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Topic clusters and their impact on content marketing

6 minutes of reading
Topic clusters and their impact on content marketing
Category SEO

Content marketing is an essential part of any successful business’s marketing strategy. But in today’s crowded online world, it can be hard to make your content stand out from the rest. That’s where topic clusters come in. By creating clusters, you can create a more cohesive and engaging marketing strategy that will help your content reach the right audience. In this blog post, we’ll explore how topic clusters can help improve your strategy and take your campaigns to the next level.


Content marketing. Why is it important to create a good strategy?

Content marketing involves creating and sharing relevant, valuable, and engaging content to attract, acquire, and engage potential customers. It should be used to nurture relationships with customers, build trust and loyalty, and ultimately drive sales. Furthermore, content marketing can help you rank higher in search engine results, as well as generate leads and convert them into customers. One way to maximize your content marketing efforts is through topic clusters.

Understanding topic clusters

The future of SEO

Topic clusters are a type of content strategy that allows you to focus on a single main subject while also covering related topics. Instead of creating numerous separate posts on different topics, topic clusters allow you to create the main page and several blog posts that link back to it. The goal is to have all of your content interlink with each other in order to provide a comprehensive overview of the subject at hand. By doing so, you can help search engines better understand your site and make sure that people stay on your website longer.

The benefits

  • The most obvious benefit of topic clusters is the improved visibility it provides for your content. When you group related topics into clusters around a central theme, you create a web of content that search engines can easily identify.
  • Clusters also help to organize your content and make it more navigable for users. Not only do they make it easier for users to find information quickly and easily, but they also help to keep them on your website longer. This leads to improved engagement with your content and higher conversion rates.
  • It is a good strategy to use more targeted keywords throughout your content. By targeting specific phrases within the topic clusters, you can ensure that your content is better optimized for search engine crawlers.
  • By grouping related topics together, you create content that is comprehensive, comprehensive enough to provide valuable information that your readers need. This helps build trust and loyalty, which leads to higher engagement rates.

How do topic clusters help Google better understand your site?

SEO is an essential part of content marketing, and topic clusters can play a crucial role in improving your strategy. Topic clusters allow you to create a hierarchy of information within your content that tells Google exactly what your website is about. By breaking up content into smaller clusters of related topics, you make it easier for Googlebots to parse the content and figure out what the overall topic is.

Also, by including links between clusters and creating a structure, you are making it easier for Google to crawl your website and index pages in its search engine. This will help increase the visibility of your website in search engine results pages, leading to more organic traffic.

Risk of keyword cannibalization

Keyword cannibalization is a phenomenon that can occur when two or more pages on the same website compete for the same keyword ranking. This can be detrimental to SEO efforts because Google has difficulty determining which page is most relevant for the keyword, resulting in none of them being ranked.

When creating topic clusters, it’s important to be aware of potential keyword cannibalization. If you use the same keywords on multiple pages, this could result in reduced rankings for both pages. To prevent this from happening, it’s best to focus on creating unique content for each page, and use different keywords to define the topics within each cluster.

How to implement topic clusters to an existing website?

Step 1: Pillar page

Pillar pages (the main pages) are the central hub for organizing information about a given topic or set of topics. They typically include sub-topics that link out to more detailed articles or blog posts. This creates a hierarchy of content that gives visitors an organized way to explore the website.

Step 2: The most important thing is the subject

When creating topic clusters, the most important factor to keep in mind is the subject. It’s essential to choose a subject that aligns with your overall content marketing strategy and that your target audience will be interested in.

Make sure that the subject is relevant to what your audience is interested in, and that there is enough material available for you to create content around it. If the topic is too broad, you risk diluting the message you’re trying to communicate. Once you’ve chosen a subject, it’s important to narrow it down further by finding related topics and keywords that can help you create engaging content.

Step 3: A few keywords

It’s important to keep the number of keywords you use in each cluster to a minimum. This means that you shouldn’t use the same keyword more than twice on a single page, and you should also avoid having too many keywords on the same topic clustered together. Instead, choose one primary keyword for each cluster and use other related keywords to support that primary keyword. Doing this will help ensure that your content is targeted and focused, which will make it more likely to rank well.

Step 4: Hyperlinks

Hyperlinks should be used to link from a pillar page to other related cluster pages. This helps to reinforce the relationship between the main topic and its subtopics, allowing readers to easily find more information on a particular subject.

When creating hyperlinks for topic clusters, make sure that the anchor text is relevant to the linked page. This will give search engines a better understanding of the topic and improve your overall rankings. Additionally, you should ensure that all links are working correctly and directing visitors to the right pages.

Step 5: Cluster content

When it comes to topic clusters, content is king. You want to create content that not only helps your readers, but also organically links back to your main ‘pillar page’. When it comes to creating content for a topic cluster, it is important to think about how you can use various forms of media. Try to add images, videos, and infographics that add to the overall value of the piece. Remember to make sure all the content that is created for the cluster is relevant, interesting and engaging.

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Last words

Topic clusters are an essential element of content marketing and can be used to create more engaging content. When used correctly, topic clusters provide an opportunity to better organize your website’s content and improve your rankings in search engine results. With the right strategy in place, topic clusters can help you get the most out of your content marketing efforts.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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