How to create Topic Clusters and why you should


Whether you are starting a website from scratch or have hundreds of article, you might be missing out how well you rank.

Companies that have implemented topic cluster content structure have seen significant improvements in conversions.  Implementing topic clusters is not only beneficial to consumers, but it is also an excellent technique for pleasing search engines. Topic clusters also increase search awareness by improving rankings. 

Why topic clusters are powerful

Websites that can demonstrate experience, authority, and confidence in any given topic are compensated with higher rankings. Search engines significantly changed from ranking pages based on keywords to rank pages based on their topical importance. This shift in search has made topic clusters an essential component of website growth for improved search exposure in keyword-related searches.   

What are topic clusters?

A topic cluster comprises a central page (pillar page) that links to many related pages (cluster content). 

The clustered content, in turn, links back to the pillar page. The content of a cluster is also related to other similar content within its topic cluster. A pillar page will discuss a large keyword theme that reflects a significant subject on your website. 

As a result, it will cover the topic in-depth and act as a repository of general knowledge with links to relevant articles with a narrower focus. 

The related articles (or clustered content) go into greater depth on a specific topic. Clustered content would normally target long-tail keywords in order to provide a precise solution for a particular search. By grouping content that shares a central theme, this content structure generates a topic cluster as a whole.

Take this tree for an example:

tree example

The anatomy of a tree consists of 

  • Roots
  • Stems
  • Leaves

The pillar (the root) is the main source of life, while the stems hold the leaves. Without the root, the tree does not exist. Simple concept, but you can use a construction of a house, building, starting a company. They all have one thing in common: The foundation. 

Recognize the user intent behind topic clusters

When creating any kind of content, the golden rule has always been (and will always be) to make it all about the consumer. This nugget of wisdom is something that almost any marketer is aware of by now. 

It is, however, reasonably easy to miss the mark. The main aim is to bridge the difference between what the person types into Google and get them to their target destination. 

So, before you dive into your topic clusters technique, you should be well-versed in the types of questions that people are asking.

Let's look at coffee grinder as an example:

The main keyword is "coffee grinder". Then the cluster content would consist of:

  • Difference between manual versus electric grinder
  • Difference between conical and burr grinder
  • Difference between burr vs blade grinder
  • How often should you clean your burr grinder

And so forth. You can take a look at this coffee grinder cluster example in Crazy Coffee Crave website.

The better your content gets to the heart of the matter, the more love it can get from Google! 

What is the importance of topic clusters? 

Marketers could once win by focusing on a single keyword per page. Now, the secret to success is to target whole topics. There are some main explanations for this:

  1. Personalized search has increased the fluidity of keyword rankings. Since Google tailors search results to individual users, calculating keyword ranking positions is more difficult across the board.
  2. Search engines are becoming more adept at comprehending semantically similar concepts. Advanced search algorithms are becoming more adept at determining when several search words refer to the same thing. This means that a piece of content aimed at one keyword may rank for several others.
  3. Google (and other search engines) want to offer authoritative and trustworthy results to their users. One way to demonstrate the authority to both humans and bots is to regularly produce useful and accurate content on a subject rather than one-off pieces targeted to specific keywords.

This means that sites with several pieces of content that extensively discuss a given topic would outperform those with fewer, less authoritative pieces. 

What are the benefits of topic clusters? 

Topic clusters connect ideas and subtopics. They link users (and search engines) to similar articles within its cluster, enabling users to learn more and better understand the topic. 

Showcase E.A.T. (Expertise, Authority & Trust) 

Search engines may assess the quality of content as well as the value it represents to a customer. This reality alone puts a high value on E.A.T. when assessing a website's ranking. 

The breadth of a website's content contributes to the knowledge, authority, and confidence it can demonstrate. A series of positive events occur due to linking the consumer with relevant articles that they would normally be interested in. 

Increased user engagement 

As more visitors browse through your pages, they spend more time on your site learning about a particular topic. 

There are three truths at work here: 

  1. Increased click-through rate, 
  2. Increased dwell time, and 
  3. Increased faith and trust in your business. 

The first two bonuses are statistics on user engagement that will eventually contribute to a higher ranking. If you have not noticed, higher rankings result in more traffic. Increased traffic usually translates to more leads, new customers, and higher sales. 

