At the core of every search engine optimization (SEO) strategy, lie keywords and ultimately keyword clusters. The keywords you use to create your content are the backbone of your organic marketing strategy. The premise is: someone enters a search query on to a search engine, and after a few seconds, they see relevant results that fit what they’re looking for. And this is how it happens for most people who use the internet to look for a solution.
However, since Google and other search engines are constantly trying to improve the user’s experience, several SEO strategies have become outdated. This calls for a new marketing tactic that ensures longevity and relevance.
Here’s how The Beginner’s Guide to Marketing can help you with your keyword clusters.
Keyword Clustering = Better SEO?
Quite simply, this strategy is a way to group content thematically to create a topic cluster. They are formed from a core topic (pillar) with related subtopics (clusters). The cluster content links to the pillar page and can also link to other cluster pages.
Generally, the pillar page has detailed long form content that has extensive information on any given topic you’re trying to rank for. On the other hand, cluster pages are a more focused look on the topics listed on the pillar page. Here’s a simple example:
One Pillar Page on:
- Topic A
- Topic B
- Topic C
Followed by:
- One Cluster Page on Topic A
- One Cluster Page on Topic B
- One Cluster Page on Topic C
This strategy helps you build authority on the pillar page. Modern-day digital marketers, such as Pendragon Consulting, started using this strategy because they noticed that even though some businesses had an impressive digital footprint and a good rank for a range of topics, they still couldn’t rank on the top spot.
Some reasons for this happening were:
- The best content on a specific topic wasn’t listed in the blog directory on a given website; it was often a selected block of text in any blog or article
- The content related to the pillar page wasn’t linked
- Several websites were competing for a given keyword
- The content on pillar pages was poorer than the ones on cluster pages
Keeping a Track of the Content You Post
When you manage your content with a keyword cluster strategy, not only do you ease up the process of creating a content calendar but you also gain a deeper understanding of your target market.
You create cluster pages for every specific step, which entertains prospective customers that are on different stages of the buyer’s journey.
Marketing for Beginners
Reorganizing your website for pillar pages and cluster pages can be an overwhelming task that won’t happen overnight. Start with the most valuable and well-written blogs and articles and start creating clusters for them. However if you’re still confused, Beginner’s Guide to Marketing is here to save the day! We are a platform dedicated to helping marketing professionals solve their problems with informative podcasts, courses, coaching and books!
Check out our book series on Amazon, or visit our blog section to find even more awesome content to help boost your marketing knowledge! Have a question you’d like answered or a topic you’d like us to write on? Send us a secure message via our Contact Us page.
