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Topic Clusters: SEO’s Future Development




To create links between articles without having to optimize for each keyword—this is the reason why the topic cluster strategy is indispensable when improving the website.

Let’s learn more about the importance of topic cluster SEO and how to implement it in this article with On Digitals.

What Are Topic Clusters?

So what is a topic cluster? It is a content strategy framework that organizes related pieces of content around a central pillar topic. Unlike traditional keyword-focused approaches, they lean towards a comprehensive and interconnected network of content that provides in-depth coverage of a particular subject.

The pillar content serves as the main hub, while the supporting content pieces delve into specific related subtopics. These subtopic pieces link back to the pillar content and to each other, creating a cohesive structure that signals to search engines the depth of expertise and relevance of the website.

With this, businesses may improve their organic search visibility, enhance the user experience, and establish themselves as authoritative sources in their industry.

Topic clusters is the next development of SEO strategies

Topic clusters is the next development of SEO strategies

The role of SEO cluster in SEO

There is a significant place for topic clusters in modern SEO strategies, as search engines are shifting their priority to user intent in order to deliver the most relevant results.

Organizing content around a core pillar topic and its related subtopics will indicate that the website offers comprehensive and authoritative information on a particular subject. This interconnected structure can help enhance the website’s visibility and organic search rankings, as search engines recognize the depth of expertise and relevance provided.

Moreover, they facilitate internal linking, helping both search engines and users navigate the website more effectively. As a result, they not only boost SEO performance but also improve the user experience by presenting a cohesive and informative content landscape. 

How to create topic clusters SEO?

It involves a systematic approach to making, organizing, and interlinking content pieces. Here are the suggested steps to follow:

Topic clusters play a big role in SEO campaigns

Topic cluster play a big role in SEO campaigns

  • Identify the pillar topic: Choose a broad, high-level topic that aligns with your business or target audience’s interests. Ensure the pillar topic is evergreen, relevant, has sufficient search volume, and showcases your business’ values effectively.
  • Conduct keyword research: Use tools to identify specific subtopics or long-tail keywords related to the pillar topic. Select keywords that are relevant to the pillar topic with suitable search volume and competition for your business.
  • Outline the structure: Make a blueprint for your pillar topic and other subtopics pages. Decide on the headings, keywords, and reference materials.
  • Create Pillar Content: Develop a comprehensive, in-depth piece of content that covers the pillar topic, and brainstorm relevant subtopics within the pillar content to provide a broad overview.
  • Move on to subtopic content: Create individual content pieces for each subtopic, offering detailed information, insights, or solutions related to the specific keyword.
  • Add internal link: Link from the pillar content to each subtopic piece and vice versa. Use descriptive anchor texts that include relevant keywords to strengthen the interlinking structure.
  • Optimize On-Page Elements: Optimize the on-page elements like including titles, headings, meta descriptions, and URL structures to reinforce your SEO results. Incorporate the targeted keyword or related variations naturally throughout the content.
  • Promote and Update: Share your pillar and subtopic content on various platforms to drive traffic and increase visibility. Regularly update and refresh your content to ensure it remains relevant and valuable to users.

Take a look at some examples

Photography can be a decent field to illustrate an effective topic clusters approach, as there can be multiple relevant subtopics.

Pillar Topic: Introduction to Photography

A comprehensive guide to the fundamentals of photography, covering topics such as camera types, exposure, composition, and lighting techniques.

  • Subtopic 1: Landscape Photography
  • Subtopic 2: Portrait Photography
  • Subtopic 3: Wildlife Photography
  • Subtopic 4: Street Photography
  • Subtopic 5: Product Photography

Interlinking: The pillar content includes links to each subtopic, directing readers to explore specific areas of interest. Conversely, each subtopic article contains links back to the pillar content, reinforcing the umbrella term.

Optimization: Optimize on-page elements for each content piece such as including relevant keywords, writing suitable meta descriptions, etc. This can improve search engine visibility and help businesses target specific search queries.

