Consistent content publishing is one of the foundations that should be in place to ensure the success of your digital marketing campaign. But not only should you be publishing quality content on your website and social media accounts, but there are also different strategies that can be used to ensure that the information you are sharing will gain traction with your viewers and search rankings. One of the best approaches is to use content clusters to structure and organize your content by focusing on central themes that will resonate with your audience.
In the early days of SEO, a good content marketing strategy focused on single keywords and publishing content around these phrases. Now, the most effective SEO strategies look at the bigger picture to leverage broader topics and search intent.
Content and topic clusters are where you need to start for a modern content marketing strategy that actually works. This approach makes it possible for your website to gain the ranking and authority that is needed to connect with your target demographic.
From Keywords to Topics: The Evolution of Search
It’s no surprise that Search Engine Optimization has really changed over the years. Early on, the main focus was on including the keyword exact matches and getting the right keyword density within your content.
Now, keyword placement is still important and helpful, but Google is using more of a semantic search approach that relies heavily on natural language processing. This change in the way the search rankings are structured is shifting the way sites can be optimized when potential customers are searching for related topics.
So, instead of focusing on single keywords (like we all did in the past), shift your approach to focus on topic clusters. This strategy aligns with the way people are searching, especially since so many search queries are voice-dictated searches.
What is the Topic Cluster Model?
This topic cluster model is an effective and powerful way to organize the content to build a solid structure for your website. First, a pillar page acts as the central piece that shares high-level information about the topic. Then, you also have multiple related articles that support the main pillar page.
Think about it this way: the pillar page gives a broad coverage of the subject, then you can use the content cluster pages to go more in-depth about each of the subtopics. All of these pages can be interlinked to achieve optimal results.
Organizing the content publishing and using the right linking structure is a great way to provide full coverage to benefit your readers. At the same time, the linking boosts the usability of your website and overall authority.
Core Components of Content Clusters
As you are mapping out the content architecture, there are three essential elements that should be included in your cluster model:
- The Pillar Page: Think about this pillar as the backbone of your content. It should be a comprehensive guide that shares a broad overview of the topic. This pillar page is basically the hub of information that links out to the more in-depth resources.
- Cluster Content: To support the pillar page, you should have groups of in-depth articles focusing on individual subtopics. Look for ways to answer specific questions and provide all relevant information the reader might be looking for.
- Internal Linking: Finally, make sure to strategically link all of the pages and articles within your cluster model. This content architecture ties the clusters together so that readers can find the information they need. Additionally, linking is critical for SEO strength.
Why Content Clusters Matter for SEO
Any time you are publishing content on your website, it can have a positive impact on SEO. But if you really want to leverage your publishing strategy and get solid rankings in the search engines, then it’s critical that you are using content clusters.
Content clusters are beneficial because they line up with the semantic search algorithms used by Google to help strengthen visibility. These clusters can help your website build topical authority, and they also have a positive impact on E-E-A-T signals.
Another benefit is that content clusters can help to improve site navigation, making it easier for users to find what they need because of the clear content organization framework you are using.
Finally, content clusters are critical to ensuring success with your keyword strategy. You can assign search terms to each page, which helps to reduce the risk of keyword cannibalization. Overall, it’s possible to target a wider range of keywords and reach more user intent.
Building a Content Cluster: Step by Step
Now that you understand the “why” behind content clusters, it’s time to implement this strategy on your website. Follow these steps:
- Start with the main pillar topics by researching audience interest and demand.
- Research the keywords so that you can identify the cluster articles to fall under each pillar.
- Create the pillar pages and associated articles.
- Update these content pages regularly to ensure the information is fresh.
- Interlink all of the pages so that there is a clear structure with the pillar and cluster content.
As you are writing the content, make sure that it is focused on answering user intent. Not only do you need to include necessary keywords, but you also need to prioritize user experience.
Additionally, keep in mind that this is not a set-it-and-forget-it strategy. These clusters need to be updated and refreshed so that you can maintain relevance in the search engines.
FAQs
What is the main difference between a pillar page and a normal blog post?
A pillar page differs from a blog post because it covers the broad topic, while the articles (blog posts) fall within the cluster to focus on a specific subtopic within that cluster.
How many cluster pages should I have for one pillar page?
We usually recommend 6 to 12 cluster articles to go with every pillar page. You can design multiple clusters to reach a wider audience.
Effective Content Publishing Strategies from a Trusted Team
Integrating content clusters into your SEO strategy is one of the best ways to ensure that you are future-proofing your rankings. If you are interested in learning more about the ways you can improve your online presence, then reach out to our experienced team at ARYU Advertising. Contact us for a complimentary consultation, and we will discuss the possibilities so that you can gain more traction in the search rankings.
