Have you ever wondered how some websites or web pages seem to rank for a crazy number of long-tail keywords? Or how can they provide such comprehensive info on certain topics without their content becoming scattered everywhere? The secret sauce they’re using is called “topic clusters.” So now, what are topic clusters?
Since consumers increase the usage of search engines by up to 20% each year, topic clusters become a powerful SEO strategy. It helps websites rank higher in search and improves the user experience. In this article, I’ll explain what topic clusters are, how to create them, and why they can hugely benefit any website’s organic traffic and visibility.
Simply put, a topic cluster is a group of closely related content centered around a main “pillar” topic. This pillar content dives deep into the primary subject matter.
It then has various “subtopics” branching off from it that cover additional aspects, depths, or angles of the overarching theme. Imagine a topic cluster about dogs.
The pillar page could be about “choosing the perfect dog breed.” Then, some related subtopics would include pages for “dog grooming,” “dog training,” “dog nutrition,” and so on. All the content is interconnected and complementary.
This clustering helps search engines understand the full context and scope of the information you provide on a subject. It shows in-depth coverage available and prevents topics from being siloed off independently.
Topic clusters allow sites to rank under an overarching keyword theme for many specific queries.
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Creating effective topic clusters requires proper planning and execution. Here are the basic steps to develop effective topic clusters:
1. Research and select a topic theme or keyword with enough search volume and interest from target users. Identify higher search engine rankings, high-intent themes, and competitive keywords related to your industry or business goals.
2. You can also utilize keyword research tools such as Ahrefs, SurferSEO, SEMRush, etc, to evaluate search rankings, demands, and keyword difficulties. Make sure to check top-ranking pages for popular questions and considerations.
3. Create an in-depth pillar page that establishes domain expertise on the core subject using visuals, structured data, and internal linking. Incorporate headers, images, videos, and structured data as applicable.
4. Brainstorm related subtopics and map them to the pillar. Keywords, keyword phrases, questions, and variations on the overarching theme make good subtopics. Filter the ideas to only the most applicable and queried variations.
5. Write unique, high-quality content for all subtopic pages while cross-linking them under the pillar for a cohesive experience and cross-linking related content clusters under the umbrella of the pillar topic.
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What Are Topic Clusters?
Simply put, a topic cluster is a group of closely related content centered around a main “pillar” topic. This pillar content dives deep into the primary subject matter.
It then has various “subtopics” branching off from it that cover additional aspects, depths, or angles of the overarching theme. Imagine a topic cluster about dogs.
The pillar page could be about “choosing the perfect dog breed.” Then, some related subtopics would include pages for “dog grooming,” “dog training,” “dog nutrition,” and so on. All the content is interconnected and complementary.
This clustering helps search engines understand the full context and scope of the information you provide on a subject. It shows in-depth coverage available and prevents topics from being siloed off independently.
Topic clusters allow sites to rank under an overarching keyword theme for many specific queries.
You May Also Like: 5 Best On-Page SEO Tools in 2024
How to Create Topic Clusters
Creating effective topic clusters requires proper planning and execution. Here are the basic steps to develop effective topic clusters:
1. Research and select a topic theme or keyword with enough search volume and interest from target users. Identify higher search engine rankings, high-intent themes, and competitive keywords related to your industry or business goals.
2. You can also utilize keyword research tools such as Ahrefs, SurferSEO, SEMRush, etc, to evaluate search rankings, demands, and keyword difficulties. Make sure to check top-ranking pages for popular questions and considerations.
3. Create an in-depth pillar page that establishes domain expertise on the core subject using visuals, structured data, and internal linking. Incorporate headers, images, videos, and structured data as applicable.
4. Brainstorm related subtopics and map them to the pillar. Keywords, keyword phrases, questions, and variations on the overarching theme make good subtopics. Filter the ideas to only the most applicable and queried variations.
5. Write unique, high-quality content for all subtopic pages while cross-linking them under the pillar for a cohesive experience and cross-linking related content clusters under the umbrella of the pillar topic.
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