Why your competitors create content in clusters and why you should, too


Keywords are essential when it comes to search engines. However, too much focus on keywords can cause B2B marketers blindness. Search engines have made changes to the way they rank content over the past decade. This means that choosing random […]

Keywords are essential when it comes to search engines. However, too much focus on keywords can cause B2B marketers blindness.

Search engines have made changes to the way they rank content over the past decade. This means that choosing random keywords to base your next blog is no longer the best strategy for search engine optimization (SEO). B2B companies are increasingly realizing the importance of focusing on search intent, topics, and traditional keywords. Topic cluster models are helping businesses to climb up the search rankings.

What are topic clusters?

Three to four pieces of pillar content are the foundation of a strong topic-clustering strategy. A pillar page is a page that focuses on a topic your organization would like to rank high for. For example, if you are an energy supplier, you might choose “energy efficiency” as one of your contentpillars. This page will cover as many aspects as possible about energy efficiency.

Your topic clusters are a collection of pages that relate to your main topic. The pillar page acts as the central hub for your topic pages. To give your audience a comprehensive view of the pillar topic topic, topic clusters should be used together. Each topic cluster page focuses on a specific element of the topic.

Your pillar page might focus on energy efficiency. For example, your cluster pages could explore topics such as how a smart meter can improve your energy efficiency or five ways to reduce energy waste.

How can topic clusters increase SEO?

Because of the changes in search engine behavior and algorithms, topic clusters are now a key part of B2B marketers SEO strategies. Although many people used keywords to search online for the information they needed, our search queries have become more conversational over time.

We are more likely to search for information about ‘which is the best IT support provider in the UK’ than we were once.

This shift in behavior can be explained by many factors. First, the volume of online content has increased exponentially. We realize that we must be more precise in our searches to quickly find what we want.

Many of us also prefer to skim content more often. This means we are more likely to know what we’re searching for and can quickly find the results that match our search. The rise in voice search ( 20 percent of all mobile Google search are now done via voice search) is another contributing factor to the increase of conversational queries.

Search engines’ algorithms have changed to reflect our changing behaviour. Search engines can now understand our context better than ever with the help of Google’s machine-learning algorithm RankBrain. Search engines can now link our searches to similar searches from the past, delivering results that answer our questions best.

Topic clusters are a great way to do this. Google will see a signal from you by clustering your content and creating clear, strong links between related content. This allows crawlers (the eyes of search engines) and users to see what pages you have and how they can answer their queries.

Topic clusters are a great way to show depth and breadth of knowledge in your selected pillar topics. Topic clusters should focus on long-tail keywords that have lower search volumes. This will allow you to climb up the ranks for these keywords. Search engines will begin to see your site as more trustworthy for long-tail keywords. This means you will eventually be able rank higher for high-volume keywords.

Here are three tips to help you get started

Here are some tips to increase your website’s SEO using topic clusters.

1. Choose your pillars carefully

It is important to think about the areas that you want your audience to view you as an authority when choosing pillar topics. This is more important than just focusing on keywords. When you are struggling to decide on pillar topics, think about your audience’s needs and the type of content that they may be seeking. Your content should help them overcome their problems. This will establish you as an expert in their eyes.

2. To generate content ideas, use keyword tools

SEMrush and Ahrefs are tools that can help you identify long-tail keywords to focus on when you create content clusters. When you are just starting to create your topic cluster content strategy, it is a good idea to start with keywords that have lower search volumes. These keywords will give you a greater chance of ranking high for them than those with higher search volumes. You can save high-volume keywords to use in your pillar content. If you are successful with your strategy, these keywords will eventually rank higher.

3. Do not forget to add value

It is easy to get lost in the details of keywords, clusters, and pillars. You can lose sight of what your audience wants from reading your content. While you may be creating headlines with keywords and calculating the pillar topic you should focus on next, ensure you are still creating valuable and timely content for your audience.

Topic cluster content strategies are not easy to implement. You won’t see a significant increase in your rank for your pillar keywords in a matter of hours. You can improve your website’s credibility and crawlability over time, which will help you rise up the ranks and increase visibility for your organization among its target audience.