What is a topic cluster?

SEO positioning

Topic clusters are a new type of content strategy that focuses on improving search engine optimization and is based on organizing content into specific groups that revolve around the same main topic so that each content relates to others and to the central one.

Topic clusters are a content strategy that enables users to thoroughly understand a topic and respond to various search intentions.

This strategy was developed by observing changes in the way Google searches are performed as “search intent” and semantic SEO increase. Today, search engines are able to better understand user searches and, based on context, understand what their intention is in performing a particular search.

These changes have caused keywords to evolve Long-tail keywords and key phrases. This means that while keywords are still fundamental to any content and SEO strategy, you need to know how to put them in context. Therefore, it is necessary to create a group of related topics with a strong internal linking strategy so that the user is given the opportunity to consume all of the content.

How does a topic cluster work?

Thematic clusters work through an organized structure that requires prior planning. This way you get an overview and can measure the results. These content groups are made up of three elements: the main content or column, the cluster or secondary content, and the internal links that link them all together.

The following image shows the structure of a content cluster by Hubspot:

Topic clusters according to hubspot

With this organization, the column side is preserved higher organic traffic At the same time, it gives a little of that “authority” to the rest of the pages. With this strategy, it is possible to show the search engine the most relevant pages and focus on them.

Main Post: The main contribution or pillar will be the one who “supports” the strategy. Usually this is a “strong” content that contains the main keyword of the topic and completely covers the topic and refers to all topics that make up the cluster. It has to be relevant to the content of the strategy, so it has to be an essential topic for the positioning.

-Cluster: Clusters must be content that is derived from this column content. These are more specific topics that need to be dealt with precisely and specifically so that they are covered in as much detail as possible. You should create between 10 and 30 cluster assets for each pillar content.

-Internal links: The entire content of the cluster must contain a link to the content of the column. In this case, it is best to have the first link of the content directly to the main content and have the keyword in the anchor text. In the case of main content, it should not contain anchor text, instead it should contain “learn more” or “read on”.

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