The Topic Cluster
Google: the king of search (i..e, they take up over 90% of the search engine market). Curious about 2nd place? It's Bing, with 2.4% market share.
Optimizing your content for Google (and users) is a crucial part of your SEO strategy, since that's where most of your users are probably coming from.
Now, we have achieved SEO perfection.
Just kidding, SEO is literally always changing so we can never always get it right. But, with our most recent adaptation to search algorithms and user behavior, we now have a way to provide educational content to users that search engines can easily find and contextualize.
With proper implementation of the topic cluster methodology, you're able to create high-quality content the organic ranking it deserves. By creating multiple topic clusters you're on your way to increased thought-leadership, organic visibility, web traffic, and conversions.
Ubbersuggest: no SEO strategy is complete with some basic keyword research. If you don't have the resources for tools like SEMRush or Moz, Ubersuggest is a good alternative to research the keywords that you want (or should) win on.
Google Search Console: another free and extremely useful tool that helps you make sure that you're website is being correctly crawled by Google, what people are searching when they find you, and some basic data on your digital reach.
Back in the early days of SEO, we'd spend days and weeks crafting content at an alarming rate. While we churned out post after post, we didn't think too much about connecting all the scattered pieces we were creating.
Sure, we'd get backlinks setup across our pieces. But in the end, we'd have crafted some spaghetti monstronsity of an SEO strategy. Turns out, Google doesn't like spaghetti.
By having all our content (sometimes related, sometimes not) scattered throughout, we made Google work harder to figure out what we were even writing about. Plus, with no content organization, we set ourselves up for keyword cannabilization.
And then, even once Google understood the content, we didn't really help it understand what piece was foundational, and what could just be a nice supporting piece.
What You Need to Know About The Topic Cluster SEO Strategy
Google Analytics: an extremely quick and easy way to start tracking essential KPI's for your website traffic. See everything from the number of current users on your site to your most popular pages. Plus, you can set up goals to measure the impact of your campaigns.
Then, at some magical point in time, we realized something. What if we started to really, and I mean really, start linking together the plethora of content we were cranking out?
What if we stopped making Google do the heavy lifting and help the bots that crawl all our content better understand how all this content is related. Plus, Google is always changing their search algorithms, so this magical Eureka moment was really just many SEO's interpreation of those changes and experimentation.
And so the Topic Cluster methodology was born. In this topic cluster model, we have one main pillar piece acting as the leader. Surrounding it are pieces of content on related topics that ALL link back to this leadership content using the same keyword. You can thank the Hummingbird (2013) and RankBrain (2015) update for all this.
The Old SEO Strategy
6 Powerful SEO Tools You Can Use
HubSpot Topic Cluster: the new revolution in SEO strategy. HubSpot makes it easy to visualize and then connect all your supporting cluster content to the main topic of your choosing. Just make sure you make some kick-ass content and begin your journey to position #1.
A True SEO Topic Cluster Strategy
SEMRush: an extremely robust SEO platform that gives you crucial information on your competitors, yourself, and leaders in the industry. Do everything from conducting keyword research to comlpete SEO site audits to establishing an entire backlinking strategy.