Using topic clusters on your website is an invaluable way to enhance your SEO marketing strategy.
From demonstrating your industry expertise to helping your target customer solve key problems, you can’t undermine the power of content clusters.
Let’s take a closer look at content clusters and the role they play in SEO strategy planning.
Read on to discover more about what content clusters are, why they matter, and how to build your own.
Content clusters: Why they’re an important marketing strategy
Have you ever searched for a topic on Google and found the perfect article to answer your question?
Did you then get the opportunity to further explore the topic at hand on the same website?
If so, you’ve experienced the power of a content cluster.
Think of a content cluster as a mini content hub. It’s simply a collection of articles centered around one main topic with corresponding subtopics, interlinked.
On the website owner’s side, you publish each main topic piece on a “pillar page”—and each subtopic piece on a “cluster page.” Each hub acts as its own content cluster.
For instance, the following image demonstrates one topic cluster:
You might also have another page that houses all of your content clusters. This is typically a navigational page that lists each cluster under a summarized theme.
You might name this your “categories” page.
Here’s an example page from Envato Elements:
As you can tell from the above image, Envato categorizes its clusters using the following themes:
- Video and Music
- Design
- Marketing
- Web Design
Envato also takes its cluster strategy up a notch by adding its categories in its website footer:
This further helps search engine spiders understand the content Envato specializes in—so it can better rank and suggest its content to relevant search users.
What’s the purpose of content clusters?
Content clusters can help you cover a lot of SEO, industry authority, and user experience ground.
The following examples aren’t just for content cluster purposes—they’re also some of the top benefits of content clusters.
Content clusters help SEOs:
Organize core topics and subtopics
By grouping related content together, search engines better understand your website’s structure and depth. This makes it easier for them to index and rank your pages.
Remove friction from the user experience
With cluster topics, users can navigate through your website and find the information they’re looking for. This ease of use enhances their overall experience—and encourages them to stay on your site longer.
Demonstrate subject-matter authority to search engines
When you consistently produce high-quality content on specific topics and interlink related articles, it signals to search engines that you’re a trusted source of information. This can positively impact your rankings and domain authority (DA) score.
Solve problems
By thematically grouping your content, users can dive deeper into specific topics, find comprehensive solutions, and get the information they need to address their pain points.
Content cluster examples
Still trying to visualize how topic clusters work?
Let’s look at a great example by Tailor Brands.
The Tailor Brands blog home page has categories at the very top so users can easily navigate to the correct theme.
Below that, it features an “Editors’ picks” section.
ts main topics include:
- LLC
- Business
- Logo Design
- Branding
Further down the page, it reveals its content clusters.
Its complete list of topic clusters includes:
- Main topic: LLC
- Subtopic: What is Pass-Through Taxation?
- Subtopic: What is The Corporate Transparency Act and How Will it Affect Your Business in 2024
- Subtopic: How to Dissolve an LLC
- Main topic: Start a business
- Subtopic: How Much Does a Business License Cost in California?
- Subtopic: How to Start a Food Truck Business in California
- Subtopic: Top 10 Relevant Self-Employment Ideas to Start in 2024
- Main topic: Logo design basics
- Subtopic: What Makes a Good Logo
- Subtopic: Types of Logos
- Subtopic: The Meaning of Logo Colors
- Main topic: Logo design
- Subtopic: Famous Logos to Take You Back to The 1980s
- Subtopic: The History and Evolution of the Disney Logo
- Subtopic: Star Logo Inspiration
- Main topic: Branding
- Subtopic: How to Find Brands to Collab With
- Subtopic: How to Create a Brand Story From Scratch
- Subtopic: Branding a Clothing Line: Best Practices, Tips, and Inspiration
Some of its topic clusters also include a “More Content” button, which leads to additional subtopic articles for each main theme.
Getting technical: How exactly do content clusters improve SEO?
Let’s peel back the curtain a bit more to learn how using clusters can help improve your SEO strategy results.
Content clusters can . . .
Solve search intent
Topic clusters give your audience the option to conduct a deep dive into a topic they care about.
When audiences need help, they appreciate the ability to “go down the rabbit hole,” so to speak, to learn how to solve their problems.
When they spend time pouring through topics on your site, it reveals to search engines that your content is valuable and solves search intent.
Get inspired by the following cluster by Henry Meds.
It features “Semaglutide” as the main category and Semaglutide in pills vs. injections as the pillar piece.
At the end of the main piece, Henry Meds suggests related reading to help its aligned readers learn more about Semaglutide.
Some of the subtopic pieces it recommends for this main topic include:
- How to Get Semaglutide Cheap—What You Should Know
- How to Find Semaglutide Near You
- How Much Does Semaglutide Cost Without Insurance?
This deliberate clustering strategy helps Henry Meds solve problems, drive organic traffic, and solidify its DA in the telehealth field.
And speaking of authority . . .
Build authority
Content clusters help search engine spiders understand the core topics you focus on.
This helps them attribute more authority to your pages—as well as boost ranking scores across search engine results pages (SERPs).
Especially if you take the time to further optimize them with secondary keywords, value-driven images, and strategic formatting. Additionally, consider using tools to remove unwanted objects from photos for a cleaner aesthetic.
Take this up a notch by diving deep into your niche expertise and experience for each pillar topic. Commit to scaling your subtopic articles for each main theme to provide as many thorough, insightful pieces as possible.
For instance, Beaches of Normandy Tours, a travel service that offers Normandy Beach Tours, created a “Did You Know?” pillar page with an impressive batch of subtopic articles.
It also organized these pieces by publication date to help readers avoid user overwhelm.
But this doesn’t just help its readers . . .
