As content marketing's power continues to grow, many are scrambling to produce content and get their site seen by millions. However, the world of content marketing is ever-changing and, as a result, what worked well for SEO a few years ago no longer works well today.
Changes to how search engine algorithms are common, and today the focus has shifted away from keywords to high-quality backlinks and content clusters. Here's everything you need to know about content clusters.
What Are Topic Clusters and Topic Cluster Pages?
Content clusters (or topic clusters) are powerful ways to get your content seen by millions. On the topic cluster model, a single pillar page acts as the central 'pillar' of an overarching topic that links several other topic pages together.
Why Are Content Clusters Important?
Content clusters are important because they help Google find and crawl your content. Consequently, you will be more likely to rank high on Google's search if you have well thought out and organized topic clusters across your webpage. While the onus in past algorithms has been on keywords, Google’s ‘RankBrain’ update in 2015 introduced a focus on content.
If you want to grow your business and protect this growth for the future, you will have to carry out some SEO marketing. HubSpot report that:
Over 64% of marketers are actively investing in search engine optimization (HubSpot, 2020: Source: https://www.hubspot.com/state-of-marketing).
How To Organize Pillar Pages and Topic Clusters?
The first thing you should do is highlight topics and keywords to focus on. With these popular keywords and topics in mind, you can then set about building your topic clusters and linking them together.
To create and organize your topic clusters, you should begin with a site audit. If you have a vast array of content on your website already, you may be able to use your existing website to create topic clusters. To do this, you will have to go through all of your pages, tag related pages, and then link those pages accordingly.
With Campaign Warrior, you can easily optimize your website for SEO purposes. Links for topic clusters can be generated in seconds, and you can easily go back over old content to audit and tag your pages. Optimizing your old content is a vital step in improving your site traffic; HubSpot reports that they increased their number of monthly organic search views of existing blog posts by an average of 106% after optimization. (HubSpot, 2018: Source, https://www.hubspot.com/marketing-statistics)
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