crawlers to discover and index your content.For instance, consider a pillar page on “Healthy Eating.” Internal links from the pillar page to cluster content like “Benefits of a Plant-Based Diet” and “Meal Planning for Beginners” provide value to the user by offering in-depth explorations. Similarly, internal links within the cluster content pieces to the pillar page help establish the topic’s overall structure and demonstrate the interconnectedness of your content.
The correct implementation of internal linking results in a more efficient site crawl, better indexing, and improved performance.
Selecting the Ideal Topics and s to Construct a Robust Content Cluster.
Building a successful content cluster hinges on choosing the right topics and crafting a well-structured framework. This involves a strategic approach to topic selection, research, and content organization, ensuring that your content resonates with your target audience and ranks effectively in search results. The goal is to create a cohesive and valuable resource for users while simultaneously boosting your website’s visibility and authority.
Identifying Broad, Relevant Topics for Your Content Cluster
The foundation of a content cluster lies in selecting a broad, overarching topic. This topic serves as the “pillar page” and becomes the central hub around which all other content revolves. Several methods can be employed to brainstorm and research these core topics, each contributing to a well-rounded and effective strategy.Brainstorming is an essential initial step. Begin by listing all the major areas of interest within your niche or industry.
Consider the problems your target audience faces, the questions they ask, and the solutions they seek. Think about the products or services you offer and how you can educate your audience about them.Next, conduct thorough research. Tools like Google Planner, SEMrush, or Ahrefs can help you identify high-volume, relevant s associated with your brainstorming ideas. Analyze the search intent behind these s to understand what users are looking for when they type them into search engines.
This analysis helps you refine your topic selection.Competitive analysis is crucial. Examine the content of your competitors. Identify the topics they are covering and the s they are targeting. Look for gaps in their content or areas where you can offer a unique perspective or more in-depth information. This helps you differentiate your content and attract a dedicated audience.Once you have a list of potential topics, evaluate them based on their relevance to your business, their search volume, and their potential for attracting your target audience.
Choose topics that align with your business goals and have the potential to generate leads, increase brand awareness, and drive conversions.
Designing a Process for Identifying s, Topic cluster strategy
Once you have selected your core topic, the next step is to identify supporting s. These are the specific topics that delve deeper into aspects of the main topic. They should address user needs, answer specific questions, and provide valuable information.The process of identifying s begins with a deeper dive into research. Use long-tail s – more specific and detailed phrases – related to your main topic.
These s often reflect the specific questions users are asking. Analyze the search results for these s to understand the types of content that are already ranking and identify opportunities for creating more comprehensive or unique content.Consider the various aspects of your main topic and break them down into smaller, more manageable s. These s should cover different angles, address common questions, and provide a comprehensive overview of the subject matter.Analyze the search intent behind the s associated with your main topic.
What are users looking for when they search for information related to this topic? What problems are they trying to solve? Understanding search intent will help you create content that meets user needs and provides valuable solutions.To ensure your s are user-friendly and easily accessible, organize them in a hierarchical structure. This structure should create a logical flow of information, guiding users through the content and making it easy for them to find what they are looking for.
- Pillar Page: The main, overarching topic. For example: “Digital Marketing.”
- 1: ” Fundamentals”
-This could explain the basic principles of Search Engine Optimization. - 2: “Content Marketing Strategies”
-This could focus on content creation, promotion, and distribution. - 3: “Social Media Marketing”
-This could delve into the various social media platforms and their marketing potential. - 4: “Paid Advertising (PPC)”
-This could cover the fundamentals of Pay-Per-Click advertising, like Google Ads.
This hierarchical structure creates an intuitive and user-friendly experience. Each provides a specific piece of information, and together, they form a comprehensive resource. Internal linking between the pillar page and the s, and between the s themselves, is essential to establish context and guide the user through the information, reinforcing the cluster’s structure.Consider the example of a content cluster centered around the topic “Healthy Eating.”
- Pillar Page: “Healthy Eating: A Comprehensive Guide”
- 1: “The Benefits of a Balanced Diet”
-This could discuss the importance of essential nutrients. - 2: “Meal Planning for Beginners”
-This could provide practical tips and templates for meal preparation. - 3: “Understanding Macronutrients and Micronutrients”
-This could provide an in-depth explanation of the different types of nutrients and their roles. - 4: “Healthy Recipes for Every Occasion”
-This could offer a collection of recipes categorized by dietary needs and preferences.
