Topic Gateways & Topic Clusters

How I structure sites, and why most WordPress blogs get this wrong

In the previous article on Topic Clusters, I gave an overview of what Topic Clusters were, and in this follow-up, I want to go into more detail on these with an example and show you how I would structure a site.

First, let me talk about Topic Gateways.

Let’s assume you are building a site around renewable energy. There are potentially three Topic clusters around the types of renewable energy, these are:

• Solar Power

• Wind Power

• Hydro Power

All of these topics are distinct enough to be in their own cluster and each could have dozens if not hundreds of pages around them. Some of these could even be split further such as:

• Solar Heating

• Solar Electricity

• Solar Cooking

Now think about what happens when you land on a typical WordPress blog. You are presented with a list of blog posts in reverse order. Maybe there is a link to a category page or several category pages.

This is not ideal.

The content is overwhelming, there is no structure, no place to start. Google hates this.

This is where Topic Gateways come in. The first of which is your homepage.

Let me explain with a diagram.

When you first hit the site you have an SEO-friendly introduction to the site, then under that a list of your Topic Clusters, and finally a list of recent posts across the whole site which keeps the homepage fresh with content.

This indicates clearly to Google and to the user that the site has three (or however many) topic clusters to consider.

When a user clicks on one of these topic clusters they are then taken through to a pillar page.

A pillar page is your detailed, top-level content page for that topic. Let me use an example here.

You are creating a site about cakes. One of your topic clusters would be Chocolate Cake: A Comprehensive Guide.

Your pillar page content provides an in-depth overview of chocolate cake, covering its history, origins, various types, preparation techniques, decorating ideas, and serving suggestions.

Your subtopic pages would be something like these:

1. The History and Origins of Chocolate Cake: Delve into the fascinating history of chocolate cake, tracing its roots from ancient civilizations to modern-day culinary creations.

2. Types of Chocolate Cake: Explore the diverse range of chocolate cakes, from classic moist chocolate to decadent chocolate ganache creations, highlighting their unique characteristics and flavours.

3. Baking Techniques for Chocolate Cake: Master the art of baking a perfect chocolate cake, covering essential techniques like mixing, baking, and cooling methods.

4. Creative Decorating Ideas for Chocolate Cake: Unleash your creativity with stunning decorating ideas for chocolate cakes, featuring various techniques, garnishes, and themes.

5. Serving Suggestions and Pairings: Elevate your chocolate cake experience with the perfect serving suggestions and pairings, including beverage options and accompaniments.

Here is how you link your pages together:

1. Pillar Page: Strategically link to each subtopic page throughout the "Chocolate Cake: A Comprehensive Guide" to provide users with quick access to in-depth information.

2. Subtopic Pages: Include internal links within each subtopic page to related pages, allowing users to explore the topic further. For instance, the "Baking Techniques for Chocolate Cake" page could link to the "Types of Chocolate Cake" page to provide context on the different cake types and their baking requirements.

3. Consistent Linking: Use relevant keywords in internal links to strengthen the relationship between pages and improve search engine optimization. For example, when discussing chocolate ganache frosting, you could link to the "Types of Chocolate Cake" page using the phrase "chocolate ganache cake."

By implementing this topic cluster strategy, you can create a comprehensive resource for chocolate cake enthusiasts, attract more organic traffic, and establish your website as a trusted source of information.

I hope that example has helped you understand how this all fits together. If you have any questions then please ask away in the comments.

An advanced tip for paid Raine Report Members can be found below