Although we said goodbye to 2020, we are still in the middle of the Covid-19 pandemic and it continues to affect us. In this time, SEO even matters more now for business as the skyrocketed use of online search. Customers rely on online searches to discover new businesses.
As the recent HubSpot Bootcamp winner, I have learned that building topic cluster must be an essential part of your content strategy, especially for SEO. So if you are keen to boosts your content’s search engine rankings, increase traffic, leads, and customers to your website then topic clusters should be part of your marketing efforts in 2021.
So, what exactly is a topic cluster?
BEE has covered the Content Strategy: How Do I Build Successful Topic Clusters and Pillar Pages before. A topic cluster is basically the mothership of a broader topic with high search volume; it interlinks a narrow topic or related topic web page (known as pillar content––see below).
There is a reason for using this strategy: Two years ago, Google launched one of its most important updates, the BERT AI ranking algorithm. Instead of only focusing on keywords, the BERT AI ranking algorithm wants to identify what a text or a sentence means and what the user’s intentions are. Using a topic cluster strategy to reorganize the site structure and interlink related topics helps to make you an authority on a particular subject. A website that’s easy to navigate makes things simpler for the Google algorithm, helping to boost SEO.
Tips: Besides the topic authority of your website, your domain security is also how Google distinguishes it from those non-secure ones. You will need an SSL certificate which is “HTTPS”. Using the standard SSL certificate is available on HubSpot for free. Here is a HubSpot SSI checker to see if your website is secure.
HubSpot Bootcamp has taught us that there are three main components of topic clusters:
1. A pillar page
Imagine you would like to order some lunch today. Would you prefer Menu A or B?
Your pillar page should focus about your main product and service. What are the main reasons leads come to your business? For example, HubSpot’s core topics are “growth” and “Lead generation” and at BEE inbound one core topic is Inbound.
2. Cluster content (Subtopics)
Cluster Content (Subtopics) is extended questions related to your core topics. For example,
Link, link, and link! By linking all your subtopics back to the pillar page, you are giving signals to Google that your pillar page is the authority page of your core topic.
Content marketing will continue to be an important element for your business in 2021, undoubtedly. Remember, the key to reach your audience and beat the Google algorithm is to have helpful content that is organized and interlinked on your main page. Implementing a topic cluster strategy into your 2021 digital marketing plan is a great way to boost your SEO. Still not so sure where to start ? Click below to request a free SEO-check.
What are your thoughts on topic clusters or SEO in general? Leave us a comment below.
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