HubSpot says it best: “Topic clusters help more pages rank to give searchers better answers.” You see, at the core, while content is a way to rank and be found, its ultimate goal should be providing answers and solutions to your target audience. Everything should be written with that audience in mind—including your pillar pages.
A topic cluster is choosing your main topic, which should be one that can be broken down into several subtopics easily. Think of it as a way to explore a topic in-depth.
For example, let’s take Content Marketing (which the audience here is obviously interested in). Within that very broad topic you can form a cluster of topics—or subtopics—like:
Even more, you can use subheadings and formatting to answer questions, so that readers who are skimming still get the information they need.
Finding your topic clusters is more straightforward than you think. You have endless tools and data at your disposal. Inspiration is already there. Following are some strategies you can use:
Deciding what to put on your pillar page should be about organizing content in a way that makes it easier to navigate. Approach it with the intent to filter out vague search results. In essence, you are answering your audiences long-tail search queries. In fact, use questions and long-tail keywords as subtitles. For example, how do I create a content strategy?
Another approach is to determine the topics you want to rank for as a business. For example, if your business’s specialty niche is helping businesses harness the power of their accounting software, create a pillar page about the hows, whys, and benefits of using a software consulting firm that teaches your staff how to fully use their QuickBooks. Address the pain points, like how long it can take to navigate software you aren’t familiar with, and how that time can transition into a loss of profit for the company.
Your business should have the goal of staying on the forefront of content marketing and SEO. It’s crucial to stay present in an online world that can be difficult for consumers to navigate, especially because of the information overload. Use pillar pages to make it easier for your audience to find valid content that’s well organized, and to stay ranked as the ever-changing marketing landscape continues to evolve into new strategies and trends.
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