By organizing the content in this manner, you create a resource that not only informs but also engages and guides the user toward a better understanding of the topic.
Constructing a Pillar Page That Serves as the Central Hub of Your Topic Cluster
The cornerstone of any successful topic cluster strategy is the pillar page. Think of it as the grand central station of your content universe, the ultimate destination for anyone seeking comprehensive information on a particular subject. It’s the hub, the nucleus, the beating heart of your content strategy, and crafting a compelling one is paramount. A well-designed pillar page not only provides value to your audience but also acts as a powerful tool, driving organic traffic and establishing your website as an authority in your niche.
Let’s delve into the essential elements that transform a basic page into a high-quality pillar page.
Essential Elements of a High-Quality Pillar Page
Building a pillar page is like constructing a sturdy building; you need a solid foundation and carefully chosen materials. Several key components contribute to its effectiveness.First and foremost, a pillar page must offer comprehensive content. It should provide a broad overview of the topic, covering all the essential aspects in a clear, concise, and engaging manner. Avoid the temptation to skim the surface; instead, dive deep and explore the subject in detail.
Think of it as the ultimate guide, the go-to resource for anyone looking to learn about the topic. It should answer all the fundamental questions and provide a solid understanding of the subject matter.Next, clear navigation is crucial. A well-structured pillar page should be easy to navigate, allowing visitors to quickly find the information they need. Use headings, subheadings, and a table of contents to break up the content and make it more digestible.
Internal links are also essential, connecting different sections of the page and guiding users to related content within your topic cluster. Imagine your page as a well-organized library, where users can easily browse and discover relevant information.Finally, compelling visuals are a must. Incorporate images, videos, infographics, and other visual elements to break up the text and make the page more engaging.
Visuals can help illustrate complex concepts, make the content more memorable, and capture the reader’s attention. Think of them as the decorations that make your page more attractive and appealing.
Types of Pillar Pages and Their Characteristics
Different types of pillar pages can be used to structure your content, each with its own unique characteristics. Here’s a breakdown of the common types, presented in a table format:
Understanding the different types of pillar pages allows you to choose the best format for your specific topic and audience. Consider the nature of your subject matter and the goals of your content strategy when selecting the appropriate type.
| Pillar Page Type | Characteristics | Best Suited For | Example |
|---|---|---|---|
| Comprehensive Guide Pillar Page | Provides a complete overview of a topic, covering all aspects in detail. Often includes definitions, explanations, examples, and practical advice. Long-form content with in-depth coverage. | Complex topics with many s, requiring thorough explanation. | “The Ultimate Guide to Digital Marketing” |
| “What Is” Pillar Page | Defines a specific term or concept, answering the question “What is…?” Offers a clear and concise explanation. Focuses on clarity and ease of understanding. | Introducing new concepts or explaining technical terms. | “What is ?” |
| “How-To” Pillar Page | Provides step-by-step instructions on how to perform a task or achieve a goal. Focuses on practical application and actionable advice. Often includes visuals like screenshots or videos. | Tutorials, DIY projects, or instructional content. | “How to Build a Website” |
| Listicle Pillar Page | Presents information in a list format, such as “Top 10 Tips…” or “5 Reasons Why…”. Easy to scan and digest. Often includes concise descriptions and bullet points. | Presenting information in a structured and easily digestible format. | “10 Proven Content Marketing Strategies” |
Optimizing a Pillar Page for Search Engines and User Engagement
To ensure your pillar page effectively serves its purpose, optimization is key. This involves both search engine optimization () and optimizing for user engagement.For , focus on research and incorporating relevant s throughout the page, including the title, headings, and body content. Optimize the meta description to entice users to click on your page from search results. Build internal links from other pages within your topic cluster to the pillar page, and vice versa.
This helps search engines understand the relationships between your content and improves your website’s overall authority.For user engagement, prioritize readability. Use clear and concise language, break up long blocks of text with headings, subheadings, and bullet points, and use plenty of white space. Make the content easy to scan and digest. Incorporate compelling visuals to make the page more visually appealing and engaging.Furthermore, include clear and prominent calls-to-action (CTAs).
These could be links to related blog posts, downloadable resources, or contact forms. Encourage users to take the next step and continue engaging with your content. Consider adding social sharing buttons to make it easy for users to share your page with their networks.
Remember, a well-optimized pillar page is not just a collection of information; it’s a valuable resource that provides significant value to your audience while also boosting your website’s visibility in search results.
