What are topic clusters?
Topic clusters are an upgrade to your current SEO strategy. You work from topics rather than keywords. Topic clusters are also known as content clusters. A topic cluster consists of one overarching topic and a group of landing pages on related subtopics. Together, the pages cover the main topic thoroughly.
The method organises the content on your website. That makes it easier for search engines to navigate your important topics and find the content that belongs together.
Your brand gains clarity, focus and legitimacy. Your website becomes more user-friendly and more visible in search engines. That's why topic clusters can be an important part of your SEO strategy.
Optimise your SEO with topic clusters
Google's algorithm is constantly evolving. The search engine keeps getting better at understanding what people are actually looking for when they google something. We've written about this before in our post on search intent.
This development also means Google has become better at judging when a page can answer a particular search. SEO is therefore more about relevant topics than about keywords alone.
Let's take an example
If you want to explore Copenhagen's culinary specialities, you'll typically type: “Where should we eat tonight?”. That kind of search is based on an expectation that the search engine is smart enough to understand what you want. Your SEO strategy needs to reflect that.
This is where the topic cluster model comes in. It's part of a strategy that gives you greater authority and credibility in your field. When you group your content under topics, you show Google which areas you know a lot about. You also show which questions you can answer.
Get to know how the people you want to reach use search engines. Very few actually search for keywords. Most want to solve a problem or get an answer to a question, and Google's job is to give them that answer. So build your content around human needs and ways of thinking rather than keywords.
What do topic clusters consist of?
Broadly speaking, a topic cluster consists of three parts:
1) A pillar page
Your pillar page is the core of your content cluster. It's a landing page that covers the overarching topic. A number of supporting pages then back it up.
The topic should of course be relevant to your products or what you offer. Your supporting pages expand on it. Overall, the topic should be the keyword you most want to rank especially well for.
Take an example from Amplify. SEO is a big part of our business, so we want to rank for the keyword “SEO agency”. That's why we have a landing page targeting that search. It's our pillar page.
We also know that our pillar page can't do the job on its own. We need a number of supporting pages that expand on SEO as a topic. A single, isolated keyword isn't enough. We've illustrated it below. Notice, by the way, that this post about topic clusters – rather meta – is itself part of our topic cluster on SEO as a topic.
You can do the same, starting from what you know about your products. You know what you offer, and you know your range inside out. So just get writing!
2) Several supporting pages
Supporting pages are the pages in your topic cluster that cover related subtopics. They back up your pillar page with both content and internal links. They often take up related angles and can be blog posts, product pages or other forms of content. The most important thing is that the subpages answer users' questions and cover the topic.
3) Internal links
Hyperlinks are the final part of the model and actually the most important part of your topic cluster. The internal links connect your pillar page to your supporting pages. That makes them the piece that helps the algorithm recognise a topic cluster. Internal link building is also a part of your link building strategy that many people underestimate.
Your supporting pages should always link back to your pillar page. That way, users can easily navigate the website. Your pillar page, on the other hand, doesn't need to link to every supporting page.
A pillar page, several supporting pages… how big should your topic cluster be?
Now you know the individual parts of a topic cluster. The next question is size. The number of supporting pages depends first and foremost on your main topic.
The smallest topic clusters typically have one pillar page and a handful of supporting pages. A larger cluster can contain several hundred pages. Our rule of thumb is simple: it always pays to split your content into smaller, more clearly defined clusters. The most important thing is to keep an overview and stay focused. It all comes down to the depth of the topic.
How do you create your topic cluster?
Hopefully you now have a sense of how a topic cluster works and why it's a formidable upgrade to your current SEO strategy. Let's look at how to build your content clusters.
1) An overview of your ideas
The first step is an overview of all the topics that are relevant to your business and, not least, to your customers. A good place to start is a brainstorm of the topics and questions your customers want to know more about.
Tools such as AnswerThePublic, Ahrefs or Search Console are useful for finding topic ideas.
Once you have your relevant topics, you can sort them into possible topic clusters. First choose your main topic, your pillar page. Then choose the subtopics you can expand on in your supporting pages.
2) Content carries the most weight
Once you've chosen your pillar page and supporting pages, it's time to write. It's a good idea to start with your pillar page. It's the foundation for all your supporting pages.
If existing pages are part of your topic cluster, optimise them too. And remember to promote your pages with hyperlinks!
Benefits of topic clusters
You now know what topic clusters are and how to create them. Let's establish why they're worth the time.
- You become more visible on Google when supporting pages back up your pillar pages.
- You stand a better chance of ranking for more specific keywords within your core areas.
- Your website becomes more user-friendly, because the content is easier to navigate.
- You build legitimacy and authority within your specific subject area.
With the cluster model, you can cover every conceivable topic and keyword, because you group them. The method shifts the general focus of SEO strategies from keywords to topics. It brings your content together under overarching topics.
Topic clusters create authority, and with it visibility
When you create content that helps your readers, you position yourself as an expert in the field. That gives you authority and, in turn, higher rankings for your most important keywords.
3 quick tips before you get started with topic clusters
Now you're equipped to optimise 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 core of your topic cluster. That's why you need to have your link structure under control. The most important links go from your supporting pages to your pillar page, and they should always be there. You can also link from your pillar page to your supporting pages when it makes sense.
2) Visual elements provide an overview
Use visual elements throughout your pages, such as videos, images and infographics. This applies especially to your pillar page. It's often longer than your supporting pages and can quickly become heavy reading. Visual content also lets you engage readers who are more visually oriented and prefer watching videos.
3) Keep your content focused
Your pillar page should cover the main topic well without exhausting it completely. Readers should still get something out of clicking through to your supporting pages.
If you remember these rules, topic clusters can become a valuable tool for helping your website rank better in search engines.
Get help with your topic cluster!
Want to learn more about how to improve your current SEO strategy or the user experience on your website? Call us on 70 60 50 28, or email 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 provides structure and organises the content on your website. It can be a group of landing pages, blog posts and guides that all share the same main topic.
Do topic clusters affect SEO?
Yes. That's the short answer.
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. We've built it from landing pages, guides and blog posts about SEO consultancy, 10 tips for a good SEO strategy and much more.