Topic clusters are hyperlinked pages that connect content about the same subjects within your website. These structures help your target audience find content that answers their questions and provides additional information for topics of interest. The size of your topic clusters depends on your products and services, the content you publish, and the information your audience wants.
There are three parts to a topic cluster:
Pillar content sets the foundation for your content marketing strategy.
- Pillar content explains what your company does and why it matters.
- This content provides in-depth information on the who, what, where, when, why and how of a topic.
Cluster content contains short- and long-form content about each pillar content topic.
- Cluster content focuses on a subsection of the main subject.
- This content provides answers to questions or information about what your audience is searching for.
Hyperlinks connect your cluster content and pillar content.
- Internal links help your audience find additional content on a subject.
- These links help search engine bots and crawlers see how your content is interrelated.
- Having multiple pieces on a subject tells search engines your site has expert content that increases domain authority.
- Backlinks also increase authority for your website to rank higher in search engine results pages (SERPs).
How can you use topic clusters to create better content?
Review your existing content
Focus on the organizational structure of the content you created. Use this structure to develop other topic clusters.
- Look for themes in your content.
- Make a list of how the themes fit together.
- Optimize or update your content to add it to a topic cluster.
Uncover topics and subtopics
Use keyword and SERP research to determine whether a theme is a topic or a subtopic.
- Topics typically have high keyword search volume and high competition.
- Subtopics may have a variety of search volumes and competition.
- Keywords with high search volume and low competition tend to be great subtopics.
Organize your subtopics by intent
Consider search intent when users look for content:
- Focus on common questions about the topic.
- Talk with your customer service and sales reps about your prospects’ and customers’ most common questions.
- Search SERPs to determine which of your subtopic keywords your competitors’ articles are ranking for.
- Use polls, social media and email marketing to ask your audience what they are looking for.
- Determine whether your content fills these needs.
- Create new content to provide the information your target audience desires.
- Determine which part of the marketing funnel the search intent focuses on.
- Include appropriate calls to action and conversion points to move prospects to the next stage of your sales funnel.
Want your content to rank higher?
BARQAR’s content marketing and SEO specialists can help your content rank high in traditional search engines. Contact us today to get started!