Let’s talk about topic clusters and how they can be used to boost your SEO strategy. This is a technique that has been around for some time, but it is seldom used to its full advantage. When you get it right, it can help to improve SERP rankings organically, but it does take some work so as with any SEO strategy, don’t expect instant results overnight!
What Are Topic Clusters?
First of all, let’s start by defining what exactly topic clusters are! You can likely guess from the name! The easiest way to describe topic clusters is that they are made up of several pieces of content all focused on the same general topic. The core topic is often referred to as Pillar Content, and it should be a comprehensive piece of content covering the topic. The cluster content will then cover related areas of the topic and will hyperlink from that central piece of pillar content. The cluster content can be a variety of different types, including videos, infographics, blog posts, podcasts, and more. When used in your SEO Strategy, this technique is going to help you to establish yourself as an authority in your industry while also targeting a range of relevant keywords.
An excellent example of how to use cluster topics in your SEO strategy might be a personal injury lawyer. The pillar content would focus on personal injury law as a whole and give as much information as possible about the services provided by the law firm. The next step would be to produce cluster content focused on smaller niches within personal injury law such as medical malpractice, birth injury, product liability, and so on. These items of content are going to take a more in-depth look at those parts of the law to enrich the pillar content further.
How Pillar Content Boosts SEO Strategy
When you include pillar content and subsequently cluster topics, in your SEO strategy, you are actually helping Google to understand your website better! This is going to act as a foundation on which to build your website and present it to not only human users but also search engines! Pillar content helps to establish without any doubt what your website is actually about and helps lend credibility to you as an expert in your field.
Pillar content is a long-form piece of content packed with internal links to cluster topics that helps to prove you know this topic inside and out! It is not something you put together and then abandon. As part of your SEO strategy, pillar content should be a living document that is updated regularly with new insights, fresh data, and links to new cluster topics!
User Intent Matters
With the advent of Google Search Journeys, user intent is now more critical than ever. Content creation has always been about engaging users, but now it is essential that the content you write guides users from a search query to conversion. This means you need a strong understanding of what sort of questions they are asking allowing you to answer them comprehensively. No matter what stage of the search journey your user is at, you must be able to meet them there and guide them towards the end goal!
To Your Best Online!
Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®