What is a topic cluster… and other key terms
In this new SEO trend closely related to inbound marketing , keywords give way to topics , which serve a broader and more generic function. To understand what a topic cluster is , we are going to use three other concepts: pillar page , main topic ( core topic ) and secondary topics (subtopics).
In short, a topic cluster is a way of structuring all the content of a website related to a main or generic topic ( core topic ) , to concentrate the SEO strength of that term on a specific page ( pillar page ) and improve its positioning in search engines.
If the Solar System were a topic cluster , the Sun would be the pillar page , which is the web page with which we want to position the generic topic we have chosen. This pillar page must cover the core topic in an exhaustive and in-depth manner. The different planets orbit around it, which would be the secondary topics or subtopics (posts, videos, etc.). These secondary topics are shorter and must make sense by themselves, but they must also be related to the main topic, so that they serve as support for the pillar page through an effective structure of internal links.
The main topic ( core topic ) around which the topic cluster is organized has to be a generic term, of two or three words, with a high number of searches and with a strategic interest for the brand . On the other hand, the secondary topics must be much more specific ( long tail ), with fewer searches and less competition. The idea is to position a large number of keywords associated with that main topic, an idea that fits with the semantic searches we talked about at the beginning of this post.
The element that makes sense of this whole structure is internal linking . Each of the subtopics (there can be dozens of secondary topics) has to have a link to the pillar page , which should include the main topic ( core topic ) in the link text, so that a good part of the web traffic and SEO authority can be directed from the secondary topics to the pillar content. In turn, the pillar page also includes links to some of the subtopics that are part of that topic cluster , as long as they make sense and provide value to visitors.
What is the point of all this effort? list of cyprus consumer email Basically, the
Improve visibility in search engines of one or more core topics that are strategic for the brand.
Improve the architecture and content structure of the website.
Allow both users and search engines to easily find other types of content related to a topic.
Take advantage of the momentum that a success of one of the themes gives to the whole set of themes.
Now let’s think about a practical example , in which we want to position a main topic ( core topic ) that could be “electric motor”. As we see, a term of 2-3 words and quite broad. Our topic cluster is the set of pillar pages and secondary topics related to that term. That main topic is the core of our pillar page , a very extensive web page, with open and accessible information to all visitors, covering all aspects related to the term. Around that pillar page we prepare several secondary topics , with blog articles or much shorter videos, which include a link with the text “electric motor” to the pillar page and which address more specific searches, such as “how an electric motor works”, “parts of the electric motor”, “repair of electric motors”, “small electric motors” or “types of electric motors”.
