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What are Topic Clusters and How to Use Them 

Digital marketers and content creators are always on the lookout for developing an effective content strategy that can maximize their efforts. Topic clusters emerge as a powerful element in modern-age content marketing strategy. If you are not yet introduced to it, you are missing out on a lot! Should you want to gain a competitive edge, don’t risk skipping this blog! Read to the end as we explore the concept of topic clusters and provide some useful tips to leverage it.

  • Topic Clusters: An Overview 

Topic clusters rely on strategic internal linking. These clusters are a group of content that centres around a specific topic and offers multiple internal linking opportunities to clarify users’ doubts, narrow down the focus, and keep the readers on your site. We will elaborate on these in the next section. For now, let’s find out the architecture of topic clusters:

  • Pillar Page – This page is the main hub of content for a broad topic. It offers a comprehensive overview of a specific topic.
  • Topic Clusters – These are the supporting articles linked to the pillar page. These should have an integral connection to the main topic. These narrow down the focus on the sub-topics of the main topic.

Here is an example for you to comprehend better. Say, a pillar page talks about “Digital Marketing: A Detailed Guide”. Several topic clusters can be produced on the components of digital marketing and hyperlinked to the pillar page. For instance, some of the topic clusters linked to the main page can be “Benefits of Local SEO”, “How to Maximize Social Media Marketing Efforts”, “Why Marketers Turn to Long-Tail Keywords”, etc.

Got the idea? Great, now let’s move on to the benefits of topic clusters.

  • Benefits of Topic Clusters

  • Increased Ranking

A few years back, Google released Search Quality Evaluator Guidelines and highlighted E-A-T (Expertise, Authoritativeness, and Trustworthiness) as a determining factor behind the ranking.

Topic clusters deliver just that. The linking of various internal content on the same topic allows the search engines to understand the semantic relationship between the pages’ content. It also signals that you have adequate expertise and authoritativeness of your brand on a topic and that the users can rely on you.

Naturally, there is a greater chance of ranking high on the search engine. No wonder that the experts of SEO services rely on topic clusters these days.

  • Enhanced User Experience 

Using a topic cluster model helps to narrow down the focus and clarify users’ doubt. It will instantly enhance their experience. Suppose, a pillar page talks about IoT in web design. An interlinked page discussing the fundamentals of IoT will help people to find out relevant information without any hassle.

  • Users Spend More Time on Your Site 

If you interlink multiple pages of your website in the pillar page, traffic will flow from the main page to the linked pages. Therefore, they will stay on your site for a longer time. It will increase the time users spend on your site and learn about your expertise.

  • Link Juice Flows 

As you link one page to another, link juice will flow. It will result in enhancing the ranking and value of the page that has a lower rank. As you can understand, it will help to maximize the SEO efforts on individual pages.

Okay, now is the time to check out how to use topic clusters. Let’s proceed to it without any delay.

  • How to Use Topic Clusters 

1. Determine a Broad Topic 

Select a broad topic or an umbrella term where you can cover various aspects. Make sure that the topic is relevant to your business niche and valuable to your audience. You can explore your audience’s interest through Google Trends. The trendier a topic is, the more traffic you can earn.

2. Create Related Content on the Similar Topic 

Once you have selected a broad topic, it’s time to narrow the focus and deal with multiple components or aspects of the main topic.

Remember, each sub-topic should have a connection with the main topic and drive value to the users.

For instance, if you select “fitness regime” as your broad topic, you may select “at-home workouts”, “effective diet routine”, “best home gym equipment”, etc. as your topic clusters.

3. Start Interlinking 

Once you are done with creating content, it’s time to link them. Make sure to link the relevant content with the pillar page and also to each other. That way, every sub-topic can act as a pillar page to other topic clusters.

If you are not sure which topics are relevant, useful, or interesting to your target audience, or don’t have the time to invest in curating so much content and hyperlinking them, consider engaging professional digital marketing services. An online marketing company employs efficient content writers and SEO experts who will take care of it all.

4. Audit Content 

Content is a dynamic element. As new researches and findings come to the forefront, your content should incorporate them. Make sure to update your topic clusters and pillar pages from time to time to provide the most updated information to the users. It will ensure that the older content doesn’t get wasted.

Also, if you create new content at a future time that is relevant to the main topic, you can hyperlink it to the pillar page. That way, the rank juice will flow from the pillar content to the new content and enrich the latter.

Closing Thoughts 

Changing user behaviour is the main driver behind the topic cluster approach. If you want to keep ahead of them, it’s high time to leverage topic clusters and maximize your efforts. We hope that the tips outlined above will come to your aid. Feel free to use them and thank us later!

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