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Improve your Brand

Learn about Topic Clusters, and how can they help you organize and publish content marketing material.
Topic Clusters are a group of marketing topics that comprise multiple pieces of content grouped by a shared main topic, and which are connected to each other through related subtopics.
Taken together, these pieces of content offer comprehensive coverage of a specific topic. And that allows your blog visitors to satisfy their search queries, while bringing traffic to your website.
Since the Inbound Marketing methodology is based on driving sales by using content marketing to attract, engage and delight your audience, then implementing the topic cluster methodology will improve your visitors’ browsing experience.

What are Topic Clusters?

Topic Clusters are nothing more than the organization of content into specific groups that revolve around a main topic, all interconnected. Since the introduction of Google’s Hummingbird algorithm in 2013, content marketing has changed dramatically.
Gradually, the approach of defining a content strategy based on keywords has been abandoned. And instead, importance is given to the topics we are going to cover in our blog, which consists of pillar pages and article pages with more specific content on the topic.
All of this combines to create high authority websites on topics relevant to your audience. And these types of websites are the ones that Google favors.
Before the Hummingbird algorithm, content marketing was relatively simple. The strategy was to find popular search queries. Then create blog posts that matched each of those keywords, and hope to get top search engine rankings.
But then the big pages were targeting such a diverse set of keywords that Google had a hard time keeping track. And a lot of content was created superficially, just to get rankings. Since the goal of search engines is to improve the user experience, Topic Clusters are the new way for Google to recognize that a website is focused on providing useful information on a specific topic and its subtopics.
When you plan your content strategy with topic clusters you will achieve:
  • Increased web traffic
  • Better positioning
  • Online reputation and authority
  • Increase browsing time
  • Improve user experience
  • Increased number of page views per user

How many Topic Clusters can I use?

Although there are no strict rules about the number of Topic Clusters a website can accumulate, it’s possible to use from 3 to 20 or more pillar topics, while each main topic must contain at least four subtopics, developed through articles or content pieces.
For example, if one of the main topics for which your company will develop content is “Automobile Enthusiasts community”, this will be the pillar content and central topic of the Topic Cluster.
Based on this idea, the subtopics would be the content pieces that are developed on this main topic, so an article titled: “How to improve recruitment in the Automobile Enthusiasts community “, would be part of this thematic grouping.
Both your main page, which talks about the Automobile Enthusiasts community, and the article that explains how to improve communication, should be linked in a reciprocal way, to create a connection between them, which will help readers to continue browsing your website, and search engines to identify the authority of your domain.

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