What are topic clusters and how can they help in SEO in 2022?

Are you worried that your website is not listed among the top rankings pages of the major search engines? Or are you worried your website has less or no visitors at all? If yes, then you need to ponder about the optimizing your website.

Search engine optimization or SEO is the method of optimizing the website for top rankings of the major SERPs. It is the common tendency of any person surfing the website to click on the top websites. People ignore the websites that appear below or in pages other than the first page of the SERPs.

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It thus becomes important to ensure that your website is optimized for major SERPs rankings. SEO 2022 is about topic clusters.

What are Topic Clusters?

Topic clusters are about creating several content pieces with different yet revolving around one core topic. As SEO benchmarking changes, so there is evolution in the content model for businesses. Amongst many trends in 2022, one is the steady shift towards topic clusters – a highly organized and powerful content approach to climb search engine rankings efficiently.

Because of the topic clusters search engines like Google can index your website easily. On the top of that your web visitors will also find your content easily navigable. This makes it an essential addition to any modern content marketing strategy to allure online traffic organically.

Topic clusters are group of content that is centred on a broad topic or a theme described by central pillar page. So, a content clustering strategy is essentially a hub and spoke structure with three main components.

1. A pillar page that acts as a hub for a theme or topic

2. Cluster pages that are the spokes of the pillar page, and answer various questions regarding the pillar topic in much more depth

3. Robust internal links that are placed strategically to connect cluster pages to the main pillar page and each other.

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Importance of topic clusters and how they can help SEO in 2022:

1. Improves internal linking: Thanks to topic clusters and pillar pages, one can get good opportunities to create content and link them as per relevance and content. This is a great exercise to strengthen your internal linking structure and make your content clear page rank and relevance signals between URLs easily.

2. Builds content authority and boosts the traffic: Topic clusters are a medium to tell the search engines like Google that you have all the relevant information, arranged in a highly contextual and organized manner that your users require. This helps cement your content authority and improves SERPs. The more topic clusters one establishes the more keywords and user query aims you will rank for leading to higher website traffic.

3. Creates more structured and comprehensive content strategy: One of the benefits of topic clusters is that they let you elaborate a topic in multiple blog posts. This way one does not have to face challenge of covering all the aspects of topic on one go. Also, topic clusters organize your content and allow one to cover everything relevant updated or upcoming about the topic.

4. Improves UX and conversions: As per recent Google updates, search engines now understands how users navigate and explore through topics. Topic clusters follow step by step methods where each topic connects to another easily. Thus with topic clusters one can leverage this by creating detailed content that predicts the next steps on user’s journey and supply the relevant information on the website. One can easily engage the users with content via the funnel and solve many pain points for them so enhancing their experience and driving them to conversion.

5. Enhances the keyword research: Instead of focussing only on the most popular keywords or obscure long tail keywords with less competition, one can enhance keywords via the topic cluster approach.

6. Keywords: An organized list of keywords by the SEO experts are grouped based on search intent around pillar themes, topic clusters and blog categories. This gives more coherence to the keyword strategy and makes the interlinked content much more relatable.

7. Increase the production speed of content: A pillar page acts as a guiding tool for all your content efforts surrounding a particular topic. This makes fresh cluster pages much quicker and easier as one need to build upon existing content instead of looking for new ideas every day.

How SEO experts go about creating an effective topic cluster SEO strategy?

1. Identifying core pillar page topic

2. Chart out customer journey

3. Research relevant keyword cluster around the topic and search intent

4. Create diversified content

5. Augment your cluster content with strategic internal links.

Final words

There is no doubt that topic clusters are very important if one has to get their content creation right and deliver better SEO outcomes in 2022.

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