As a result of the algorithm updates that started with RankBrain, Mobile First Indexing, Medic, BERT and continued with the December core update, we see that meaningful results are listed on the search results page every day. The fact that local-focused query results are especially effective today is a good example of this. In this context, Topic Clusters, or subject clusters, are also a remarkable structure, especially as they present the relationship between the ranking in the SERP and the keywords.
What are Topic Clusters?
Topic Clusters are the grouping of multiple content sections around a topic or related subtopics and presenting them comprehensively as a whole. Topic Clusters are used by both B2B and B2C organizations to facilitate content marketing strategies.
First of all, we should determine the focus keyword or other pages that are relevant to the topic for which the content will be prepared and add meaning to the content. Here, while the search volume of the keywords may be high, long tail keywords can also be preferred. The most important and important point is that we should create a page structure that will provide meaningful and useful information to the user without switching to different terms while delving deeper into the topic.
For example, if we assume that the preferred focus keyword is SEO, it will be necessary to create a cluster page specific to SEM for the subject clusters and provide detailed information. In this context, while providing detailed information, it is very important to observe which phrases and information your target audience wants to examine.
In particular, we can use the Topic Clusters model to list a single pillar page as the main hub for the relevant topic, and other pages related to that topic as pages linked to the pillar page and to each other. In this section, we should use internal links to connect pages both in the main hub and in other topic clusters. By linking from cluster pages to the pillar page, we send a signal to search engine bots that the most important page is the pillar page.
In this section, it would be meaningful to briefly touch on the hierarchy of internal linking. Internal linking is carried out in a structure that allows both users and search engine bots to navigate to content that is related to each other and describes the hierarchy of the site.
Especially internal linking is important from page authority job seekers database to positive user experience, easy connection between pages and usability. One of the most important issues in the Topic Clusters model is to send clear signals to search engine bots about the pillar page with linking efforts. Now, let's take a look at the five stages to make sense of your content strategy.
Content Strategy in Topic Clusters Model in 5 Stages
1) Topic Selection
No matter how good your content is, if there is no topic, there will be no content. Here, we need to know what we want to cover, why and how. Deep thinking, creating a meaningful structure as a whole with the product or service is the first step that will lead us to success. Here, competitor analysis is especially important. Competitors in good positions, search trends of our target audience, search volumes of keywords are important for us to use the topic cluster method.
Within the scope of the topic cluster strategy, having an overarching topic such as search engine optimization and content marketing strategy will bring about a successful work. In particular, to keep the user experience at a higher level and increase users' navigation on your site, the topic cluster strategy is exactly the approach we are looking for.