Educating your visitors

Another benefit of creating a successful topic cluster is that you educate your visitors about your business. Visitors who trust your brand are more likely to purchase from you. Publishing content that is relevant to the clients' needs fosters confidence and improves conversion rates. 

Make a solid roadmap for keyword and content strategies. The process of defining topic clusters will explain and solidify your keyword strategy and content strategy. Keyword research is an important part of generating a topic cluster. You start your content strategy by defining the keywords that drive the most important traffic. Topic clusters are critical for strategic planning because they serve as a roadmap for creating your website's main keyword themes. 

How to create topic clusters 

The start is simply a process of coming up with ideas of the most important keywords for your company. You can make a list of keywords you want your site to be known for using a piece of paper, a spreadsheet, or a word processor. 

This initial list generally contains options for your pillar content, which are typically represented by large keywords. 

For example, a coffee shop may brainstorm their initial topic cluster such as this: 

  • types of coffee beans
  • how to guides

Consider each keyword to be a bucket, and fill each bucket with the topics and subtopics that your visitors are interested in learning. 

As you go deeper into the large keywords, you can begin to identify long-tail keywords to target. A good way to classify possible subtopics is to ask the following questions:

  • What are the most commonly asked questions about this topic?
  • What are the most pressing issues that my product or service can address?
  • What are people actively looking for in terms of solutions?

When any of the answers to these questions are applied, this cluster will look like this: You will expand your list of possible keywords/articles by investigating various sources that will validate the prominence of your search phrases.  

Analyze the SERP

The best source of information for a keyword or term to target is the actual search engine result page. Check for your keyword to see what Google returns as a response to your search intent. Add to your keyword list, grouping keywords with similar intent.

1. Google autosuggest

When you type your keyword quest, Google autosuggest populates a drop-down box with phrases that people are using. Similar results can be found at the bottom of the first page in the search related to [your keyword] section.

2. Snippets of interest

Another place to look for useful hints on which keywords to target are the SERP features themselves. If a featured snippet is activated, it is an automatic factor since they have more traffic opportunities. It will then make sense to tailor your content for the featured snippet or devote an entire article to the subject of the snippet.

3. People Also Ask Boxes

Make a note of any related phrases you come across in the People Also Ask Box. You should have hundreds of questions and phrases that will increase the importance of your page and the depth of your clustered content. If Google has found these phrases worthy of showing, there is a demand for the featured responses.

Respond to the general public

This site will expedite your SERP research by creating a list of frequently searched keywords based on Google autosuggest. The most distinguishing characteristic of this site is its visual representation of the data it produces. You can also use the list view to read the keyword choices more easily if you are not straining your neck or your head does not rotate upside down.

Keyword tools

You will eventually need the assistance of a keyword tool. You must ensure that the keywords you are considering producing an appropriate amount of traffic. If not, a keyword tool can have a plethora of other suggested options. Moz, Ahrefs, and SEMRush are the most common tools. You can get keyword metrics, such as, keyword difficulty, volume, cpc, etc.

Keep in mind that, while your keyword may appear to be the most popular option, there are numerous ways to search for the same thing. Your search term phrasing may not be the most common, or, more importantly, it may not drive traffic that converts.

Make a final call on keywords.

You should now have a list of keywords based on the latest searches. Sort your keywords by intent and choose phrases that reach four main points as well as possible: 

  1. The keyword best reflects what the target audience is looking for. 
  2. The volume corresponds to the criteria/strategies
  3. The level of competition is acceptable.
  4. The traffic you generate is valuable.

Map existing content to fit your keywords.

The final keyword decision provides an overview of your topic cluster. Each keyword corresponds to an article in your cluster, forming a concrete blueprint for your content strategy. 

The next step is to map existing content to each of your keywords' search purposes. 

The easiest way to accurately measure the content is to export your site's pages and articles to a spreadsheet. Each post and page should have a target keyword. Create new SEO content for keywords already in your cluster but do not have a content assignment.

If you are using SiteGuru, you can view the top keyword for each page to see if your content is ranking for the keyword you intended:

siteguru page keyword

Publish ten times as much content

Prioritize your content schedule based on the remaining keywords that are critical to your platform. Generate content ten times better than everything else on the first page of search results for each of your cluster's target keywords.