Crafting High-Quality Supporting Content for Your Chosen s.
So, you’ve built your pillar page, the majestic central hub of your content kingdom. Now comes the fun part: populating it with a vibrant ecosystem of supporting content. This is where you really flex your content creation muscles, diving deep into the nuances of each topic to create resources that are not just informative, but also engaging and, dare I say, delightful to consume.
This stage is crucial because it’s the supporting content that drives traffic, builds authority, and ultimately, converts readers into loyal followers.
Creating Engaging and Informative Content for Each
The secret sauce to compelling supporting content lies in understanding your audience’s needs and addressing them with clarity and precision. Think of each as a mini-adventure, a focused exploration of a specific facet of your main topic. This means going beyond surface-level explanations and providing genuinely valuable insights. For instance, if your pillar page is about “Digital Marketing,” a supporting could be ” for Beginners.” This allows you to dissect the topic, offering practical tips and strategies for newcomers.Here’s the process, distilled into actionable steps:
1. Deep Dive Research
Before you write a single word, immerse yourself in the topic. Research s, analyze competitor content, and identify the questions your audience is asking.
2. Define Your Angle
What unique perspective can you offer? What specific problem are you solving? Your angle should set your content apart.
3. Structure for Clarity
Organize your content logically. Use headings, subheadings, bullet points, and visuals to make it easy to read and digest.
4. Write with Purpose
Every sentence should contribute to your overall goal. Avoid fluff and focus on providing value.
5. Edit Ruthlessly
Once you’ve written your first draft, go back and edit. Trim unnecessary words, clarify confusing sentences, and ensure your content flows smoothly.Content formatting and style are your allies. Break up large blocks of text with headings, subheadings, and short paragraphs. Use bullet points and numbered lists to highlight key information. Include visuals like images, screenshots, and videos to enhance engagement.
Aim for a conversational tone, but maintain professionalism. Think of it as a friendly conversation, not a lecture.
Different Content Formats to Support Your Pillar Page
The beauty of a topic cluster strategy is its versatility. You can leverage various content formats to reach a wider audience and cater to different learning styles.* Blog Posts: The workhorse of content marketing. Detailed blog posts allow you to explore topics in-depth, offering practical advice, step-by-step guides, and case studies. They are perfect for targeting long-tail s.
Infographics
Turn complex data into visually appealing graphics. Infographics are highly shareable and ideal for conveying information quickly and efficiently. Consider an infographic illustrating the key steps in a specific process.
Videos
Video content is king. Create explainer videos, tutorials, or interviews to engage your audience on a deeper level. Videos can dramatically increase user engagement and time on page. Imagine a video demonstrating a specific software application.
Ebooks
Offer a comprehensive guide on a specific topic. Ebooks are great for lead generation and building authority. They provide an opportunity to deliver in-depth information and position yourself as an expert. For example, a detailed ebook on advanced techniques.
Strategies for Providing Value and Complementing the Pillar Page
Your supporting content isn’t just a collection of random articles; it’s a carefully curated ecosystem that works in harmony with your pillar page. The goal is to create a seamless user experience, guiding readers through a logical progression of information.To achieve this, consider these strategies:* Internal Linking: Link from your supporting content back to your pillar page, and vice versa.
This helps search engines understand the relationship between your content and improves user navigation.
Optimization
Use relevant s in your supporting content, but don’t overdo it. Focus on natural language and providing value.
Answer Audience Questions
Address the specific questions your audience is asking. Use research tools to identify popular search queries related to your topic.
Provide Actionable Advice
Give your readers practical tips and strategies they can implement immediately. This builds trust and encourages engagement.
Offer Examples and Case Studies
Illustrate your points with real-world examples and case studies. This helps your audience understand how the information applies in practice.
Promote a Consistent Brand Voice
Maintain a consistent tone and style across all your content. This helps build brand recognition and reinforces your message.
Update Regularly
Keep your content fresh and up-to-date. This ensures that your audience is always receiving the most accurate and relevant information.By following these strategies, you can create a robust and effective topic cluster strategy that drives traffic, builds authority, and converts readers into loyal customers. Remember, content creation is a journey, not a destination. Embrace the process, experiment with different formats, and always strive to provide value to your audience.