It also shows search engines how deep and wide the brand’s topical authority is.
With an in-depth content repository about WWII facts and history, search engines attribute authority to the Beaches of Normandy Tours website for its profound knowledge of the WWII era.
Target long-tail keywords
One of the most challenging tasks SEOs face is creating valuable content that has high ranking potential.
With endless brands competing on the world wide web, you have to know how to get ahead, fast.
And that’s the beauty of content cluster strategies.
When you’re planning your clusters, you research long-tail keywords over short-tail keywords.
Namely, because long-tail keywords align with the questions and problems your users search for most. In other words, your prospects are more likely to search “productivity software for freelancers” over just “productivity software.”
This is good news for two reasons:
- Many long-tail keywords have high search volume and low competition scores. This means they’re easier to rank for.
- Most short-tail keywords like “productivity software” are highly competitive, which means they’re harder to rank for.
In other words, targeting long-tail keywords gives you a better chance of having a seat at the ranking table as quickly as possible.
This is a great SEO “hack” you can use to surpass competitors and boost rankings, fast.
(Just make sure to follow other SEO best practices, too. This includes optimizing your articles with semantic keywords and images, using metadata, and structuring your website properly.)
How to create topic clusters for your website
And finally, here’s how to build topic clusters for your specific audience and website:
Step 1: Create a long-tail keyword list
Create a main topic brainstorming list to help inform your cluster strategy. (We’ll conduct keyword research in step two to finalize your clusters.)
To form your list, conduct a pain point analysis and take a hard look at your buyer personas.
- What key questions does your target audience have?
- How do these differ per customer segment?
- What are their top problems and pain points?
- How do these differ per customer segment?
- What are some common questions your business gets asked about your solution?
- How do these differ per customer segment?
Take your time answering these questions so you can focus on relevant keywords during step two.
Consider an online men’s clothing brand focused on selling double-breasted suits and tuxedos. Your target audience might have questions about sizes, colors, styling guides, cloth materials, and more, which you can address through content.
After listing out your answers, categorize them by pain point and theme.
Call this your “Long-tail Keyword Brainstorming List.”
Then . . .
Step 2: Conduct thorough keyword research and choose your clusters
Input your long-tail keywords into a keyword research tool like Semrush.
Cross out any keywords with low search volume or high competition.
Circle the topics that have the highest search volume and the lowest competition.
Next, create a fresh list that only includes the long-tail keywords that you circled above.
While you’ll want to work in these specific terms throughout your content, you might shorten the topic names on your cluster pages.
For instance, if some of your main topics include “What is data mining?,” “What is clean data, and why does it matter?,” “Benefits of integrated data,” and “Top data intelligence tools” . . .
Then you might shorten your cluster navigation main topics to:
- Data Mining
- Clean Data
- Integrated Data
- Data Intelligence
Next, conduct further research to uncover the search intent for each topic. Jot your results down so each keyword on your new list has a search motivator next to it.
Then, use a content optimization tool, like Frase or Clearscope, to conduct semantic keyword research for each of your main topics. Pay close attention to the “People also ask” and” More searches” sections in Google for each target keyword, too.
Look for common themes in your semantic research to finalize your subtopics.
For instance, if one of your core topics is “Productivity software for small businesses,” then you might uncover the following patterns in your semantic keyword research:
- Business productivity software examples
- Productivity tracking software
- Office productivity software
- Small business apps
- Small business tools
In this case, your blog articles will target the above keywords, but you might shorten your cluster navigation subtopics to:
- Small business apps and tools
- Business productivity
- Productivity tracking
- Office productivity
Step 3: Craft pillar pages
Create and dedicate pages on your website to your pillar topics.
Write your main topic articles and publish them on these pages.
Step 4: Create cluster content
Create and dedicate pages on your website to your cluster topics. (These are the pages where your subtopic articles will live.)
Write your subtopic articles and publish them on these pages.
Step 5: Link to your content internally
Add a “read more articles like this one” section to each of your cluster pages to support users who want further reading opportunities.
Be sure to also add internal links to each piece of content to other relevant blog posts within your cluster.
For instance, if you wrote a main article called “What is construction project management?,” find natural ways to link your subtopic pieces within the text where relevant.
Do the same for subtopic articles.
For instance, if one of your semantic keywords is “Construction project management templates,” then you’ll add an internal link to your main topic page—as well as a link to the other subtopic pages in that cluster.
Make sure to add your internal links to the relevant anchor text within each piece. You might also build in CTA sections throughout your articles that point to related pieces.
Your end goal? Create a web of sorts that interlinks your clusters.
Stay on top of SEO best practices
Adapt your search engine visibility strategy as you learn more about SEO over time.
Keep up with industry updates, changes, and new best practices to maintain high search rankings.
Consider creating a task force that’s in charge of your website’s search engine optimization plan.
Have them conduct keyword research often to help you refine your SEO topic clusters as needed. Make sure they also stay updated with industry advancements.
Continue updating, improving, and expanding existing content across your entire website to make it even more valuable for your target audience.
Be sure to also consistently add new content that appeals to search engines and your site visitors. Doing so is pivotal to maintaining topical authority and quality lead generation over time.
Conclusion
Using content clusters to boost your SEO rankings and authority is an efficient organic marketing strategy.
From helping you demonstrate expertise to revealing your core topics to searchers and engines, content clusters help you solve problems and build a powerful online presence.
If you’re ready to level up your SEO strategy, save this article and share it with your marketing team. Then, carve out time to follow the above steps.
Need help creating quality and high-converting SEO content? Book a free strategy call with Omniscient Digital, your new organic growth partner.