  1. Analyze the competition

Reverse-engineer the top-ranking websites to gain a thorough understanding of how search intent is met. Determine the style and content that will meet or surpass the quality of the sites vying for the top ten slots on the first list.

  1. Determine the type of content

The first big indicator to look for is the type of content that websites use to rank. Your main focus should be on the top five pages to see any links between them.

  • Is the content in the form of a list?
  • Have they released any ultimate guides?
  • Is multimedia used in all of them?

To outrank the competition, you will most likely need to replicate a similar style of content. Higher conversions are aided by educational content. Look for ways to persuade the audience to learn more. Use logic and reason that is supported by analysis, statistics, evidence, and expert quotes. This is the very definition of convincing essay writing, which you can use to heavily persuade your audience to see your point of view.

  1. Content gaps analysis

It is critical to answering the big topic points raised by your competition in their top-ranking content. You will learn why Google ranks its page by looking at the keywords that appear on the first page. Identify ranking keywords that point to content that is meeting user intent. In addition to the search term, If a page ranks for additional keywords that you have not optimized for, you likely have not addressed the topic.

page keywords

If you are using SiteGuru, you can view all the keywords that are associated within a specific page. You can identify additional keywords that might be better optimized with another article.

  1. Outline your points.

Make a rough outline for your article to give it shape and direction. Using your primary keywords in the intended places and your secondary keywords in your subtitles.

  1. Make sure the content is scannable.

When users skim through your article, your outline ensures that it is scannable and tells a full story. Remember that 80 percent of online readers would glance through articles rather than reading them from beginning to end.  Your subtitles should be informative as well as optimized. Take the time to develop intriguing titles and translations to keep readers interested and your article appealing.

Cluster your content using an internal linking technique.

Your topic cluster is held together by the internal linking strategy. The main central hub or pillar page will be linked from all cluster content. The clustered content will be linked from the pillar page. Interlink clustered content should also be included anywhere it makes sense and seems normal. 

Topic clusters enhance user experience and comprehension by linking various topics to your main keyword theme. Connect ideas with anchor text hyperlinks to guide your users from one post to the next. Use streamlined anchor text links in places where it makes sense. If you have many internal links to make, use long-tail keywords to spice up the anchor text. The number of links pointing to your pillar page indicates the significance of your topic. The interlinking strategy encourages connection equity, which raises your topic's popularity in keyword-related search results.

Keep track of your results.

You must evaluate the results in order to enhance every element of your website's success. Google Analytics allows you to group pages to see how the group does as a whole rather than only as individual pages.

  1. Navigate to Analytics.
  2. Choose Admin.
  3. Select Content Grouping from the far-right column.
  4. Then select create a new group

Choose how you want to organize your pages (extraction, tracking code, or by a rule set). More information on each tool can be found in Analytics Help.

Tactical tips for getting started with topic clusters

Choosing a topic to concentrate on and developing cluster content plans can be difficult. Auditing historical content can be excruciating, particularly if your organization has a large archive. Today, we have a few tips for organizing and creating subject clusters.

  • Create a list of five to ten major issues that your buyer persona is experiencing. To collect data, interviews, use surveys, and secondary research within online communities as required.
  • Classify each issue into broad topic areas.
  • Using keyword research, dissect each of the core topics with subtopics.
  • Outline content concepts that apply to each of the key topics and related subtopics.
  • Conduct market and competitive research to validate each concept.
  • Create content, assess its effectiveness, and refine it.

Teams may use a sheet like the one below to stay abreast of content and links inside a topic cluster. Some of the categories could be unnecessary depending on the topic's complexity and the number of pages you are linking. The following categories should be tracked:

  • Page URL
  • Cluster topic
  • Subcluster (if applicable)
  • Keyword to rank for
  • Does it have a link to the pillar page? (Yes/No)
  • Is it relinked (if applicable)? (Yes/No)
  • Any other actions that may be required
  • Is the other action taken yet? (Yes/No)
  • Link to pages 1, 2, 3, and 4
  • Does it also serve as a sub-pillar page (if applicable)? (Yes/No)

Effective content structure for effective topic clusters

Before you can post all of your fantastic content, you will need to figure out how you will arrange your topic cluster. There are many approaches to this, but they all revolve around the idea of internally linking multiple pieces of content to your topical pillar content.  

