5 Tips on How to Use Topic Cluster and Pillar Pages to Boost Your Rankings
Tip #1. Selection of topics is important, so choose topics with your target audience’s pain points in mind
The whole concept of pillar pages and topic clusters and their success depends greatly on the topics you post about. Even if you have a lot of cluster content, if they’re about a topic that not many would be interested in, they wouldn’t serve their purpose. So put yourself in the position of your target audience or customers to figure out what questions they would be asking or what information they would be looking for online. For instance, if your website is about personal development services then you should create content that will serve as guidance for those who are aspiring to develop their skills, like “5 vital info you need to know when shifting to management career” or “The common reasons why a manager fails,” then you can plan out your topic based on such insights. Another thing to consider when creating topics is whether or not they deliver enough SEO ‘opportunity’ for you. Remember that working on cluster pieces for that topic is going to require time and effort. So make sure you choose topics and long-tail keywords that receive more than adequate searches per month.
Tip #2. Review all the content that you already have and see if it can be a topic cluster
It’s not unlikely that your website is already full of content that would work wonders as topic clusters. So before you decide to invest time in creating all new content for your topic cluster, it’s wise to step back and go through your existing ones first. Do an audit of all your content and categorize them according to their topic. You might find that creating a spreadsheet with columns for details that could help you sort your content would make the task a lot easier. Some information about the content that you might want to include are: • Type of content • Keywords used • General Topic • Sub-topic • Target audience • URL and Title • Where you plan to link it to To make the most of the content pieces that you already have, you can come up with pillar topics that the existing clusters could link back to. You might even find some content that could be expanded to be turned into pillar pages. Make sure it makes sense that the articles are linked to the pillar page and that it would not feel forced. More importantly, remember to prioritize user intent when considering the main topic for your pillar pages and choosing your topic clusters. Finally, know that content audits are not a one-time thing. It should be done regularly or at least once a year so you can better measure your performance and see where you can make adjustments or if you need to come up with new topics.
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