{"id":11285,"date":"2024-10-08T14:46:27","date_gmt":"2024-10-08T14:46:27","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/"},"modified":"2024-10-08T14:46:27","modified_gmt":"2024-10-08T14:46:27","slug":"topic-clusters-101-how-to-level-up-your-seo-with-examples","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/","title":{"rendered":"Topic Clusters 101: How to Level Up Your SEO (with Examples)"},"content":{"rendered":"<p>Topic clusters can strengthen your website\u2019s authority, improve SEO performance, and enhance reader experience.<\/p>\n<p>Need proof?<\/p>\n<p>Check out our content cluster on <a title=\"SEO Marketing Hub 2.0\" href=\"https:\/\/backlinko.com\/hub\/seo\/\" target=\"_blank\" rel=\"noopener\">SEO marketing<\/a>:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>This 57-page cluster provides a comprehensive knowledge hub for anyone who wants to learn SEO.<\/p>\n<p>The result?<\/p>\n<p>The content cluster ranks for over 29K keywords, driving more than 158K visitors to Backlinko\u2019s website. And it has picked up almost 165K backlinks.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>In this guide, you\u2019ll learn how to build topic clusters like this one. We\u2019ll share benefits, examples, and tactical tips to help you get started.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#What_Is_a_Topic_Cluster\" >What Is a Topic Cluster?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#Core_Components_of_a_Topic_Cluster\" >Core Components of a Topic Cluster<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#Pillar_Pages\" >Pillar Pages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#Cluster_Content\" >Cluster Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#Internal_Links\" >Internal Links<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#How_Do_Topic_Clusters_Help_Your_SEO_Efforts\" >How Do Topic Clusters Help Your SEO Efforts?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#4_Topic_Cluster_Examples_to_Show_You_How_Its_Done\" >4 Topic Cluster Examples to Show You How It\u2019s Done<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#1_Mazes_Guide_to_UX_Research\" >1. Maze\u2019s Guide to UX Research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#2_Hotjars_Complete_Guide_to_Heatmaps\" >2. Hotjar\u2019s Complete Guide to Heatmaps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#3_Creative_Lives_Ultimate_Guide_to_Photography\" >3. Creative Live\u2019s Ultimate Guide to Photography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#4_Chameleons_Guide_to_Digital_Adoption_Platforms\" >4. Chameleon\u2019s Guide to Digital Adoption Platforms<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#How_to_Create_a_Topic_Cluster_in_6_Steps\" >How to Create a Topic Cluster in 6 Steps<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#1_Create_a_List_of_Topics\" >1. Create a List of Topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#2_Find_Target_Keywords\" >2. Find Target Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#Start_your_keyword_research\" >Start your keyword research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#3_Document_Your_Pillars_and_Clusters\" >3. Document Your Pillars and Clusters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#4_Create_Pillar_Pages_and_Cluster_Content\" >4. Create Pillar Pages and Cluster Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#5_Build_an_Internal_Linking_Structure\" >5. Build an Internal Linking Structure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#6_Measure_Cluster_Performance\" >6. Measure Cluster Performance<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/08\/topic-clusters-101-how-to-level-up-your-seo-with-examples\/#Enhance_Your_Content_Strategy_with_Topic_Clusters\" >Enhance Your Content Strategy with Topic Clusters<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_a_Topic_Cluster\"><\/span>What Is a Topic Cluster?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A topic cluster is a group of pages covering a single topic or theme in detail.<\/p>\n<p>This strategic approach links several pages that discuss one aspect of the topic. A central <a title=\"Pillar Pages: How to Create One + Examples\" href=\"https:\/\/backlinko.com\/pillar-pages\" target=\"_blank\" rel=\"noopener\">pillar page<\/a> then brings all these subpages together to cover the topic broadly.<\/p>\n<p>Let\u2019s understand this concept better with one of Backlinko\u2019s top-ranking content clusters on <a title=\"YouTube Marketing Hub\" href=\"https:\/\/backlinko.com\/hub\/youtube\" target=\"_blank\" rel=\"noopener\">YouTube marketing<\/a>.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>This content hub covers six themes for YouTube marketing, including creating a channel, making videos, and optimizing your channel.<\/p>\n<p>Each theme is a content cluster with multiple articles covering relevant subtopics.<\/p>\n<p>For example, the cluster \u201cOptimize Your YouTube Videos\u201d covers keyword research, your title and description, engagement signals, and more.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>This topic cluster\u2019s performance speaks for itself.<\/p>\n<p>Ranking for over 17K keywords with a strong backlink profile of almost 7K links, it has significant search visibility for YouTube-related topics.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Core_Components_of_a_Topic_Cluster\"><\/span>Core Components of a Topic Cluster<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A topic cluster strategy includes three core elements:<\/p>\n<p><strong>Pillar page:<\/strong> A central page with chapters or sub-sections linking to all the cluster articles<br \/>\n<strong>Cluster articles:<\/strong> Individual pages targeting specific subtopics and keywords related to the topic<br \/>\n<strong>Internal links:<\/strong> Connections between the pillar page and cluster articles to organize the topic cluster<\/p>\n<p>Let\u2019s see a visual example to understand how these elements work together.<\/p>\n<p>Think of a topic cluster as a subway network.<\/p>\n<p>The main topic is the central station, and subtopics are stations across the city. These smaller stations are connected to the central station and to each other through internal links, building a large network (or cluster).<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Pillar_Pages\"><\/span>Pillar Pages<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A pillar page consolidates all the themes covered in cluster articles. These pages offer a broad overview of the topic and direct readers to more in-depth resources.