Hello everyone, it’s EkTricks, and today is another day of Content Marketing Revealed. And today, we’re going to bediscussing topic clusters.
Topic clusters work. What they are is, think of a book. You may have a book onthe subject like SEO, and then there’s multiple chapters. So online, the way atopic cluster would work is you have a main page aboutthe overall topic, like SEO, and then it goes into multiple sections, like link-building, on-page SEO, how to rank on Google really fast, how to create a site map.
That’s an example of a topic cluster. And if it works for me and other people in some of the most competitive niches, like SEO, it will work for anyother niche out there.
So here’s an example. I rank for some of the mostcompetitive keywords on Google. That shows you that content clusters or topic clusters work extremely well. And you can see it behind the scenes when you look at thingslike my overall blog and you’re really going downand digging into the pages.
You can see that there’s a lot of pages that just generate aton of traffic over time and it works extremely wellif you leverage this formula. And I’m going to go into it step-by-step. So
How Does it Work?
Well, you need one mainpage on that subject and you may cover what is that topic, how it works, why it’s important, and then you link out to other subpages that are more detailed, that cover specifictopics within that niche.
Again, I could have apage on making a cake and I can, you know, havea page on making a cake and a subtopic could bemaking a wedding cake, or making a multilayered cake.
Another subtopic could bemaking a ice cream cake. Another subtopic couldbe making a cookie cake. I don’t know if there’s such athing called the cookie cake, but I’m making it up. But you see how, in essence, you’re covering one main topic and then you go more in-depth into specifics within that topic. And that’s really how it works. And those other pages also will link back back to the main page on,let’s say
How To Make a Cake
And if you use this strategy, you can end up outrankingyour competition. So here’s what you need to do. First, you go to Ubersuggest and you type in a keyword like how to trade stocks orwhatever sector you’re in, and then you want to clickon the Content Ideas report in the left-hand navigation side.
You’ll see all the popular pages, content around that topicbased on social shares, like Facebook shares, Pinterest shares, backlinks, how many people are linking to that site, and how many estimated visitsis that article getting from Google organic traffic. Then from there, youwant to click through, go to some of thosearticles and see, all right, here’s what this page is on.
And look for themes. Do you see how many ofthe different topics cover different aspects of that subject? And if so, you can bringa lot of that content in, rewrite it, make it better versions of it, and create multiple subtopicsa round that main topic and bring it back upinto the main article.
And I know what I’m sayingcould be a little bit confusing so we have a diagram here for you. Like, let’s say you have an article on cats or kittens, right? You can end up having onepage on cats or kitten, and then you could havemany subpages on, like, how to bathe your cat,how to feed your cat.
What do You Wo When Your Cat Gets Lost?
But do you see how theyall roll up into cats, because they’re all about cats? And when you get very specific around that with your keywords, and you’refocusing each subtopic, like, how much food to give a cat,or the proper diet for a cat, when you create topics like that, they’re all more likely to rank higher because they’re allfeeding into one topic. And that also helpsyou build a lot of EAT, which is expertise, authority, and trust, which is part of Google’s algorithm.
You want to be seen as an expert, you want to be authoritative,you want that trust. By using topic clusters, what you’re going to end up finding is it’ll help with your expertise,authority, and trust. Now here’s another example for you. Here’s an example of a clusterthat only has four pages.
You could have a main page on dog collars and that main page on dog collars can talk about what a dog collar is.
Why it Works
what do people use them for, why it’s important, is it required by law, is it not, how they can help if your dog gets lost, et cetera. Like, the purpose of it. And then you can goreally specific, such as, you can have another subsection on, like, blue dog collars for animal lovers. Then another one could be ownership 101, how to get the perfect dog accessories for your furry friend.
Another one could be how to select the perfect dog collar for a Rottweiler, because there could bedifferent types of dog collars for different types of dogs.
I don’t have a dog so I don’tknow too much about them, but hopefully this helps you understand how content clusters works. And if you want some examples for this, I have quite a few of themon my blog on Sumruch.com.
Typically my guides on, like, what is SEO, what is content marketing, some of those have clusters in them. Here’s some more, like beerbrand.com/blogs/urbanbeardsman. And you can just go toa few of these places because some of these web sites have topic clusters and you can check them out, and from these URLs, you canfind quite a few of them.
As I mentioned, right, my one on SEO, that’s an example of one of them. I even have things like withinthis article on what is SEO, on topics like link-buildingand on-page SEO, which then allows my on-page SEO article or my link-building article to rank higher as well. So let’s play a little fun game. What is the basic theme of your topic cluster, right? You should have a theme.
If you don’t, you’re not going to do well. What resources can back up your theme? So, what places can you cite, source? This gives you the authority. Remember EAT, expertise, authority, trust.
Who Do You Have As Expert Quotes?
This is, again, citing sources. This makes you more credible. Can you back up your data? And, who’s your demographic? This will all give you ideason how you should be creating your content clusters out there. Of course, when you’re creating these, you need to have theoptimal link structure.
You should, from your main page, you should link to the internal pages. And then from the internal pages, you should link back up to the main page. Your anchor texts couldcontain the keywords, but also make sure it’s natural as well. When you’re creating these pages, make sure you also optimizefor SEO from your metadata to including the keywords within your body, to using all tags for images, to technical code, to schema markup.
If you’re not sure on howto get the most out of SEO, check out Sumruch.com/trainingand click on SEO Unlocked. I have a whole course thatbreaks down how to do SEO and even videos and cheat sheets and PDFs that teach you how todo on-page SEO as well.
So, next up for you, I want you to download the Pillar & Cluster Pages Work book. You can find this atneilpatel.com/training. Click on Content Marketing Unlocked, go to week two, video two,where you can download that.
In addition to that, what I want you to also do is use the Content Clusters Template to help you build more topical content, and you can find thesecheat sheets in Action items within Sumruch.com/training and click on Content Marketing Revealed week two, video two.
Now, if you have any questions, feel free and leave a comment below. thenks for reading