TOPIC CLUSTERS - The SEO of Tomorrow
Over the years, the importance of SEO has increased drastically. Many businesses know what SEO is and that it is vital in order to have a strong digital presence. Search Engine Optimisation or SEO consists of plans, actions that result in better website position.
Search engines today like Google, Bing, Yahoo, etc. use a complex mathematical formula to rank websites on the internet. Every search engine uses its own algorithms in website ranking. An ‘algorithm’ is a set of rules that rank your site on the World Wide Web.
However, strategies are continuously developing as search engines are learning from each interaction it has with their users. One such strategy is the development of ‘Topic Clusters’. What are they? Let’s get an in-depth understanding of this new SEO technique.
What Are Topic Clusters?
‘Topic Cluster’ is a term defined by it’s characteristic to focus more on topics than keywords. A few key benefits include:
- Higher conversions, traffic, and ranking
- A Higher authority with your audience.
- Every piece of content you publish around a given topic helps you improve search results.
It’s time to take your content and keyword research into the future. Nobody would want to waste their money on posts to try and cover the thousands of keywords that are out there on a single topic. Topic cluster ensures that you don’t become repetitive. Your pillar article will link out to the smaller cluster articles, and these cluster articles will link back to the pillar article. The hyperlinked keyword will be the same to ensure that the entire topic gets the boost that is needed.
You have to be smarter about the way you go about your SEO. We suggest that your content should be more topic-oriented instead of keyword-oriented. This will keep your content fresh and ensure that you’re not wasting time and money on anything beyond SEO.
Why Are Topic Clusters Important?
Once upon a time, an SEO analyst could win by targeting a single keyword per page.
Now, topic-based targeting is critical. There are a few primary reasons for this:
- Personalized search options provided by search engines have made keyword rankings more fluid. Since Google categorizes search results to individual users, it’s become harder to calculate keyword ranking positions.
- Search engines are better at understanding related concepts semantically. Search algorithms have become so advanced that they are better at understanding multiple search terms that are actually about the same topic. This means that one keyword may rank for several other related conditions.
- Google (and other search engines) want to provide users with authoritative and trustworthy results. One way to show your authority to people and bots alike is to consistently create useful and accurate content around a topic, rather than one-off pieces targeted to particular keywords.
This means sites that feature various pieces of content thoroughly addressing a clustered topic will generally outperform those with fewer; less keyword-focused pieces. You need to be focusing on the bigger picture.
How To Make Topic Clusters in 4 steps?
Step 1: Choose a problem and give a solution
You need to solve the problem that your potential customers are facing. Then very slyly toss in the fact that you can sell them an even better solution to their problem if they want it.
To choose the right combination of problem and solution, follow these rules:
- You have to sell someone a product before you can sell them an extended warranty for the same. In the same way, there are services your customer needs to purchase before they are interested in the services you offer.
- Identify the problems that your product/service can solve. Write out the keywords that people might use to describe that problem and save them for step two.
- Finally, ensure the problem is big enough to build 11 articles around. The central concept of a content cluster is to cover an extensive topic on the main page and then hit the right points in the cluster page.
Step 2: Finding the relevant keyword
The main intention behind creating a content cluster and not just a blog post is to rank highly on Google and build your domain authority. This means, choosing the right keyword is essential for developing a useful content cluster.
Just follow these steps:
- Go to the Google keyword tool.
- Start entering the different problem-related keywords that you identified in the first step.
- Compare them later and add the keywords to a keyword list so that it becomes easier.
- Finally, it’s time to compare and choose the right keyword.
Selecting the right keyword for a topic cluster is all about balance.
A high search volume would usually be good enough. However, what matters most is choosing a keyword that’s relevant to your website and will bring in the right type of site visitors.
Step 3: Choosing your content cluster title
Now that you have a problem, a solution and the keyword, you need to turn all of this into a catchy and click bait title. If your claim is promising a full detailed SEO insight, then you need to fulfill that promise through the content you provide. If you can’t do that, then there ’s no chance of getting a good rank.
Step 4: Keeping your clustered post updated
After you create and publish content, your work doesn’t end there. Here’s what you’re supposed to do next:
- Make sure that your sub-pages link back to your main page.
- Track your rankings using the various tools available online, e.g. similar tool.
- Keep on updating your post by adding more content, injecting keywords, and optimizing your images.
- Build up some offsite SEO by promoting the post on social, getting backlinks from other relevant sites, and building links through forum and comment posts.
Finally, the benefits....
The benefits of this kind of approach are numerous, too. Here are a few:
- They keep sessions high on your site. If you have good content related to your visitors’ interests, they ’ll spend more time on your website and eventually purchase from you.
- When one piece of material does well, every interlinked page does better, too. Creating content around a clustered topic often improves the search rankings of other related content that’s already on your site. This can help in owning multiple SERP positions for a single keyword.
- They help bring in more traffic. With the help of increased rankings, you’ll bring in more visitors to your website, building your website as a trusted site hence increasing traffic and conversion.
- Sounds too good to ignore, right? That’s because it is!