Search algorithms are becoming more intuitive as technology advances. With an estimated 3.5 billion search queries on Google every day, it is essential for search engine algorithms to rank websites with high-quality, relevant content highly.
It ensures the machine learning algorithm will produce results specific to the inquiry even when searchers enter long-winded questions.
With that said, SEO is no longer as simple as it used to be. Creating great content with a few specific keywords, backlinks, and related keywords won’t cut it–you have to do more. One way to boost a website’s position on search engine results pages is through cluster pages.
As they are otherwise known, topic clusters involve the comprehensive coverage of an idea or topic across multiple web pages. All the long-form articles are interlinked and tied to a single, short-form anchor article. Here are six ways cluster articles can strengthen your blogs.
1. Organized Writing
Creating content clusters does not happen by accident. In fact, content planning is a part of a content marketing strategy. Creating pillar content involves choosing one broad topic that you can write authoritatively and straight-to-the-point.
So, instead of having quality content all over the place, you can organize new and existing content around the main topic. Additionally, you won’t have to worry about coming up with content ideas every week. You can perform keyword research, brainstorm for new content and headings surrounding a core topic, and jot down a list of keywords to use later.
Another way to find great ideas to write on or subtopics is to do a quick Google search to see what other users are looking for. A HubSpot Blogs survey found that 37% of digital marketers find it challenging to identify the right keywords.
Thankfully, you can analyze the metrics from SEO tools like Semrush, AHREFs, Moz, and UberSuggest. Online group forums like Quora are also a treasure trove for determining what users search the most. Alternatively, you can look to social media sites like LinkedIn and Facebook for similar insight.
2. Simplifies the Content Creation Process
Once you have all the topics you need, it becomes easier to create comprehensive content briefs and explore creativity. It becomes easier to outsource writing during the content creation process. You can easily keep tabs on who’s writing what once you outsource.
An organized website also boosts user experience by making it easy for users to navigate the website. That can help reduce bounce rate by having working internal links that link back to subtopics related to the pillar page.
3. Builds Authority
Writing several pieces of content on a core topic shows search engines and target audiences that yours is a trustworthy and authoritative site on that particular topic. Focusing on a specific topic and branching out is a reliable SEO strategy for creating strong cluster articles.
When performing a content audit on the website, remember to link any related content to the pillar page. You may come across content pieces lacking hyperlinks to any related content on the website.
Content pieces without links lower the site’s rankings on SERPs, reducing organic traffic to your website.
4. Comprehensive Content
Cluster articles help prevent gaps and overlap of your content. While writing the pillar content and cluster articles, it is easier to determine which topics are missing or that you’ve already covered.
For example, when writing on digital signage, you can use ‘software’ as the anchor text and link to a cluster article about choosing digital signage content management software.
This ensures that the original (pillar) article does not go too in-depth, explaining a subtopic that you can easily cover in a separate cluster article.
5. Merges With a Larger Inbound Marketing Strategy
In copywriting, the top goals of an inbound content marketing strategy include providing value and relevance to users and cementing your position as a trusted, authoritative source. The topic cluster model helps you achieve all those goals.
Cluster articles offer value because of the amount of information available to a user on a given topic. Through keyword research, you can understand their search intent; by determining the search volume of specific keywords.
Incidentally, you can create pillar topics and cluster topics that address users’ search queries.
6. Enhances Keyword Strategy
Even though search engines are no longer as keen on keyword stuffing as before, keywords are still an essential element of a good content strategy.
A cluster article strengthens blogs by including short, and long-tail keywords and types of content related to users’ search using well-researched interlinked content.
Nowadays, users want their questions answered in the shortest time possible. Using the right keywords helps users navigate your website quicker when looking for content related to a specific keyword.
Conclusion – Using Cluster Articles to Strengthen Content
Cluster articles can improve a website’s search rankings, especially with high-quality content and backlinks. That involves an anchor article providing a brief explanation of a topic. You will comprehensively expound on the subject in a linked cluster article.
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