Topic Clusters: Moving towards Smart SEO


May 22, 2024


5 min read

Getting ahead of the curve and maintaining it is essential for companies looking to sustain their online presence and draw in targeted visitors in the ever-changing world of digital marketing.

Topic clusters are one of the newest tactics that completely change how the material is organized and search engine optimized. As search engines become more complex and user behavior changes, more sophisticated and purposeful content-organizing techniques replace keyword-focused approaches.

This in-depth tutorial will explore the history of SEO, the rise of subject clusters, their advantages, and how to implement this cutting-edge tactic.

Evolution of Algorithms and Search Behavior

The main objective for marketers and content providers has always been to rank well in search engines. However, due to changes in user behavior and technical improvements, the search engine optimization (SEO) field has seen substantial changes.

Historically, SEO tactics centered on keyword optimization to boost search engine visibility. However, as search engines evolved, relying solely on keywords became inadequate for delivering valuable and relevant content to visitors.

Changes in search behavior, including longer, conversational queries due to voice searches and larger mobile displays, have significantly influenced SEO tactics. This shift towards long-tail keywords reflects a desire for more precise and contextually relevant search results.

Introducing Topic Clusters

A new approach to content organization and optimization has emerged in response to these changes: topic clusters. A topic cluster is a tactical clustering of interlinked web pages centered around a specific subject relevant to a brand or business.

This organizational framework consists of three main elements:

1. Pillar Topic: The pillar topic serves as the central hub or overview of the subject matter. It should provide a broad overview of the topic and act as a guide for navigating the cluster.

2. Related In-Depth Pages: These pages delve deeper into specific aspects or subtopics of the pillar topic. Each page focuses on a particular aspect of the overarching subject and provides detailed information and insights.

3. Hyperlinks: Hyperlinks serve as the connective tissue that binds the cluster. The pillar page links out to each of the related in-depth pages, and in turn, each in-depth page must link back to the pillar page, creating a cohesive and interconnected network of content.

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Benefits of Topic Clusters

Embracing the topic cluster model offers a myriad of merits for businesses seeking to boost their SEO efforts and improve their online visibility:

1. Improved Relevance and Authority: Websites can demonstrate a comprehensive understanding of the subject by organizing content around broad topics rather than isolated keywords. This holistic approach enhances relevance, authority, and credibility in the eyes of search engines, leading to better rankings and increased visibility.

2. Enhanced User Experience: Topic clusters facilitate a more intuitive and user-friendly browsing experience by organizing content logically and structure. Visitors can easily navigate between related pages, find the necessary information, and delve deeper into specific topics of interest.

3. Increased Traffic and Engagement: Higher search rankings and improved visibility translate into increased organic traffic and engagement. By providing valuable and comprehensive content that meets the needs of their ideal target audience, businesses can gain more visitors to their websites and keep them engaged for extended periods.

4. Greater Efficiency and Consistency: The topic cluster method streamlines content creation and optimization efforts by focusing on cohesive themes and topics. This systematic approach ensures consistency across all content assets and eliminates redundancy, making it easier for search engines to find, crawl, and index the website.

5. Enhanced Conversion Opportunities: Topic clusters can help nurture leads and drive conversions by guiding visitors through a structured journey of related content. By providing comprehensive information and addressing common pain points of users, businesses can establish trust and credibility with their audience, making visitors more likely to take desired actions.

Successful Topic Cluster Examples


Many brands have successfully implemented topic clusters to bolster their SEO efforts and establish themselves as authorities in their respective industries. Let’s explore a few notable examples:

1. Typeform: Typeform, a SaaS brand, has created well-organized and visually appealing topic clusters, such as their cluster on brand awareness. With an emphasis on aesthetic design and readability, Typeform’s clusters provide users with a seamless browsing experience and comprehensive information on relevant topics.

2. Help Scout: Help Scout’s topic cluster on email marketing exemplifies clarity and usability. Through an airy design and intuitive navigation, Help Scout has curated a valuable resource that addresses the diverse needs of their audience, from beginners to advanced practitioners.

3. Population Healthier: Athenahealth’s sponsored content published in The Atlantic, titled Population Healthier, showcases the versatility of topic clusters. With interactive elements and a strategic placement as sponsored content, Population Healthier effectively engages readers and provides actionable insights on healthcare topics.

How to Create Topic Clusters


Implementing topic clusters requires a strategic approach and careful planning. Here’s a detailed step-by-step guide to creating and optimizing topic clusters for your website:

1. Identify Pillar Topics: Choose broad subjects that resonate with your audience and align with your business goals, forming the core for your content clusters and overarching areas.

2. Perform Keyword Research: Conduct thorough keyword research to identify long-tail keywords and subtopics related to your pillar topics. Tools like Wordtracker can help you uncover relevant keywords and phrases that conform with your SEO content strategy.

3. Organize Content: Sort your content into clusters surrounding similar themes and topics. Decide which pages are the main content and which are detailed supporting pages, ensuring all content provides valuable insights into the broader topic.

4. Create Internal Links: Establish internal links between pillar pages and related in-depth pages to create a cohesive content network. Use consistent anchor text and strategically place links to guide visitors through the cluster and improve navigation.

5. Monitor Performance: Observe the performance of your topic clusters over time, monitoring key metrics such as search rankings, organic traffic, and engagement. Use this data to refine your content strategy, identify areas for improvement, and optimize your clusters for maximum impact.


In today’s rapidly evolving digital world, a business’s capacity to stay ahead of the curve is critical. By adopting cutting-edge techniques like topic clusters, businesses may improve their SEO, increase their online presence, and create audience-specific content.

Utilizing performance assessments and internal linkages can help organizations establish authority in their sectors and attain sustained growth. Investigate our full-service marketing solutions for different industries to discover the possibilities of subject clusters for your company’s digital transformation.

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