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Topic Clusters: The Next Evolution of Content Strategy

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People don’t search like they used to. Does your SEO strategy reflect this changing behavior? Meet the topic cluster model: an SEO strategy that focuses on topics — as opposed to keywords — to improve your site’s architecture, make it easier for Google to discover related content, and ultimately, boost your search engine visibility. Learn more about the future of content strategy and SEO tools: http://hubs.ly/H07XZSs0

Consider how the average website grows. You start with a homepage, product pages, and a blog. You decide to target a keyword, but learn there are more than 1,000 long-tail variations of that term, meaning you’re stuck writing post after post to capture the search traffic. And in the end, your site becomes repetitive, bloated, and disorganized.

In the topic cluster model, each grouping covers a single topic. You have one larger piece of content — we’ll call this the pillar — that broadly outlines the topic, and a defined group of cluster content focused on specific long-tail keywords.

The pillar links to each cluster page, while the cluster links back to the pillar — each time with the same hyperlinked keyword. That way, when one page performs well, the entire topic cluster gets a boost.

It’s all about helping web crawlers make connections.

Topic clusters signal to Google that there’s a semantic relationship between the content — and more importantly — that you’re a trusted authority on the topic, worthy of a top spot.

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