Why Creating Content Clusters is Key to Your Strategy

Content clustering is critical to increasing your organic ranking on SERPs (search engine results pages). If you’re not utilising this strategy, you’re missing out on valuable SERP points.

What is a Content Clustering and How to Build One?

Content clustering is a part of a wide SEO strategy that optimises a website’s internal linking structure between website pillar pages or cluster pages to articles and blog posts.

It has been reported that around 77% of internet users are reported to read blogs regularly. This means a content clustering strategy attracts much of the online pie.

It’s essentially an intricate way of structuring and organising your website content. Done in a way that helps search engines like Google understand and establish the relationship between web pages. By doing so, a business can build its online authority around a certain topic or particular niche. This allows businesses to expand and increase their online search visibility and achieve a higher ROI based on marketing efforts.

It starts with a pillar page – a long-form content or landing page. This is the centre of your content cluster strategy. It’s more detailed than a blog post, either in length or value, offering a UVP (unique value proposition) to a user. This pillar page should be optimised for a keyword.

The keyword difficulty and volume you aim for are up to you. You can aim for greater difficulty and produce a large amount of content that supports this goal. Or, if you’re starting out, maybe aim for a lower volume and keyword difficulty for your first go. However, targeting a keyword with zero search volume would be pretty pointless.

The next step is to create blogs and articles that cover points made on the pillar page or related content. These pieces should have the keyword that they are optimised for. And should expand more on the pillar page whilst focussing on one subsection.

Lastly, it’s time to share some SEO Juice! Your blogs and articles consisting of related content should be linked back to the pillar page. This allows search engine bots like Google to crawl your website and understand the link between two pages. This translates into authority as Google sees this pillar page as the go-to for relevant content and related information, which increases its organic ranking.

Example: Say you’re a yoga studio looking to rank higher on organic search. You could write a long-form pillar page around ‘Yoga: Your Guide to Getting Started’. Then you could support this with related content such as ‘The Mental Benefits of Yoga’ and ‘How Yoga Can Increase Your Fitness’.

ROAR uses a content cluster strategy through our trademarked, data-driven SEO Bomb® strategy. The SEO Bomb® involves extensive research that we use to create intricate topic clusters, suggested titles, and keywords for your business to write and create content that RANKS.

For more, see our previous post on creating content clusters like a pro!

Why Creating Content Clusters is Key to Your Strategy

• Improved search engine ranking. An easy-to-navigate website structure makes it easier for the bots to crawl your site. This allows them to identify the semantically related topics within your website.

• Rank for related terms. A piece of content you’ve written and optimised for a keyword can rank on search engines for other keywords, also. It’s critical that your content shows authority, trustworthiness, and helpfulness. Google will prioritise content like this in line with their Google Helpful Content update launched in 2022.

Tip: be consistent in creating this style of content. 

• Less irrelevant, pointless, spammy content on your website. This strategy means each piece of content has a purpose and a keyword to target. It also means less time planning and coming up with content ideas.

For more, see our post on why creating content clusters is important. 

Contact ROAR today for more information on our SEO Bomb® designed to generate greater online visibility, thought leadership, and industry authority.