What is Topic Clustering and How to Do It?

Struggling to rank higher on search engines despite having great content? 

If your blog posts are scattered and disconnected, your SEO strategy may be falling short.

Search engines can not easily figure out how your content fits together if you do not use a structured approach. This makes it harder to rank for your target keywords. 

This scattered content not only confuses search engines but also fails to engage users effectively.

Then what could you do to fix this?

You can do:

“Content clustering”

The best way to make your content relevant to search engines and give users a smooth experience is to organize it into groups that are all related to a central theme.

Here we will explain the content clustering. And guide you through the steps to build an effective content cluster strategy. So that you can boost SEO and drive more traffic to your site.

Let's start with the basics:

What is Content Clustering?

Content clustering is a strategic approach to organizing your website content into interconnected groups. All are related to a central theme. 

At its core, a content cluster consists of:

• A pillar page, which serves as the main hub. It provides a comprehensive overview of a broad topic.

• Multiple cluster pages. Each covers specific subtopics related to the pillar page in greater detail. 

The pillar page is supported by cluster pages. These pages are linked internally. Create a structured, easy-to-navigate system. This helps both search engines and users. 

The cluster pages are individual pieces of content that go into greater detail about subtopics. 

They link back to the pillar page and to each other. And creates a network of related content.

Let’s say you run a fitness blog. You could create a pillar page on:

"Fitness for Beginners." 

This pillar page could be supported by cluster content such as:

• Best Beginner Exercises

• How to Create a Workout Plan

• Nutrition Tips for New Gym Goers

• How to Stay Motivated as a Fitness Beginner

• Common Mistakes Beginners Make in the Gym

• Essential Fitness Gear for Beginners

Your main pillar page (Fitness for Beginners) would link to all of these cluster pages. And each cluster page would link back to the main page.

This organization makes it simple for readers to navigate your site. Also, it helps search engines understand the relevance of your content.

Why is Content Clustering Important?

Here are a few reasons why content clustering is important. Let's look at them one by one. 

Improves SEO

“Search engines like Google love well-organized content.”

Content clustering indicates to Google that you are an authority on a specific topic by linking related articles.

This internal linking structure strengthens your SEO efforts. It also helps your site rank higher for multiple keywords.

Enhanced User Experience

People who visit your site want quick answers to the questions they have.

It will be easier for them to find the information they need if you group your content together.

This increases engagement and decreases your bounce rate. These both signal to Google that your content is valuable.

More Authority in Your Niche

You become an expert in your niche if you write a lot of long-form and detailed SEO-optimized content about a subject.

This increases the chances of other websites linking to your content. Which further enhances your search rankings.

Easier Content Planning

Content clustering also makes it easier for you to plan and create new content.

Once you have a pillar page, you can quickly identify subtopics that need to be covered. It ensures you are creating content that fits into your overall SEO strategy.

How to Do Content Clustering?

Now you know the benefits of content clustering.

Let’s go step by step through how to create an effective content cluster for your website.

Choose a Broad Topic for Your Pillar Page

Start by picking a broad topic. It should be relevant to your audience and align with your business goals. 

This topic should be something you can cover extensively. And central to the purpose of your website or business.

Let's suppose.

If you run a website about digital marketing, a suitable pillar page topic might be

"SEO Best Practices."

It is a broad term and can cover a lot of subtopics effectively. 

Perform Keyword Research

Next, you should look into keywords to see what terms people in your target audience are using.

Focus on finding keywords that are relevant to your broad topic. And have a high search volume. 

Use ETTVI’s Keyword Research Tool to efficiently discover high-performing keywords that are relevant to your broad topic. Go to the tool, insert your main keyword and click on the “Check” button. The tool will instantly give you a list of best-performing keywords related to your topic.

This helps you create a well-optimized pillar page and supporting cluster pages. It ensures your content addresses user needs while maximizing search visibility.

You should also consider LSI keywords. These are keywords related to your main topic. Include LSI keywords, keeping in mind the user intent to help Google better understand the context of your content.

Example of LSI Keywords for SEO:

• SEO techniques

• Search engine optimization tips

• On-page SEO

Create Your Pillar Page

Once you’ve done your keyword research, it’s time to create your pillar page. 

This page should be a long-form piece of content that serves as a comprehensive guide to your chosen topic.

You do not need to go into great detail about each subtopic. Because that will be covered in the cluster content. 

However, it should provide a general overview and link out to more detailed articles.

You can make a pillar page by following these tips:

• Make it at least 2,000 words to provide enough value.

• Use headings, subheadings, and meta tags to organize your content.

• Include a table of contents to help users navigate the page.

• Use internal links to point to your cluster content.

Identify Subtopics for Your Cluster Content

Once your pillar page is ready, the next step is to identify subtopics. These subtopics should be narrower than your pillar page topic. It should cover specific aspects of it. 

You will write separate articles for each subtopic. Which will become the cluster content. Here are some examples of cluster topics for an SEO pillar page:

• “How to Do Keyword Research”

• “On-Page SEO Techniques”

• “How to Build Backlinks for SEO”

Each of these topics is closely related to SEO and offers more detailed information than the pillar page.

Write and Optimize Your Cluster Content

Make sure that the content you write for your cluster is optimized for both readability and SEO.

Use the primary keyword you found during your research. Add related LSI keywords. 

Each cluster article should:

• Between 800-1,500 words.

• Focus on one specific aspect of your pillar topic.

• Link back to your pillar page and other relevant cluster articles.

For example 

In your article on "On-Page SEO Techniques," you can link to your pillar page on "SEO Best Practices" and another cluster article on "Keyword Research." 

This creates a network of related content that helps both users and search engines.

Interlink Your Content

The next step is to connect your pillar page and cluster content.

Make sure every piece of cluster content links back to your pillar page and, where relevant, links to other cluster pages.

This interlinking:

• Helps Google crawl your website more efficiently.

• Shows search engines that you are covering the topic comprehensively.

• Keeps users on your website longer.

Promote Your Content

Do not forget to promote your content cluster after you have made it!

Share it on social media and send it out to your email list. Also engage with communities that might find it valuable. 

Search engines are more likely to rank your content well if a lot of people interact with it.

You can also request backlinks from niche websites. Other sites are more likely to link to you. Because you have written detailed content. 

This will help your SEO even more.

Further read: What are Backlinks? Tricks to Get More

Conclusion

Content clustering improves your SEO and makes your website easier to navigate. Also, it gives your users a better experience.

You can become an authority in your niche and get more free traffic to your site by building a pillar page around a broad topic and supporting it with more specific cluster content.

Start by choosing a topic that’s relevant to your audience, perform keyword research, and create a pillar page. 

Then, develop cluster content that supports the main topic and interlink your pages. And promote your content for maximum impact.

Follow these steps to improve your site for search engines and make it easier to use.