Which one you choose will be determined by the following factors:

  • If you have a blog (in addition to a business website), not every organization has (or needs) a blog. However, you almost definitely have a website.
  • The C.M.S. and development team's capabilities. Do you have the authority and power to build new sites within your marketing team? Would you need the assistance of a designer and a production team to create these pages? This may affect how detailed your topic cluster can be.

Create more authoritative content on key topics now.

Using topic clusters sounds more difficult than it is. If you are capable of organizing multiple pieces of content around a single concept, making it presentable, and connecting it all, you are capable of putting this theory into action. To summarize what you have heard, consider the following points:

  • The use of topic clusters has not eliminated the need for keywords. Rather, they have compelled advertisers to reconsider keyword research, thinking beyond single words and more generally about topics as a whole.
  • Producing several pieces of high-quality content on a single topic aids in the establishment of authority. This may seem obvious, but having several pieces of content addressing various facets of a single topic shows both humans and bots that you are a valuable resource. This results in increased traffic, rankings, and conversions.
  • This is not difficult to put into action. Producing many pieces of long-form content can indeed take time. Both stages of planning and testing will be involved. However, if you make several parts, why not design them all around one topic and own it on the web?

Topic clusters SEO impact

Topic clusters, when used correctly, can have a huge effect on SEO outcomes in two ways. 

First, pages that addressed their chosen topic effectively receive an improvement in site authority and overall page ranking (s). While we are just speculating, it makes sense. Google's purpose is to give relevant results that match search intent—using topic clusters to cover a topic extensively increases the chances of achieving a high ranking. 

Nevertheless, it is not just conjecture. Internal linking, at the very least, aids in the distribution of PageRank, thus improving the SERP efficiency of pages that would otherwise perform poorly. The type of results we will see when we look at the examples below are more apparent. 

Sites with broad and well-organized topic clusters are more eligible to receive enhanced listings. As a result, efforts to improve on-page SEO are becoming increasingly relevant. That is fantastic news for both you and your audience! 

The importance of focusing on enhancing user experience is generally acknowledged as an important SEO strategy. Topic clusters are beneficial regardless of the size of your platform. Start using topic clusters today if you want your site to expand. Keep in mind that the effect of a content organization grows in direct proportion to the amount of onsite content. 

In principle, more content implies that a topic can be covered more thoroughly. This implies that each post contains in-depth information. It is not difficult to create topic clusters. Covering all of the potential consumer intents that are important to your company is certainly much work, but delivering on the concept we have outlined above is not beyond the abilities of a committed content marketer. 

Topic cluster mistakes 

When it comes to topic clusters, the two most common errors are information siloing and flooding. 

Let us begin with link silos. 

This occurs when SEOs purposefully do not connect between various topic clusters in order to focus relevance. The issue with this approach is that it misses out on important internal linking opportunities that move PageRank and meaning along. Aside from that, subjects do not exist in a vacuum. All are interconnected, and tangential topics aid Google in understanding the relationships between various clusters. 

Another blunder to stop is content overload. This occurs when SEOs produce an excessive number of blog posts that target very similar keywords. For example, they might create a pillar page centered on keyword email marketing. Then they would make cluster pages like this:

  • How to Do SEO in 2021
  • 10 SEO Best Practices You Can't Ignore
  • 7 Effective SEO OnPage Methods
  • SEO Strategies Methods in 2021

Each of those posts focuses on the same broad topic, how to do email marketing. As a result, these pages will battle for rankings, a process known as keyword cannibalization. Often create cluster pages around specific search terms with varying search intents to prevent content flooding. 

Before you write the content, Google your keywords to ensure the SERP is distinct from other terms in your cluster. 


Rising organic traffic has always been thought of as a long-term strategy. Long-term outcomes are obtained through the development of high-quality content that responds to user intent. There are no fast fixes that can replace the creation of high-quality content properties. 

Simply put, topic clusters increase search visibility, which is why they have become an important part of SEO strategy and content marketing agencies' SEO strategies. A well-developed topic cluster results in higher click-through rates, longer dwell time, higher rankings, and more traffic. If your site is new or has been around for a while, integrating topic clusters would boost the efficiency of your website in any way.