Topic Cluster
Topic clusters show that your website has a lot of useful content for users that is highly relevant to a specific topic.
Topic clustering is a great way for you if you want to see Google which of your web pages are most relevant to specific keywords and more relevant than your competitors.
Because you already know the Hummingbird Algorithm updated, Google now not only looks at keywords for ranking, but they look at how much the topic is covered and which ones are more relevant.
As a result, it discovers synonyms, and subtopics, and even offers answers to common questions that users need to know when researching your industry.
Topic clustering has become a big tactic of SEO professionals. They now show Google that your website has industry expertise and a deep coverage of all the relevant content in your industry.
Although building a topic cluster on your website is a matter of time, it will show your topical authority in the eyes of Google and its users, help increase keyword rankings, and drive more organic traffic in the long run.
What is Topic Clusters?
A topic cluster, also known as a content cluster, is a group of interlinked, thematically related pages on a website.
Each cluster has a pillar page, the main page that fully describes a particular topic. And there are separate subpages, known as cluster pages, covering all related topics.
For example,
If on-page SEO is your main topic then this is the pillar page of your website. And all related pages are cluster pages.
Pillar Page: On-Page SEO
Cluster Page:
- WordPress On-Page SEO
- Wix On-Page SEO
- Etsy On-Page SEO
- Shopify On-Page SEO
- E-Commerce On-Page SEO
- Weebly On-Page SEO
All of these cluster pages have internal links to your pillar page and links within themselves. And thus increases the topical authority of your website.
Why Need a Content Cluster Strategy?
Now why is topic clustering so important and why are SEO professionals giving it so much importance for search rankings?
Usually, when you start a website it has zero domain authority and even if its content is high quality, you can’t rank because of highly competitive keywords.
So topic clusters will help you rank on less competitive keywords and start getting good traffic to your website in a short time. As you increase your website’s authority this way, you can rank for more competitive and better keywords.
How topic clusters help Google understand your website
Topic clusters not only help Google see your website as authoritative on a specific topic, but it also helps Google understand your website’s taxonomy and how your website’s content is related internally.
Generally, most brands have more than one core theme. This is a great way to start thinking about keyword clustering as well.
For example:
- Your core topic is “Schedule Software”. Now you will make a detailed post about it on your website. Which is the pillar content of your website.
- But when you cluster the topic you will find some keywords like: A. employee scheduling software, B. appointment scheduling software, C. scheduling software for business, etc.
Now you will blog post with these clustered keywords, which will be the supporting content that you will link internally with the pillar content.
How To Create A Topic Cluster?
Now your task is how do you map topic clustering? So start with your pillar content first and build from there.
Suppose: You run a digital marketing agency. Now you have a pillar of content that targets the keyword “Digital marketing strategy” (SV 1900, CPC $16) and provides a high-level overview of the topic.
Now you need to do some more relevant keyword research to start your clustering.
Explore Autocompletes
The basic method to get ideas for topic clusters is to go to the Google search bar and see what else people are searching for related to your pillar content.
Or Use Keyword Research Tool
Most keyword research tools help you find related keywords, queries, or autocompletes and cluster content to find potential targeted keywords.
From the following two examples I can identify some keywords to create our cluster:
- “Digital marketing strategy for a brand” (100/month)
- “Digital marketing strategy courses” (80/month)
- “Digital marketing strategy for small business” (50/month)
Now your topic clustering map could be like this:
- Pillar Page: How to Develop a Winning Digital Marketing Strategy (SV 2.3, KD 71)
- Cluster Page: Best Digital marketing strategy courses for beginners (SV 80, KD 23)
- Cluster Page: Make A Digital marketing strategy for a brand (SV 70, KD 19)
- Cluster Page: A Guide to Digital marketing strategy for small business (SV 50, KD 18)
Now you may understand what topic clustering is but topic clusters should be managed by pillar pages.
You will gain keyword rankings for these less competitive keywords along with your keyword clustering content and your pillar page will start to look like an authority.
Over time Google will start promoting your pillar pages and targeting your competitive keywords.
Topic Clusters & Keyword Cannibalization
When you do it right, topic clustering will increase the total number of traffic-driving keywords on your website. Then you will see that a webpage is ranking for multiple keywords and you are getting a lot of traffic.
But if you make the mistake of optimizing the cluster content properly or the subject matter is too similar, it can lead to keyword cannibalization.
This results in Google not understanding which content in the cluster is most relevant or important.
For Example, You have two keywords 1. “10 Tips for Identifying Pit Bull Dog Breeds” & 2. “How to Identify Pit Bull Dog Breeds”
Those are similar, Now if you post separately then Google can’t understand which one to rank. So, That’s called Keyword Cannibalization.
So when you get two such keywords or few such keywords then you need to cluster the keywords.
