08 March 2019 By My Digital Agency

Topic Cluster: Navigating Through A Vast Marketing Maze

Long ago, people were used to typing some random broken search term into Google and getting the results they were looking for. These days, however, they simply have to ask a question, as search engines have become smart and fast enough to recognize the intent behind the search. Welcome to the world of topic cluster model! An SEO strategy that focuses on topics instead of keywords, that improves a site’s architecture and to make it appear less cluttered. It also makes it easier for Google to discover related content and boost search engine visibility in exchange.

What does a content cluster look like?

Imagine that a marketer comes up with a website; how does he make the website grow? He starts with a homepage and a blog and decides to target a particular keyword. Soon he realises that there are more than a thousand long-tail variations for that term. Result? He’s stuck writing blogs after blogs creating content to capture the search traffic. Also, his site is repetitive, loaded and disorganized.
On the other hand, with topic clusters, you have a larger piece of content that broadly explains the topic which is referred to as ‘The Pillar’. And then comes the more defined group of cluster content that focuses on other long-tail keywords relating to the pillar topic. The pillar links to each cluster page, while the cluster pages link back to the pillar each time with the same hyperlinked keywords. This takes the reader to the pillar and vice versa for them to understand the topic in an organized fashion.

Cluster Content Infographic

In the marketing sense of understanding, if one page performs well, the entire topic cluster will get the boost. It gives the web crawlers a push to make connections. The topic cluster model signals Google that there’s a semantic relationship between the topics.

How to create content cluster topic?

Choosing the right topic and getting the readers interested in what you’re posting takes a lot of research and understanding of the market as well as your consumer. You need to first know what your readers might be interested in, and what will make them click on your links. Here’s how you can choose a topic for your content cluster:

  • Choose a service and pain point:

Commonly your content in clusters should be related to the service or product that you’re offering. Marketers need to understand that the whole point of content marketing is to turn your readers into your customers.

Look for a starter service or product that the customers will have to buy before they’ll be interested in the other things that you’re offering. For example, you will have to sell them mobile phones, before you can offer them with an extended insurance.

Identifying the pain points that your service or product solves can help you come up with topics that the readers might be interested in knowing. And then finally make sure that your pain points are elaborate enough to build at least 11 blogs around it, explaining the other baby topics with minute details.

  • Find the right keywords:

Choosing the right keywords will help the topic cluster to perform better and also suggests that you know your readers to a good extent. You know what your readers are searching for and you’ve made it a point to include those queries in your blog.

You will have to find a reliable keyword explorer and research for the keywords that generate more traffic. Make a list of such words that include your pain points or service terms. In the end, compare them and choose the right keywords, preferably the ones that have higher search volume would be a better option to go for.

  • Choose a cluster topic:

Now that you have a solid plan with the right pain point or service, the right keywords, you now have to turn all this into a topic. You can choose the topics that you know will make the people click on it when they see it in the search result. Some classic examples will be, ‘How To’, ‘Must Do’, ‘Mistakes’, ‘Formula/Method’ and ‘Examples’ blogs.

  • Beyond the cluster posts:

It doesn’t just end on the ‘Pillar’ content planning that you came up with; in fact the real work starts after the posting! Write cluster pages and link the same to the pillar page. You will have to keep making improvements, adding more content, injecting more keywords, linking the pages with pillar pages and other cluster pages as well and optimizing the images. You will have to work on some SEO strategy by promoting the post on social media platforms or getting backlinks from other relevant sites.

How are topic clusters revolutionizing the future of marketing?

Digital marketing is constantly evolving, which means if marketers are aiming for success, they need to keep up with changing trends. As trends change marketers should look into the possibility of improving their SEO and content strategy. The best way to do this is through topic cluster model. Topic clusters aren’t just re-inventing content marketing, but they have started to revolutionize the same.

You can start with the topic that might be relevant to what your consumers are searching for. Then you need to research more about the keywords that coincide with your cluster subtopics as well. Once you produce and publish your content, you need to make sure that your site’s architecture is formatted for SEO purposes and sitelinks.

As the technology is developing readers tend to incline towards the articles that are to the point and give the right information, without making the topic too much of a mess. An organized site is what attracts most readers, and once they’re hooked, it won’t be much of a fight to convert them into customers. Topic clusters make it possible. Hence, it is being called the revolution of content marketing.

Our take on it?

Topic cluster is the clean and organized way to market your product and services. It makes the consumer return to your site, without bombarding them with intense information. It is the new way of content marketing that even if it makes no difference in your conversion, or search traffic, it is sure will make your site much more organised and user friendly. Want to know more about how you can implement topic clusters into your content marketing strategy? Reach out to us at info@mydigitalagency.co