Topic clustering is a popular approach for building topic authority in SEO. It not only helps keep content organized and easy to expand but also encourages SEOs to prioritize user intent and relevance over just focusing on ranking for specific keywords. However, while topic clustering is becoming more common in SEO, not everyone is doing it well. In this article, we will discuss some common mistakes in topic clusters and explain the benefits of a better approach.
- Missing internal linking and other UX opportunities: Incorporating a cluster into your main site should consider the customer journey and weave the content into the user experience in a way that is intuitive and helpful. Utilize internal linking to connect related content and make it easier for users to navigate through your site. For example, Seventh Generation could enhance user experience by placing relevant blog posts near product review sections to provide additional context.
- Staying too shallow (or going too deep) with the clusters: Finding the right depth for your clusters is crucial. Ensure that your clusters are detailed enough to establish authority but not so detailed that they lose user engagement. Avoid covering topics that do not connect back to your products or services. For example, a topic cluster on laundry detergent could delve into subtopics like stain management for different types of clothing.
- Hitting on a good topic without respect for user intent: Understand and target the correct user intent with your content. Do not skip levels of intent and go straight for the sale. Create content that aligns with user queries and provides valuable information. For instance, if users are looking for educational content on organic products, explain the differences in ingredients rather than just linking to a product page.
- Trusting the content to speak for itself: Build authority through your content authors by creating bio pages, featuring guest experts, and providing detailed information about the brand and its leaders. Users should know who is producing the content and view them as sources of expertise and authority.
- Forgetting to refresh and update your clusters: Constantly evolve your clusters by incorporating new content, building out new sub-clusters, and updating existing content to reflect changes in trends or user queries. Have a cadence for assessing and refining your clusters to ensure they remain relevant and engaging.
Creating meaningful content experiences for users with topic clusters involves focusing on creating valuable, user-centric content pieces that are meaningfully connected to improve SEO performance and foster stronger relationships with your audience.
FAQs:
- What is topic clustering in SEO?
Topic clustering is an approach that involves organizing content around broad themes to build topic authority in SEO. - How can internal linking improve user experience?
Internal linking connects related content on a website, making it easier for users to navigate and discover relevant information. - Why is it important to understand user intent in content creation?
Understanding user intent helps in creating content that resonates with potential customers and provides valuable information based on their queries. - How often should clusters be updated?
Clusters should be constantly evolving, with new content incorporated and existing content updated to reflect changes in trends or user queries. - What are some ways to build authority through content authors?
Building authority through content authors can be achieved by creating bio pages, featuring guest experts, and providing detailed information about the brand and its leaders.