Establishing Effective Internal Linking Between the Pillar Page and Supporting Content: Topic Cluster Strategy
Let’s get down to the nitty-gritty of how to weave your content together. We’re talking about internal linking – the secret sauce that boosts both user experience and search engine optimization (). It’s all about creating a seamless journey for your readers while simultaneously telling search engines, “Hey, this content is valuable and interconnected!” Properly implemented internal links act like signposts, guiding visitors through your topic cluster and signaling the importance of each piece of content.
Strategic Linking between Pillar Pages and Supporting Content
The cornerstone of a successful topic cluster strategy hinges on strategic internal linking. It’s not just about throwing links around; it’s about thoughtful placement that enhances the user’s experience and boosts your efforts. This means linking
- from* your pillar page
- to* your supporting content and
- from* the supporting content
- back* to the pillar page, creating a closed-loop system. Think of your pillar page as the main highway and the supporting content as the side roads that lead back to the highway. This structured approach helps search engines understand the relationships between your content pieces, boosting their individual and collective rankings. A well-executed internal linking strategy ensures that users can easily navigate between related topics, finding the information they need without frustration.
Consider this: a user lands on your pillar page about “Healthy Eating Habits.” They’re intrigued and want to learn more about a specific , like “The Benefits of Eating Organic Foods.” A clear, concise link within the pillar page, directing them to the relevant supporting content, provides an immediate answer to their curiosity. Simultaneously, within the “Benefits of Eating Organic Foods” article, you include a link back to the “Healthy Eating Habits” pillar page.
This completes the cycle and ensures that the user can easily return to the broader topic.
Visual Representation of a Well-Linked Topic Cluster
Imagine a vibrant network, a map of interconnected information. At the center, you have your pillar page, let’s call it “Effective Time Management Techniques.”* Pillar Page: “Effective Time Management Techniques”This is the central hub. It offers a comprehensive overview of time management, touching upon various facets of the topic.
Supporting Content 1
“Prioritization Strategies for Busy Professionals”
- This article is linked
- from* the pillar page using the anchor text “Prioritization Strategies.” It explores how to prioritize tasks, including techniques like the Eisenhower Matrix and the Pareto Principle. The pillar page links to it to provide more details about prioritization. It also links
- back* to the pillar page using the anchor text “Effective Time Management Overview,” encouraging users to explore the broader topic.
Supporting Content 2
“The Power of Time Blocking: A Detailed Guide”This piece, linked from the pillar page with the anchor text “Time Blocking,” dives deep into the concept of time blocking. It explains how to implement this technique effectively, including examples of time-blocked schedules. This article links back to the pillar page with the anchor text “Time Management Techniques Explained.”
Supporting Content 3
“Eliminating Time Wasters: A Practical Approach”Linked from the pillar page with the anchor text “Eliminating Distractions,” this article provides strategies for minimizing distractions and maximizing productivity. It offers practical tips and tricks, such as turning off notifications and setting boundaries. The article links back to the pillar page using the anchor text “Learn More About Time Management.”
Supporting Content 4
“Using Digital Tools for Time Management”Linked from the pillar page using the anchor text “Time Management Tools,” this piece explores the different tools available to help manage time effectively. It reviews various software options, like calendar apps and project management tools, including their pros and cons. It links back to the pillar page with the anchor text “Time Management Techniques Summary.” The pillar page contains clear and concise internal links to each of these supporting content pieces, guiding the user through a logical progression of information.
Each supporting article also includes a link back to the pillar page, completing the cycle and reinforcing the connection between the topics. This interconnectedness allows search engines to crawl and index your content efficiently, recognizing the relationships between the different articles.
Importance of Anchor Text and Best Practices
Anchor text is the clickable text that links to another page. It’s a crucial element in internal linking because it tells both users and search engines what the linked page is about.Here’s why anchor text matters and some best practices:* Relevance is Key: Use anchor text that accurately reflects the content of the linked page. For instance, if you’re linking to an article about “The Benefits of Exercise,” use anchor text like “benefits of exercise” or “exercise advantages.” Avoid generic phrases like “click here” or “read more.”
Optimization
Incorporate relevant s into your anchor text, but avoid stuffing. The goal is to provide context and help search engines understand the topic of the linked page.
Variety is the Spice of Life
While using relevant s is important, don’t use the exact same anchor text repeatedly. Mix it up with variations to avoid appearing spammy. For example, instead of always using “time management tips,” use phrases like “effective time management strategies,” “time management techniques,” or “improve your time management.”
Contextual Relevance
Ensure the anchor text makes sense within the surrounding text. The link should flow naturally and enhance the reader’s understanding.
