Traditional keyword-focused SEO strategies have shifted to topical based approaches. Search engines like Google use sophisticated algorithms such as Hummingbird and RankBrain to understand content contextually.
Creating topic clusters centered around content pillars, has been largely discussed in the SEO space.
What Are Content Pillars and Clusters?
Content pillars are comprehensive, long-form pieces of content that serve as a central hub for a broad topic.
Our SEO agency recommends that clients plan out content clusters and pillars before writing a single word of content!
Think of them as the foundation of a subject area that provides an in-depth overview, acting as a main resource for readers.
For example, a content pillar could be “The Ultimate Guide to Home Gardening,” which covers all the major aspects of gardening, from choosing the right soil to pest control and seasonal planting.
Content clusters are individual pieces of content that delve into specific subtopics related to the pillar content.
These cluster pages provide detailed information on particular areas and link back to the pillar page and to each other. For instance, for the home gardening pillar, cluster pages could include “How to Grow Herbs in Small Spaces,” “Choosing the Best Organic Fertilizers,” and “Dealing with Common Garden Pests.”
There are some good, and non “technical SEO” reasons to use content pillars and clusters.
Benefits of Using Content Pillars and Clusters for SEO
Improved Keyword Targeting:
Content pillars and clusters allow you to target a range of keywords, from broad terms to specific phrases.
In our gardening example, the pillar page on “Home Gardening” might target broad keywords like “gardening tips,” while the cluster page “How to Grow Herbs in Small Spaces” could target long-tail keywords such as “best herbs for small apartments.”
This approach ensures coverage of both high-volume search terms and more niche queries.
Signaling to search engines that you are an authority on the broader topic of home gardening.
Better User Experience
A well-organized pillar and cluster model guides users naturally from broad content to more specific articles, improving navigation and reducing bounce rates.
For example, a user interested in home gardening might start with the pillar page, then click through to read more about organic fertilizers or dealing with garden pests. This logical flow keeps users engaged longer, providing them with valuable information in a structured manner.
Increased Authority and Relevance:
By interlinking related content around a central theme, you demonstrate topical authority to both readers and search engines. If your gardening website thoroughly covers topics like soil types, plant care, and garden design, it signals to search engines that your site is a valuable resource for anyone interested in gardening.
Enhanced Internal Linking Structure:
A strong internal linking network helps distribute link equity throughout your website, making it easier for search engines to crawl and index your content.
For example, linking from a cluster page on “Choosing the Right Garden Tools” back to the pillar page “The Ultimate Guide to Home Gardening” reinforces the site’s content structure and improves SEO.
How to Create a Content Pillar and Cluster Strategy
Step 1: Conduct Keyword and Competitor Research
Research head keywords for your pillar pages and more specific, long-tail keywords for your cluster content.
Analyze competitors to find gaps. For example, if other home improvement sites focus mainly on kitchen and bathroom renovations, you might find an opportunity to cover less-explored topics like “Eco-Friendly Renovation Practices” or “How to Restore Historic Homes.”
Step 2: Identify Core Topics for Pillar Pages
Then, one has to identify broad and high-level topics that fulfill the search intent and queries.
For a website focused on home improvement, a pillar page could be “The Complete Home Renovation Guide.” This page would provide an overview of various renovation aspects, such as budgeting, planning, materials, and hiring contractors.
You can also use Ask the Public, a Freemium software to brainstorm both keywords and core topics.
Step 3: Create Comprehensive Pillar Content
Develop detailed pillar pages that cover the core topic thoroughly.
For example, for the “Complete Home Renovation Guide,” include sections on different types of renovations, costs, timelines, and DIY versus hiring professionals.
In your pillar content, it’s recommended to include multimedia elements like videos, infographics, hyperlinked table of contents so that it’s authoritative and helpful for users.
Step 4: Develop Cluster Content
Create cluster pages that explore subtopics in greater detail.
For the home renovation pillar, cluster content could include:
- “Top 10 Budget-Friendly Kitchen Remodeling Ideas”: Focuses on low-cost yet impactful changes like repainting cabinets or installing new lighting.
- “A Step-by-Step Guide to Bathroom Tiling”: Offers detailed instructions on choosing tiles, preparing surfaces, and laying tiles correctly.
- “How to Plan an Eco-Friendly Home Renovation”: Discusses sustainable materials, energy-efficient appliances, and green building certifications.
- “Essential Tools for DIY Home Projects”: Provides a list of must-have tools for various home renovation tasks, with tips on where to buy or rent them.
Each cluster page links back to the pillar page and to other relevant clusters, creating a comprehensive network of interlinked content.
Step 5: Optimize Content for On Page SEO
Last but not least, ensure all content is optimized with relevant keywords, meta descriptions, and internal links. These are the basics of on page SEO. Pay special attention to avoid keyword cannibalization by Googling the queries to check if similar content shows up on the serps.
Conclusion
Content pillars and clusters are powerful tools for boosting SEO rankings.
Start building your pillar and cluster strategy today to elevate your site’s authority and search engine performance.
