Topic Clusters

Search engines like Google’s algorithm now prefer topic-based content.

So, SEOs have to use topic clusters to link related content, which is called internal linking.

The topic cluster model has:

A “pillar” page as the starting point for a topic
A number of content pages related to the topic
Content pages linking back to the pillar page and to each other

Internal linking tells search engines the pillar page is a topic authority and the page ranks higher for the topic.

Basically, the topic cluster model organises your website’s content using a better site architecture.

In this article we will learn:

Search Engines changes for SEOs
Topic Clusters affect on SERPs
Creating Topic Clusters

So let’s dive right in.

Search Engines changes for SEOs

Change in searcher behaviour is the reason for using topic clusters.

And because of this change, search engines have changed their algorithms.

In the past, searchers used one or two keyword queries to find answers to their questions in search engines.

But now, searchers:

Use complex questions
Enter search queries with different phrases
Want specific answer and accurate results

And now search engines recognise links between search queries.

Algorithms have changed and can:

Understand the context of a topic context and it’s search intent
Link searches back to similar past searches
Present web pages that answer a query best

The first big update was in 2013 with Google’s Hummingbird:

Focusing on phrases compared to solely keywords
Seen by many SEO pros as a switch from keywords to topics

The next big update to focus on topics was in 2015 with Google’s RankBrain:

A machine learning algorithm to help understand search query context
Connects searches to similar past searches
Finds the best results by taking keywords and phrases linked to search queries

How Topic Clusters affect SERPs

Increases in internal linking results in:

Higher rankings in search engine results pages (SERPs)
Increase in impressions or views

This is all based on increasing the amount of links created between pieces of your content.

Topic Clusters effect on websites

Before topic clustering:

The main URL had the homepage and linked to subdomains
Site structure became more complex as more content was created
Was harder for search engines bots to crawl pages quickly

With this model, more content meant more web pages covering similar topics.

And these pages would compete with each other for search engines and searcher attention.

With topic clustering, order and arrangement of content tells search engines:

Which pages are the main topic
Which pages relate to that topic with internal linking

Basically, topic clusters:

Create a site architecture so content clusters outline the main topic
Then link all internal content in the topic to a pillar page

This helps search engines like Google or Bing:

Analyse the content and notice a semantic relationship
See the pillar page is an authority on the topic
Place the content higher in the SERPs

Creating Topic Clusters

To overhaul your existing content and create topic clusters, you need to:

Group them by topics
If needed, create a main topic pillar page with key subtopics

Note: Pillar pages briefly cover all aspects of the main topic and cluster content goes into detail on one area covered on the pillar page.

For example, a pillar page on SEO would have cluster content on optimising your site architecture.

So, when it comes to deciding on a pillar page, make sure:

It answers every question searchers are looking for
It’s broad enough to have 20 to 30 posts under it
It briefly touches on a number of elements of a topic

A page it not a pillar page when:

You’re trying to rank the page for a long-tail keyword
The page goes into detail about a narrow topic

Basically, to own a topic term:

Research related topics or long-tail keywords
Make content on these subtopics
Link back to your pillar page which creates your cluster

Back to overhauling your existing content:

Pick your pillar page
Link your related content pages around the pillar page

This will help search engines know your content is part of a topic cluster.

Note: Keep monitoring your pillar page’s search engine ranking.

After becoming a topic authority, you can go further by linking your topic cluster content pieces out to other related topics.

This would be your next step in the content marketing process.

Helpful Tools

Certain tools can also help you organise your content around topics.

Solutions like MarketMuse helps:

Identify content gaps
Organise and optimise content by topic cluster

These tools use machine learning to help find cluster topics and give subtopic suggestions.

Conclusion

If you already have a lot of content on your website, changing it for topic clusters can seem like a big job.

To help you create and organise topic clusters, do the following:

Group each content piece into broader topics
Pick a core topic to use as your pillar page
Align remaining content under your pillar page
Map out content ideas to further build out the main and subtopics
Create further clusters for your subtopics

Note: Don’t forget to link all the content to the pillar page and to each other.

And it also helps to keep track of content and links in a topic cluster on a spreadsheet.

Now that you have a basic grasp on topic clustering…

Let me know your topic clustering strategy and how it helped your rankings.

Simply comment in the section below.