By creating this topic cluster, the website establishes itself as a go-to resource for photography enthusiasts. Users can navigate through the interconnected content and gain comprehensive knowledge. 

Meanwhile, search engines will be able to recognize the website’s authority on the subject. This approach enhances organic visibility, improves SEO performance, and provides a seamless user experience.

Use tools to measure the effectiveness of topic clusters

Use tools to measure the cluster content

How to Measure the Results

Measuring the results of topic cluster involves analyzing various metrics to assess their impact on organic visibility, user engagement, and overall content performance. Here are some key stats to keep your eyes on:

  • Organic search traffic:

Use tools like Google Analytics to analyze the overall organic traffic. Determine if there is an increase in visitors, particularly on the pillar and subtopic content pages.

  • Keyword rankings:

Track the rankings of the pillar and subtopic content for their respective target keywords using a variety of SEO tools. Keep your eyes peeled for any changes or improvements.

  • Pageviews and time spent:

Measure the number of pageviews and the average time visitors spend on the pillar and subtopic pages. The higher these stats are, the more engaging your content is.

ways to measure the topic cluster results

Ways to measure the results

  • Bounce rate:

Assess the bounce rate for the pillar and subtopic content pages. Lower bounce rates suggest that visitors are exploring multiple pieces within the topic cluster, signifying successful interlinking and content relevance.

  • Conversion:

Monitor leads, sign-ups, or sales generated from the website. Then, analyze whether the content contributes to driving conversions.

  • Backlinks and social shares:

Monitor the acquisition of backlinks and social shares for the pillar and subtopic content. If there is an increase in these stats, the topic cluster content is valuable and worth sharing.

  • User feedback and engagement:

Collect user feedback through comments, ratings, or surveys to gauge their satisfaction with the clusters content. Social media can also be a great indication for their effectiveness



  • Do topic clusters work for all industries?

Yes, they can work for all industries as long as there is a range of related subtopics. The effectiveness may vary depending on the niche and competition, but organizing content around a central theme remains insightful.

Frequently asked questions about topic clusters

Frequently asked questions 

  • Can I update or add to existing clusters?

Absolutely, they are not static and should be updated or expanded over time. Adding new subtopic content, refreshing pillar content, or incorporating emerging trends ensures that they stay relevant.

  • How long does it take to see results?

It depends on factors such as the competitiveness of the industry, the content quality, and the overall SEO strategy. Generally, it takes several months to observe significant improvements in organic visibility and user engagement.

  • What are the benefits of building internal links?

Interlinking helps search engines understand the relationships between content pieces, improves website navigation, and encourages users to explore related content. This may lead to longer visit durations, increased engagement, and higher rankings.

  • How often should topic clusters be updated?

It should be updated regularly to ensure they remain current and valuable. The frequency of updates may depend on the pace of the industry, the business, and the content’s lifecycle.

  • Can this strategy be used alongside other SEO strategies?

Yes, it is possible to use them alongside other SEO strategies such as keyword optimization, technical SEO, and link building. They can complement and enhance these strategies by providing a cohesive and comprehensive structure to the content.

Related insights: What are some of the best sitemap generator tools for you to use?

Final thoughts

Topic clusters have emerged as a powerful content strategy framework that revolutionizes how businesses approach SEO and user experience. They create a comprehensive and tight-knit system to display content, signaling expertise, relevance, and authority to search engines.

This strategic approach not only boosts organic search visibility but also enhances user engagement. As search engine algorithms continue to prioritize comprehensive and user-focused content, implementing clusters has become essential for businesses. Embracing their potential is key in the ever-evolving world of digital marketing and content creation.

To stay ahead of the competition, businesses should get started on developing topic clusters for their content. On Digitals can guide you through the process and offer a helping hand with our SEO services. Contact On Digitals and map out your future content strategy.

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