What’s a topic cluster?
A topic cluster is a group of interlinked web pages. They’re built around one piece of pillar content targeting a broad topic, linked to several related but more narrowly-focused pages.
This is also called a “pillar page” approach, where the main piece of content is the center of the cluster and supported by the surrounding “sub-topic” pages through internal linking. Here’s an example: let’s say you wanted to rank for a really broad keyword like local seo. That broad topic would be your core topic at the center of your topic cluster.
In order to rank for such a high volume and competitive keyword, you’ll need to convince Google that you’re an authority on the subject. And that’s where your supporting subtopic pages come in. You can help your entire cluster to rank more highly by creating new pieces of content exploring areas like local seo pricing, local seo vs. on page seo, how to set up a Google Business Profile, the #1 ranking factor for the Google Business Profile, and then linking those supporting subtopic pages to your primary core topic page.
Google will understand the contextual association between the pages (remember, semantic search is a big macro factor), and the descriptive anchor text of your internal links will also help boost rankings.
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2 replies on “Build…and Continue to Build Topic Clusters”
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