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Bloggers publish more than seven and a half million blog posts daily, making it increasingly difficult for your content to stand out. Many businesses find their content buried under countless other blog posts, struggling to achieve visibility and engagement. So, some even decide to ditch search engine optimization (SEO) and go for different marketing channels.
And yet, with the right SEO strategy, you can rank well despite overwhelming online content. One great way to rise above your competition is to master content clustering.
Let's see what content clustering is and how it can help you attract more organic traffic.
Related: How to Stand Out in a Crowded Content Marketing Space
What is content clustering?
Content clustering involves creating content around a central pillar topic, which is a broad subject that serves as the base for various related subtopics. These subtopics, or clusters, are interlinked with the pillar content, creating a web of related articles and resources.
For example, if you have a clothing ecommerce business, your cluster content could include articles on choosing the right fabrics, styling tips for different occasions or seasonal fashion trends. Each cluster content piece should link back to the pillar content and often to each other, forming a cohesive structure.
Here's how content clustering benefits your business:
Improves SEO: Linking related articles to a central content pillar helps search engines understand that your website covers a topic comprehensively, which can improve your rankings.
Supports keyword optimization: Each cluster content piece can target specific keywords related to the pillar topic, helping you rank for more search terms.
Creates a better user experience: When readers land on a cluster article, they can easily navigate to other relevant pieces, which reduces bounce rates.
Increases engagement: Finding interesting content easily increases readers' engagement and the chance to convert them into customers.
Builds authority: Covering all aspects of a central topic through various cluster articles builds trust and credibility with your audience and search engines.
Anatomy of a content cluster
Each cluster consists of pillar content and cluster content.
Pillar content is an in-depth guide that covers many different subtopics to provide a comprehensive resource on a specific topic. It serves as a central hub, meaning that all less detailed articles link to it to help readers learn more about the central topic.
For example, an article titled "The Ultimate Guide to Seasonal Fashion" can cover everything from spring trends to winter wardrobe essentials. Another example could be "How to Dress for Any Occasion," which would cover dressing for weddings, job interviews, casual outings and more.
On the other hand, cluster content consists of articles on specific subtopics related to the pillar content. These articles provide detailed, focused information on particular aspects of the main topic.
For example, an article titled "Top 10 Summer Fashion Trends for this Year" would provide specific details on what's popular this summer. It would also link to the pillar content for a broader context.
Similarly, a blog post about "How to Dress for a Fancy Wedding" can focus on appropriate wedding attire and link to the main guide on dressing for different occasions.
Related: 3 Ways to Build Content Pillars That Will Boost Your Google Ranking
How to create a content cluster
Here are some SEO tips to help you build an effective content cluster:
1. Identify pillar topics
Start by selecting broad, high-level topics that cover fundamental aspects of your niche and are broad enough to allow for multiple related subtopics. For example, if you run an online clothing store, good pillar topics include "Seasonal Fashion Trends" or "How to Build a Versatile Wardrobe."
The best approach is to use tools like SEMrush, Ahrefs and Google Keyword Planner to identify potential pillar topics. If you look up high-volume keywords and trending topics, you can find pillar topics that align with your business goals.
2. Develop cluster content
To develop a content cluster, identify relevant subtopics that support and expand on your pillar content. The best way to do that is to:
Analyze competitor SEO content to see what they write about within your pillar topic
Enter your pillar topic into Google and check the "People Also Ask" section and related searches
Use keyword research tools to find long-tail keywords and specific queries related to your pillar topic
For example, if your pillar topic is "Seasonal Fashion Trends," the competitor analysis and research tools can give you potential subtopics like "Top Spring Fashion Trends" and "Summer Wardrobe Essentials."
Then, you must create high-quality cluster articles that provide detailed, actionable information. Use engaging headlines, as well as clear and concise SEO writing, and include examples, tips and visuals. Each article should offer unique insights and practical advice, linking back to your pillar content to create a valuable resource for your readers.
3. Create an internal linking strategy
Internal linking helps search engines understand the relationship between your content pieces and improves your website's SEO performance. Linking related articles to your pillar content creates a network of pages that improves user navigation and keeps visitors engaged longer.
Here's how to interlink your cluster content:
Avoid forcing link placements — instead, link naturally within your content
Use descriptive anchor text that indicates what the linked page is about
Ensure that each cluster article links back to the pillar page
Related: Ultimate SEO Guide On How to Get 100,000 Visits Per Month From Google
Content clustering is a powerful SEO technique that can significantly improve your SEO and user experience. You can master it by identifying effective pillar topics, developing high-quality cluster content and implementing a good internal linking strategy. That way, you can create a structured content network that boosts your website's authority and search rankings.
By planning and developing your content clusters, you can improve your SEO strategy and get more organic traffic.
