A content cluster is a group of blog posts or website pages thematically linked to authority websites. This makes each post credible and hard for Google algorithms to ignore. Content clusters are a powerful strategy businesses can use to increase their website’s ranking on SERPs.
The content clusters need a link from a pillar page containing a central theme that all content in the cluster expounds on or talks about in detail. The business should create a network of content exploring a central theme for all the web pages to rank higher on search engine result pages.
We’ll explore this unique SEO strategy and reveal the steps to take to make each content in the cluster boost the ranking of the business website.
Why Content Clusters Are Your Competitive Advantage
Content cluster is a powerful way to boost the ranking of webpages on Google. However, businesses still need to learn how to create content clusters and analyse their performance for desired results. Nonetheless, a content cluster has the following advantages:
- Enhanced Search Engine Rankings: Cluster content talking about a specific topic makes Google algorithms identify the business website as an authority on the topic. As a result, the web pages rank higher when visitors look up information on the topic.
The business can add long-tail keywords on the content to make Google discover the web pages with ease. As the cluster makes the website appear to be an authority in a particular field, more visitors will come to the website and find products or services offered.
- Organic Traffic Boost: The business website will rank higher without the business buying Ad space. Many visitors find websites using paid promotions to rank higher as untrustworthy. However, if visitors see a business website ranking higher without promotions, they deem it genuine and this brings in more visitors.
- Easy-To-Use Website: A website with more content is easy to navigate because of its intuitive structure and clear information. More content also makes visitors trust the website as an authority in a particular industry.
- Long-Term SEO Ranking: Unlike paid promotions that rank a website as long as the paid subscription is active, a content cluster can continue to yield the best SEO ranking for extended periods. The business can then continue to gain organic traffic and improve marketing results.
Planning Your Content Moat
The first step is for the business to identify its goals and choose a Master topic that aligns with the goals. The content on the web pages should talk about the topic. Also, the business will use tools like Google Trends, SEMrush, or Ahrefs to discover the keywords visitors use to learn more about the topic.
Since the cluster content requires pillar content, the business has to develop a pillar page. The pillar page talks about the core topic of the business. However, the core topic should be wide enough to support as many subtopics as possible for the content cluster to be huge.
Each cluster page should explore a single subtopic in great detail. Keywords will also be incorporated into the blog or web copy to make it easy for Google to index it. The keywords should appear naturally so each sentence makes sense without the reader feeling like the keyword is forced into existence.
Building Your Content Cluster Foundation
A business needs a well-researched content cluster to establish itself as a topical authority. Most importantly, a strong foundation enhances marketing efforts on digital platforms. The content cluster should be built on the main topic on the pillar page.
Each blog post supporting the pillar page has to feature keywords used to learn about a particular subtopic of the pillar page. Tools like Semrush help businesses pinpoint the exact keywords and long-tail keywords people use to look for information on a particular subtopic.
As each blog post talks about a subtopic of the pillar page, it’s essential to link the blog posts with the pillar page. Additionally, the blog posts forming a cluster should be interlinked because they build on the pillar page.
Link Building Strategies for Content Clusters
Linking the content cluster with the pillar page and also interlinking the various blog posts forming the cluster is important to help a business website become increasingly visible. Optimising internal linking can require the business to consult marketing agencies like seeders.com to help build links that increase the visibility of the web pages.
Internal linking involves cross-linking the content clusters and also inserting links from the pillar page. Additionally, the web pages forming the cluster should use descriptive anchor texts that allow Google to know where the link might possibly lead the visitor.
The business can also write guest posts for authoritative websites and link back to its pillar page. Reaching out to other businesses linked in the content cluster and asking them to link back creates a connection that makes it hard for Google to ignore, resulting in improved website ranking.
Technical Implementation
Aside from backlinking and cross-linking the content, it’s essential to structure the articles in a way that Google scans the entire content with ease. This makes identifying what the website is talking about easy leading to improved ranking.
The business will need to monitor the performance in real-time and make necessary adjustments.
Measuring Content Cluster Success
Businesses can use various metrics to gauge success. An increase in organic traffic to the business website signifies the success of the content cluster strategy. Businesses can also monitor the time spent by visitors to read the content. A higher time spent means a successful strategy.
The most important measurement comes from conversion rates. Tracking conversions from multiple articles on various websites shows this strategy works.
Common Content Cluster Mistakes
Businesses might make a few mistakes that can make the content cluster strategy less effective. The most common mistakes are:
- Content cluster unrelated to the pillar page
- Neglecting content cluster updates
- Targeting the same keywords in all cluster pieces
Conclusion
Content cluster is a new but effective SEO strategy that boosts visibility for an extended period. Any business leveraging this strategy has to understand how it works. The business will focus on a particular topic as its pillar and explore each subtopic in each content cluster piece.
