On this episode of "Inbound & Down," co-hosts Jon Sasala and Danielle Esposito of Morey Publishing share their excitement about topic clusters, discussing how to create them and explaining why it's so important to shift your marketing strategy toward content creation around topics, rather than specific keywords.
We've talked about creating a content plan, but now you can take your content plan a step further, with the help of topic clusters. Though before we dive into what they are and how they can help your marketing strategy, we need to talk about why it's important to create a content plan that's topic-based rather than keyword-based.
The way people interact with search engines has changed. Instead of typing a keyword such as "inbound marketing," people use long-tail keywords, like "inbound marketing agency." In response, Google introduced its search engine algorithm Rank Brain, which looks at what a searcher types, and delivers an answer to what they're asking.
So, it only makes sense that we, as inbound marketers, create content around topics, rather than just keywords. The best way to do that? Topic clusters.
Topic clusters are collectives of content created around one main topic. Think of them as webs, with the main term you want to rank for in the center, and tributary branches of other related terms.
"So we have a client and we want them to rank for these five general, difficult, keywords," explains Sasala, creative director at Morey Publishing. "How are we going to do that? First thing we'll do is produce a 10x blog post that is the quintessential and definitive answer for what we're trying to rank for. Then we would go out and produce related content, so it's a similar topic, and we would make sure that when we publish that related topic blog post, that it's linking back to that center of the campaign."
Linking to the "pillar page" tells search engines it's the authority on this topic, which is great for your rankings.