Search engine optimization (SEO) is the norm in today’s content marketing. In fact, all marketers want to make sure that their content is being seen by millions of users online. However, with many marketing teams competing for online attention, it can be hard just being on the very first page of the search results.
Fortunately, marketers can find a silver lining in topic clusters. What are topic clusters, and how can they help you boost your SEO content marketing strategy?
This quick guide will talk about the following on topic clusters:
- Definition of topic clusters
- Two elements of a topic cluster
- Why topic clusters matter in SEO content marketing, AND
- How to use topic clusters in 8 easy steps
Topic Clusters in SEO Content Marketing
Define Topic Clusters
In essence, a topic cluster helps you organize content that you want to put online. As such, this method can improve your website’s ability to rank based on the right keywords, while also making it easier for people to find you online.
Elements Of Topic Clusters
A typical topic cluster has two elements:
- A pillar page is content that you want to rank for a certain keyword. That keyword will serve as a catalyst for gaining more leads, sales, etc. This page allows you to establish your brand as an authority in your chosen niche
- Supporting pages are individual pages that serve as smaller parts of the overall topic
Why Topic Clusters Matter
Topic clusters can help your content stay relevant online. In fact, that’s what users look for in online content. The last thing people want is to be led on by misinformation.
Therefore, you’ll need to establish yourself as an authority – one that’s both consistent and relevant. When consistency and relevancy are accounted for in your topic clusters, you’ll succeed in your SEO content marketing.
How to Use Topic Clusters: 8 Steps
Ready to create topic clusters? Let’s dive into these eight easy steps:
1. Know the components of a topic cluster
First, understand three key pieces when creating a topic cluster:
- Pillar content is at least 1,500 words or longer, and contains the broad keyword.
- Similar to the pillar page, cluster content tackles specific topics or keywords related to the broader topic.
- Hyperlinks are most important in the topic cluster model. All cluster content pieces should link back to the pillar page, and the pillar page back to the cluster content.
2. Pick a broad keyword topic
The broad keyword topic should revolve around your niche. In this way, it’s general enough for you to create a topic cluster that can allow you to dive deeper into the said niche.
3. Create topic clusters based on broad keyword
Plan out cluster content for your chosen broad keyword based on your pillar page. Try not to overthink things. Let ideas and words flow during this stage.
3. Content audit
A content audit can help you find where your existing blog posts fall within your newly-established topic clusters. (That’s right! Don’t let your older content go to waste!) By doing the audit, you’ll know which posts you can turn into pillar pages.
4. Fill in the blanks
After the content audit, fill in any gaps in your topic clusters. In other words, you might add words to the titles of existing posts, which can help “revamp” them.
5. Create a pillar page
Next, start building your pillar page. Don’t forget your broad keyword (“skincare routines,” for example), as you now go into the specifics (“skin improvement,” let’s say). Keep in mind that including long-tail keywords is essential to your pillar page, since they serve as anchor text.
6. Interlink content and pillar pages
Now, include two links:
- A link to your pillar page in all clusters, and
- A link to your cluster content within the pillar page.
This is considered interlinking since you’re establishing two different links.
7. Track your results
Finally, keep track of your SERP rankings over time. You can do this with a rank tracker tool, or by looking at your site’s analytics. The data should show you how your pillar page and content are performing.
Whatever content isn’t performing well, fix it right away. Whatever content is successful, do what you can to promote said content. Build your presence more, and you’ll soon see a boost in SEO.
Conclusion
As you can see, topic clusters can make your SEO content marketing work for the better. As you refer to this quick guide, topic clusters will help you get the best out of content marketing, and ensure your high status in search engine results.
