How Do Topic Clusters Improve SEO?

Competition for high placement on search engines can be tough. You need every edge you can get to rank on that first page and get organic traffic. You may have a life coaching, photo retouching, or resume-building business that needs people to find and order your service online.

You know about SEO and the importance of keywords,

but you need a better way to organize all of the great information you’re offering and attract clients and utilizing topic clusters is your best option.

So, what are topic clusters? Topic clusters are a way of organizing website pages in a clean, easy-to-navigate format focused on a singular subject matter. It begins with a pillar page that introduces the topic and offers general information as well as links to subpages that dive into the details of the subject.

The clustered subpages link back to the pillar page so that your readers can easily find their way back to the main topic.

Why are Topic Clusters Important for SEO?

Search Engine Optimization (SEO) uses keywords to facilitate searches, but as the intelligence of search engines changes, so does the methodology. Now, search engines take into account the relationship of pages with relevant keywords connecting. When you link pages that have related content, search engines recognize that and your authority on that topic increases. This, along with quality content, boosts your SEO ranking.

Another great reason to use topic clusters for SEO is because they help increase the time people spend on your website. You give them more relevant information in a format that is easy to use which creates a positive user experience. Increasing dwell time on your site shows search engines that your content is connecting with your readers and helps you climb the SEO ladder.

What Are a Few Tips to Choose a Topic Cluster to Create?

As your industry evolves, so should your blogs and articles. You can choose topics that explore and highlight new trends within your service or product. This gives your clients a reason to come back to your website and generates great content to attract potential customers. It shows visitors to your site that you’re an expert in your field and it keeps you competitive within your market.

You can also choose a storytelling cluster where your pillar page introduces a topic and then links to several subpages that include an in-depth story of a singular client sharing success with a specific element of the topic. In this format, you choose a topic that you’ve had lots of success with that potential customers can relate to.

Another effective way to choose a topic is to focus on key services your company offers and how they help your clients. For example, if you are a lawn care business, one cluster can have a pillar page about mulch and subpages explaining what it is, how to use it, different types, key benefits, and so on.

Related Questions

What Should be Included in a Pillar Page?

A pillar page should introduce the topic and outline the subpages. You can include at least a paragraph for each subtopic with a link to the corresponding page. The pillar page is where your readers view what you’re covering on this topic and provides the links to the specific information they are looking for. It shows your readers they’ve come to the right place but leaves the details for the subpages to cover.

How Many Pages Should a Topic Cluster Have?

Your subpages should cover every question your clients may ask about your topic. That may only be five pages or it could be 35 pages. The important thing is to stay on topic so that links to the pillar page make sense and search engines reward your quality content and groupings with higher rankings.

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