What are Topic Clusters?
At its most basic, Topic Clusters are an upgrade to your current SEO strategy that focuses on topics rather than keywords. In Danish, topic clusters are also called “indholdsklynger” or “emneklynger”. A topic cluster consists of one overarching topic plus a group of landing pages with related subtopics that together give comprehensive coverage of the main topic.
The method lets you organise your website's content, which, put simply, makes it easier for search engines to navigate important topics and find related content.
In this way, you create clarity, focus and legitimacy behind your brand, and together this boosts both the user-friendliness of your website and its visibility in search engines. In other words, it can be an important part of your SEO strategy.
Optimise your SEO with topic clusters
Google's algorithm is constantly evolving, and the search engine keeps getting better at understanding what consumers are actually looking for when they Google. We've touched on this before in our post on search intent.
This development also means that Google has become better at judging when a given page will be able to answer a given search. So SEO is no longer just about keywords, but rather about relevant topics.
Let's take an example
If you're interested in exploring Copenhagen's culinary specialities, a typical Google search might be: “Where should I eat tonight?” This type of search rests precisely on the assumption that search engines are smart enough to understand the intent behind your search, and your SEO strategy should reflect that.
This is where the topic cluster model becomes relevant. It works as part of a strategy for gaining greater authority and legitimacy within your specific field. By structuring your content around topics, you show Google which areas you know a lot about and which questions you can answer.
It's important to understand how your target audience searches when they use search engines. Very few people actually search for keywords or key terms. Most are trying to solve a particular problem or answer a question, and it's Google's job to provide that answer. That's why your content should be based on human needs and ways of thinking rather than keywords.
What do topic clusters consist of?
Broadly speaking, topic clusters consist of three parts:
1) A pillar page
The pillar page is the very core of your topic cluster. It's a landing page that covers the overarching topic and is then supported by a number of supporting pages.
The topic should of course be relevant to your company's products or services, which are then explored in more depth on your supporting pages. Overall, it should be the keyword you want to rank especially well for.
Let's take an example from Amplify. As SEO makes up a large part of our business, we want to rank for the keyword “SEO agency”, so naturally we have a landing page targeting that search. That's our pillar page.
But we also know that our pillar page can't do the heavy lifting alone. We need a number of supporting pages that can explore SEO as a topic, rather than just treating it as a standalone keyword. I've illustrated this visually below (and by the way, notice that this post about topic clusters is, very meta, also part of our topic cluster covering SEO as a topic).
You can do the same yourself, drawing on what you know about your products or services. You know what you offer and know your range inside out. After that, it's simply a matter of getting started with the writing!
2) Several supporting pages
Supporting pages are pages in your topic cluster that cover related subtopics. Your supporting pages should support your pillar page both in terms of content and with internal links. They often contain related angles and include blog posts, product pages or other types of content. The most important thing for these subpages, though, is that they answer users' questions by covering the topic.
3) Internal links
Hyperlinks are the final part of the model, and in fact the most important part of your topic cluster. First and foremost because the internal links are the connection between your pillar page and your supporting pages, and therefore the absolutely essential piece that helps the algorithm identify a topic cluster. At the same time, internal link building is an often underrated part of your link building strategy.
Your supporting pages should always contain a link back to the pillar page, as this makes it easy for users to navigate the website. Conversely, your pillar page doesn't necessarily need to link to every supporting page.
One pillar page, several supporting pages… how big should your topic cluster be?
Now that we've gone through the different parts of a topic cluster, it's also highly relevant to look at the ideal size. In principle, the number of supporting pages depends mainly on the main topic.
The smallest topic clusters typically consist of a pillar page and a handful of supporting pages, while a larger one can consist of several hundred pages. A rule of thumb, though, is that it's always an advantage to organise your content in smaller, more clearly defined cluster models. The most important thing is to keep the big picture in view and create focus; it's all about the depth of the topic.
How do you create your topic cluster?
By now you've hopefully got a sense of how a topic cluster works and why it's an excellent upgrade to your current SEO strategy. With that said, let's look at how to build your topic clusters.
1) Get an overview of your ideas
The first step in building a topic cluster is to get an overview of all the topics relevant to your business, and not least to your customers. It can be a good idea to brainstorm which topics and questions your target audience would like to know more about.
Tools such as AnswerThePublic, Ahrefs or Search Console can be useful for finding topic ideas.
Once you have your relevant topics, you can sort them into potential topic clusters. First, choose your main topic, your pillar page, and then decide which subtopics you can explore on your supporting pages.
2) Content is what matters most
Once you've chosen your pillar page and supporting pages, it's time to start writing. It's a good idea to start by creating your pillar page, as it's the foundation for all your supporting pages.
If existing pages are part of your topic cluster, you should optimise those too. Remember to promote your pages using hyperlinks!
Benefits of topic clusters
Now you know what topic clusters are, and not least how to create them. But for good measure, let's spell out why you should invest time in creating them.
- You increase your visibility on Google when you support your pillar pages with supporting pages.
- You increase your chances of ranking for more specific keywords within your core areas.
- You improve user-friendliness, as it becomes easier to navigate the content on your website.
- You build legitimacy and authority within your specific subject area.
Using the cluster model, it's possible to cover any conceivable topic and keyword through grouping. The method shifts the general focus of SEO strategies from keywords to topics, bringing content together under overarching topics.
Topic clusters create authority, and with it visibility
When your business manages to create valuable content, it positions itself as an expert in that field, which builds authority, and with it higher rankings for your most important keywords.
3 quick tips before you get started with topic clusters
I hope you feel equipped to tackle optimising your current SEO strategy. Before you dive into your new project, here are 3 good tips to take with you:
1) Keep track of your links
Your hyperlinks are the absolutely essential part of your topic cluster, so it's crucial that your link structure is under control. The most important links are the ones from your supporting pages to your pillar page, and they should always be there. On the other hand, it can be a good idea to link from your pillar page to supporting pages, but only if it makes sense.
2) Visual elements create clarity
It's a good idea to include visual elements throughout, such as videos, images and infographics on your pages. Especially on your pillar page, as it will often be longer than your supporting pages and can therefore become heavy reading. By using visual content, you also capture readers who are more visually oriented and prefer watching videos.
3) Keep your content sharp
It's important that your pillar page covers the main topic well without exhausting it completely. Equally, there should still be value for readers in clicking through to your supporting pages.
If you remember to follow these sharp rules, topic clusters can become a valuable tool for getting your website to rank better in search engines.
Get help with your topic cluster!
Would you like to learn even more about how to improve your current SEO strategy or the user experience on your website? Contact us on 70 60 50 28 or info@amplify.dk. As an SEO agency, we're ready to help you gain more visibility on Google.
FAQ: topic clusters
What are topic clusters?
A topic cluster creates structure and organises the content on your website. It might be a group of landing pages, blog posts and guides that all share the same main topic.
Do topic clusters affect SEO?
The short answer - YES.
If you want to appear in the top positions, you need to have your topic clusters fully under control.
How do you create topic clusters?
At Amplify, for example, we have a topic cluster called SEO. Our topic cluster is built from landing pages, guides and blog posts about SEO consultancy, 10 tips for a good SEO strategy and more.
