Written by: Richard Fong
Published on February 28, 2022
Published on February 28, 2022
For businesses, creating organized topic clusters around the main topic on your website is an efficient way to encourage visitors. Organized topic clusters help them access related content while optimizing your site's Search Enginge Optimization (SEO) strategy. Learning how to create related topic clusters around a pillar page can help generate leads and meet brand KPIs.
To help you understand how topic clustering impacts small businesses, we've broken down the topic cluster model and what it can do for your business' long-term content development strategies.
Before creating a content cluster, you will need to start with a pillar page. Compared to cluster content, pillar pages tend to be more broad in scope and link to multiple cluster pages.
In contrast, the topic cluster also links to the main pillar page but is much more detailed and answers a specific question that a site visitor may have. The pillar page is the most important in terms of hierarchy, followed by the surrounding content clusters.
Image from Cornerstone Content
Anum Hussain and Cambria Davies conducted a HubSpot study found that the more interlinking they did between topic clusters, the better the placement in search engine results. In addition, they found that the number of views also increased with the more links they made.
Linking from one page on a domain to another page on another domain, also known as an internal linking structure, has several benefits for search engines like Google. One of which is that it indicates the relevance and importance of each page, thus, setting a strong foundation of a good content development strategy.
Creating a strong content cluster strategy is a long-term way to improve your online visibility and audience engagement. Topic clusters for existing pages and ones under development could benefit from the model. It allows Google to easily identify relevant content within your industry as it indexes your site's content.
Although anyone can benefit from this model, some topic cluster examples are particularly useful for:
Ranking higher for related search terms and keywords in your niche also makes it easier to target your audience's pain points. It'll encourage you to answer any questions they might have, in addition to the following advantages below.
Pillar pages allow your business to easily organize blog content based on themes, seasons, quarters, or special events. By grouping similar topics, readers can find what they're looking for with ease and be more likely to click on links leading to other valuable information.
During this time, you can also look over existing content and modify it to stay up to date with current trends and themes. This pushes for more relevance aligned to your audience and business goals.
Creating links from pillar pages to topic clusters can increase your SEO. This is because search engines will gradually recognize your blog page or website as an authority in your niche if you provide reliable and useful information related to a specific topic. As a result, this can boost your ranking on search engine results pages and improve your organic traffic.
Another benefit of using content clusters is that you can create content more efficiently after completing your research on a pillar page. This is due to the probability that you already have most of the information you need to craft cluster pages with similar content.
You can also reuse existing blog articles and update them to bring value and relevance to new and potential readers. Some of which include updated statistics, quotes, infographics, and sources.
When writing a topic cluster, something to keep in mind is to avoid any overlap between topics. Ensure that the content you create should boast originality and be of use to your intended audience.
When writing variations on a theme, be sure to address any gaps in your content strategy so that your topics are as comprehensive in scope as possible. This will allow you to break down topics into more digestible pieces of content that can go beyond your intended reach.
As you generate ideas for topics, you can also gain a deeper understanding of what your customers are interested in as they navigate search engines. This can help you more effectively address their pain points and interests as consumers.
Thus, encouraging them to purchase any goods and services could be a potential solution to their pain points. In addition, related topics can encourage readers to linger on your website and read other articles that may be of interest to their needs.
A good topic cluster comprises one broad pillar page, several detailed cluster pages, and relevant internal links. Here are some strategies you should remember when building a topic cluster.
To help you get started with creating a good topic cluster, create a template of your own or base it from one online. Ensure that whatever you're writing about is relevant to the product or service you provide as a brand.
From there, your pillar content should also contain keywords that your customers are searching for online. Ideally, it is best to answer commonly asked questions by users or solving a common issue people may face in great detail.
Using a keyword research tool such as Moz can help you find autocompletes, keywords, and questions posted by users. These can help you determine which keywords to use in your topic clusters to be visible to search engines.
A good way to find ideas for potential topics is to use the Google search bar and see which autocompletes pop up concerning your pillar page.
Buyer personas can provide you with a better idea of your target audience's needs. This enables you to create targeted content that caters to these desires, increasing the chances that they'll read your content. Start by creating several ideal customer profiles related to your industry to inspire you on what topics to explore on your blog.
A good topic cluster can also guide your customer along their buying journey. Cluster pages can address any questions or pain points that buyers may have. This approach will ultimately guide them to choose the right product or service from your brand and lead to increased conversions in the long run.
To be considered an authority in your field and improve your SEO rankings, it is best to create a clear and cohesive structure for your pillar and topic clusters. Note that they must be grouped by theme or topic. You can discover subtopics that fill in any information gaps and search for any duplicate content that may be redundant or negatively impact your site's structure.
Internal links across your topic clusters signal search engines that your content is related to each other. This means that you should ensure that your main pillar page links to your blog posts and content within a similar theme.
In return, your topic clusters will need to have links to the pillar page. You can also have links between topic clusters and external links to reputable sources such as websites, research studies, books, and statistics from experts in your niche.
If you still have questions about topic clusters and how to get started on them, these answers cover some basics.
Topic clusters consist of a group of related pages linked to a central topic or pillar page with common links in between. They help encourage readers to stay on your website and improve your SEO score.
To identify a topic cluster, the first step is to list all the topics relevant to your brand. Next, you should choose a pillar or main page from which your sub-topics can expand. Finally, you can create subtopic titles and conduct keyword research.
The main components of a topic cluster are a pillar page (about the main topic), content clusters (subtopics linked to the main topic), and hyperlinks that go between the pages.
Ultimately, organizing your web page into several topic clusters can make your site easier to navigate for users and make your content more cohesive and engaging so that customers are directed through the sales funnel. Incorporating a topic cluster into your digital marketing strategy can boost your overall site performance and long-term lead generation.
Explore the benefits of link building and discover other digital marketing hacks at Bliss Drive.