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Topic Clusters – The Next Step in SEO

Influential search engines like Google have changed their algorithm to favor topic-based content. As a result, websites are exploring a new way of linking related content under a “topic clusters” model. This blog serves as a primer for marketers responsible for SEO strategies.

While you cheerfully (or apathetically) browse the web, many companies are quietly reconfiguring their web pages in the background. Why?

Because the competition to rank in search engine results is intense. As a result, content-focused websites have adopted new best practices. SEO is now shifting to a topic cluster model.

In this model, a single “pillar” page acts as the main hub of content for an overarching topic. Multiple content pages that are related to that topic link back to the pillar page. This linking action signals to search engines that the pillar page is an authority on the topic, and over time, the page may rank higher for the topic it covers.

The topic cluster model, at its core, is a way of organizing a site’s content pages using a cleaner and more deliberate site architecture.

Search Engines Are Forcing Websites to Adapt

Marketers and SEO experts are not going through the tedious process of overhauling their site structure just to get ahead of consumer behavior. They’re being forced to because search engines have changed their algorithms in response to consumers’ behavioral changes.

Years ago, people posed fragmented keyword queries to search engines to find answers to their questions. Nowadays, people are asking search engines more complex questions, and they expect an accurate and timely answer.

Searchers who want a specific answer also use many different phrases in their queries. Search engines are now smart enough to recognize the connections across these queries. Algorithms have evolved to the point where they can understand the topical context behind the search intent, tie it back to similar searches they have encountered in the past, and deliver web pages that best answer the query.

Choosing a topic to create cluster content around and auditing existing content can be downright painful, especially if your company has an extensive archive. Here are a few suggestions to help you organize and create topic clusters.

• Map out five to ten core problems that your buyer persona has. Use surveys, run interviews, and do some secondary research within online communities as needed to gather the data.
• Group each of the problems into broad topic areas.
• Build out each of the core topics with subtopics using keyword research.
• Map out content ideas that align with each of the core topics and corresponding subtopics.
• Validate each idea with industry and competitive research.
• Create content, measure the impact, and refine.

To keep track of content and links within a topic cluster, your team can set up a sheet like the one below. Depending on the complexity of the topic and the number of pages you’re linking to, some of the categories may not be necessary.