Understanding Topic Clusters

Explaining the jargon and how the pieces fit together

In this article I want to discuss Topic Clusters, what they are, and how to structure them. This is an overview of the subject and in upcoming articles, I will give you some real working examples. 

In a nutshell, creating topic clusters is a strategy that groups related content to cover a broad subject area, providing contextual support and a strong internal linking structure.  

Over the years we have seen a number of SEO strategies come and go, whether that is latent semantic indexing, skyscraper content, article keyword optimization and so on.  

SEO has always been a bit like chasing the wind, just when you think you're about to grasp it, it shifts.  

But one strategy that has remained a stalwart is topic clusters, and over the last couple of years, their importance has grown significantly. 

So, what's the deal with topic clusters?  

Imagine you're throwing a dinner party. You've got the main dish—that's your pillar page, the one that gives your guests a taste of the evening's theme. Then, you've got your side dishes, the cluster pages—each one is a different flavour but complements the main course perfectly. 

In the world of SEO, we're not just feeding a few friends; we're feeding a crowd. And not just any crowd, but one that's incredibly discerning, with a search engine for a bouncer that only lets in the most relevant and interconnected of content. 

Here's the kicker: search engines are evolving. They're no longer just sifting through keywords; they're looking at the entire spread. They want to see if your content is just a one-hit-wonder or if there's a full banquet that provides a comprehensive exploration of the topic. 

Now, let's break down this hub-and-spoke framework of topic clusters: 

Your pillar page: This is the centrepiece. It's broad, it's engaging, and it gives a comprehensive overview of the topic at hand. 

Your cluster pages: Here's where you dive deep. Each page zeroes in on a particular aspect of the main topic, linking back to your pillar page to show it's all part of a bigger picture. 

Why does this matter? Because the search engine's bouncer is getting smarter, and it's starting to care more about the quality of the connections between the content than the volume of content itself. 

We have always been taught that content is king, well, that hasn't changed—but the kingdom has. It's expanded, and how you map out your territory matters more than ever. 

You see, the internet is no small town; it's a sprawling metropolis, and every piece of content you publish is like opening a new storefront. If you just scatter them randomly, the chances of someone wandering into every shop are slim to none. But if they're all part of a thoughtfully laid-out mall, with clear signs and pathways leading from one shop to the next, visitors are much more likely to explore the entire place. 

That's the essence of topic clusters. It's not about having just one stellar article and calling it a day. It's about creating a range of content which stands on its own two feet but together, forms a collection that guides your audience through the topic and shows your expertise. 

And here's the real secret sauce: when your content is interconnected, search engines send way more traffic your way. They see you're not just knowledgeable about a topic—you're an authority. Your content isn't just floating around on its own, it forms a cluster that's greater than the sum of its parts. 

In an upcoming article, I will show you how to pick a pillar piece of content and show you exactly how I go about choosing and creating the clusters that surround it.