Internal Links and
Internal links with well-chosen anchor text send strong signals to search engines about the relationship between your content pieces. This helps them understand the context and subject matter of each page, potentially boosting your rankings.
User Experience
Anchor text that is descriptive and relevant helps users understand where a link will take them. This leads to a better user experience, as visitors are more likely to click on links they understand.
Remember: Well-crafted anchor text and a thoughtfully structured internal linking strategy are vital for both and a positive user experience.
Measuring the Success of Your Topic Cluster Strategy and Making Data-Driven Improvements
So, you’ve built your topic clusters – congratulations! Now comes the fun part: figuring out if they’re actually working. This isn’t about guesswork; it’s about diving into the numbers and letting the data guide your next moves. It’s like being a detective, but instead of solving a crime, you’re uncovering the secrets to content marketing success. Let’s get down to brass tacks.
Key Metrics for Assessing Topic Cluster Performance
Tracking the right metrics is essential to understanding the effectiveness of your topic cluster strategy. These key performance indicators (KPIs) will tell you if your content is resonating with your audience and driving the desired results.
- Organic Traffic: This is the lifeblood of your content. Increased organic traffic signals that your content is ranking well in search engine results pages (SERPs) and attracting relevant visitors. Think of it as the steady stream of customers walking through your virtual storefront.
- Conversion Rates: Are visitors taking the actions you want them to take? This could be anything from signing up for a newsletter to making a purchase. A high conversion rate means your content is effectively persuading your audience.
- Bounce Rate: This metric reveals how quickly people are leaving your pages. A high bounce rate could indicate that your content isn’t relevant to the search query or that your page design is off-putting.
- Time on Page: This measures how long visitors are spending on your pages. Longer time on page often suggests that your content is engaging and valuable.
- Click-Through Rate (CTR): How often are people clicking on your content in search results? A higher CTR indicates that your titles and meta descriptions are compelling and enticing users to visit your site.
- Backlinks: Backlinks are like votes of confidence from other websites. A growing number of high-quality backlinks indicates that your content is considered valuable and authoritative.
Tools and Techniques for Analyzing Topic Cluster Performance
Gathering and analyzing data is crucial for understanding your topic cluster’s performance. Several tools and techniques can help you uncover valuable insights.
You can use a suite of analytics platforms to monitor your website’s traffic, user behavior, and conversions. These platforms often provide detailed reports on organic traffic, bounce rates, and conversion rates, allowing you to see how your topic clusters are performing in comparison to your overall site performance. This data helps you identify areas for improvement and opportunities for growth.
Analyzing Search Console Data: You can use search console tools to understand which s are driving traffic to your pillar pages and supporting content. This data reveals which topics are most popular and allows you to optimize your content for those terms.
Research and Ranking Tools: These tools provide insights into your rankings, search volume, and the competition for those terms. By tracking your rankings over time, you can assess the impact of your topic cluster strategy on your search visibility. You can use this information to adjust your content and targeting.
Heatmaps and Session Recordings: These tools provide visual representations of how users interact with your pages. Heatmaps show you where users are clicking, scrolling, and spending the most time. Session recordings allow you to watch actual user sessions, providing valuable insights into their behavior and how they navigate your content.
Making Data-Driven Improvements to Your Topic Cluster
Data is your compass, guiding you toward continuous improvement. The following process will help you optimize your topic clusters for better results.
- Regular Data Review: Schedule regular reviews of your key metrics. This could be weekly or monthly, depending on your business needs.
- Identify Underperforming Content: Use your data to pinpoint pages that aren’t performing well. This might include pages with high bounce rates, low time on page, or poor conversion rates.
- Content Updates: Based on your data, update your content to improve its performance. This could involve rewriting sections, adding new information, or optimizing for different s.
- Internal Linking Optimization: Review your internal linking strategy. Ensure that your pillar page links to relevant supporting content and that supporting content links back to the pillar page.
- Re-Optimizing for s: Review your targeting strategy. Consider re-optimizing your content for relevant s to improve your search visibility.
- A/B Testing: Conduct A/B tests to experiment with different content variations. For example, you could test different headlines, calls to action, or page layouts.
For example, if you notice a low conversion rate on a particular landing page, you might experiment with a different call to action, a more compelling headline, or a revised page layout. A/B testing can help you determine which changes have the greatest impact on your conversion rates.
Remember, continuous improvement is key. The digital landscape is constantly evolving, so you must be proactive in adapting your content and strategy to stay ahead.
