One of the main goals of every business’ website is to attract more clients. In order to get people to your website, they need to find it – which means your site needs to be search engine optimised, or SEO-friendly.

The current strategy is to use the keywords that users enter into search engines when they are looking for something. This method works well but isn’t without flaws. However, there is a new SEO strategy rising, and it will up your marketing game tremendously.

Topic Clusters. Yes, the new SEO approach focuses on topics instead of keywords. But what exactly are topic clusters, and how do you use them?

We’ve created a comprehensive guide covering everything you need to know to get started.

What are you waiting for? Let’s begin!


What are Topic Clusters?

The Topic Cluster Model begins with a single “pillar page” which acts as the main page for the topic. Content related to the topic is broadly, briefly described and subtopics are linked out to web pages that provide more information about each subtopic.


The concept is fairly simple. Think of it as folders organized by subject for school. You have a folder for English, one for Science, one for Geography, and so on.


In your English folder, you have documents like “How to Write a Summary,” or a worksheet on sentence structure. In the Science folder, you might have papers on chemical compounds or planets instead, but you certainly wouldn’t keep your English essays in there if you were trying to stay organized.


Why are Topic Clusters Important?

Leading search engines, like Google, are changing their algorithms to focus on topic-based content over keyword content. While keywords are still important, topic clusters increase a web page’s authority by offering a wide variety of information on one topic.


Topic clusters also make it easier for search engines to crawl through your page and find the information they need, giving you a higher search ranking.


Humans love topic clusters too – having all the information in one place with links to more in-depth information? It’s like adding Wiki pages to every site. Brilliant!


How to Create Topic Clusters

You didn’t think we would tell you how much you need topic clusters, and then not tell you how to make them, did you?


Here’s a quick step-by-step guide on how to create a topic cluster:


Step 1: Group Your Existing Content Pages by Topic Focus

Run an audit of your site and group all of your existing content pages by topic. For example, let’s start with the topic, “digital marketing.” You could have subtopics such as:


Topic Focus: Digital Marketing



·       Content Marketing

·       Social Media Marketing

·       Search Engine Optimization

·       Pay-Per-Click

·       Email Marketing

·       Mobile Marketing

·       Marketing Analytics


Step 2: Create a Pillar Page for Each Topic Focus

A pillar page is a single page that broadly depicts all the main aspects of a topic. This page needs to describe each aspect vaguely as this is where the cluster content will be linked. Remember, you don’t want to make the subtopics too detailed – you want them to click the link to learn more. The pillar page is more of a hub with blurbs and summaries than an answer page.

Step 3: Link the Related Content Pages, Then Update the Links on Those Webpages

After you create a perfect pillar page with all the key aspects of the topic you’re working on, link in the related content pages. Then, go to those webpages and link them back to the pillar page. This is what creates the “cluster” everyone is so eagerly aiming for.


Step 4: Link to Related Topics Once Your Pillar Page’s Authority is Established

Once your pillar page’s web authority is established, try linking related topics. For instance, if you’re working on Digital Marketing, perhaps link out to Video Marketing (or whatever topic focus is most relevant to your business and website).


Cluster Up!

Sure, keywords are still important, but topic clusters are the next evolution of SEO, and you don’t want your site getting left in the dust (or worse, the second page of search results! *shiver*).

ClickSquad has the knowledge and experience to help you create topic clusters and get you the high-quality traffic your website needs. With monthly reporting, measured analytics, and a dedicated digital marketing strategist, you get clear, measurable results.

Contact ClickSquad today at (03) 9052 5599 or click here to learn more about the services we offer.