<\/p>\n<p>You can structure a pillar page in different ways.<\/p>\n<p>One way is to create an introductory page that sets the context for the topic with a high-level overview.<\/p>\n<p>It links to individual \u201cchapters\u201d or cluster articles to help readers explore subtopics one by one.<\/p>\n<p>Like this guide on knowledge bases by Help Scout.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>When designing your pillar and cluster pages, you can also add these chapters in a table of contents block on either side of the page.<\/p>\n<p>Or create a navigation bar with tabs for every chapter, like this topic cluster by Whatfix:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>You can also create a comprehensive guide with multiple subsections linked in a table of contents. Then, contextually link other articles in the cluster throughout this guide.<\/p>\n<p>Our <a title=\"Link Building for SEO: The Definitive Guide (2024)\" href=\"https:\/\/backlinko.com\/link-building\" target=\"_blank\" rel=\"noopener\">definitive guide on link building<\/a> follows this structure:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Cluster_Content\"><\/span>Cluster Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A cluster includes a set of articles, each focusing on a specific subtopic tied to the larger theme of your cluster.<\/p>\n<p>Each article is connected to other cluster articles AND the pillar page through <a title=\"Internal Linking for SEO: The Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/internal-links\" target=\"_blank\" rel=\"noopener\">internal links<\/a>.<\/p>\n<p>The goal is to build topical authority by covering different aspects of a topic comprehensively in individual articles. (More on what this means in the next section.)<\/p>\n<p>Let\u2019s see an example by the consumer advocacy group Choice.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>The \u201cmattress\u201d topic cluster includes several articles like mattress reviews, best options for different kinds of sleepers, and similar topics. Which shares all the information readers need to buy mattresses.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Internal_Links\"><\/span>Internal Links<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Internal links connect all the content within a topic cluster. They build context around how each article is relevant to the pillar page.<\/p>\n<p>And make it easy for users (and search engines) to navigate between them.<\/p>\n<p>Consider these links as routes connecting the substations to each other and to the central station.<\/p>\n<p>These links let readers find different articles in a cluster contextually. Instead of going back to the pillar page and searching for the next chapter.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Do_Topic_Clusters_Help_Your_SEO_Efforts\"><\/span>How Do Topic Clusters Help Your SEO Efforts?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Topic clusters can improve your SEO performance and enhance the user experience on your website. It\u2019s a win-win.<\/p>\n<p>Here\u2019s how:<\/p>\n<p>Topic clusters build topical authority and establish credibility for your site.<\/p>\n<p>When you cover a topic extensively, you can showcase expertise through several articles. This signals to search engines (and users) that your website is an authoritative resource on the topic.<\/p>\n<p>For example, MoneyHelper has created several content clusters in the \u201cEveryday Money\u201d category. They cover personal finance topics like banking, credit, insurance, and more.<\/p>\n<p>Here\u2019s an example of the budgeting cluster with several (cluster) articles linked on the left:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>These clusters have helped establish MoneyHelper\u2019s authority on personal finance topics.<\/p>\n<p>As a result, these pages consistently appear in the \u201cPeople also ask\u201d (PAA) <a title=\"What are SERP Features?\" href=\"https:\/\/backlinko.com\/hub\/seo\/serp-features\" target=\"_blank\" rel=\"noopener\">SERP feature<\/a> for over 1,500 keywords.<\/p>\n<p>In other words, search engines consider this website a helpful resource for answering questions related to personal finance.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Clusters can also increase your visibility in search results in a wider sense.<\/p>\n<p>Since each article targets a different set of keywords, your site can rank for multiple keywords. Giving you more opportunities to capture organic (unpaid) traffic.<\/p>\n<p>Besides, a pillar page can fulfill a range of <a title=\"Search Intent and SEO: A Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/search-intent\" target=\"_blank\" rel=\"noopener\">search intents<\/a>, while the cluster articles target more specific intents.<\/p>\n<p>For example, this pillar page by Swimmingpool.com covers different steps for building a pool:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>The page targets different search intents, such as:<\/p>\n<p><strong>Informational:<\/strong> Talks about different pool types<br \/>\n<strong>Commercial:<\/strong> Shares the best pool features and accessories<br \/>\n<strong>Transactional:<\/strong> Offers tips for finding the right contractor<\/p>\n<p>Semrush\u2019s <a title=\"Organic Research: Keyword Rank Checker\" href=\"https:\/\/www.semrush.com\/analytics\/organic\/\" target=\"_blank\" rel=\"noopener\">Organic Research<\/a> report also reveals that the page ranks for keywords of varying intent:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>This approach can even make your content production processes more efficient.<\/p>\n<p><a title=\"Usman Akram - Omniscient Digital | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/usman-akram5000\/\" target=\"_blank\" rel=\"noopener\">Usman Akram<\/a>, Organic Growth Strategist at Omniscient Digital, explains how topic clusters can benefit content teams:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p>\u201cTopic clusters also help content teams produce more quality content with reduced effort. Batching closely related topics together in terms of production timeline can avoid duplication of effort around research. This process makes it easier to consolidate subject matter expertise once and reuse whenever required.\u201d<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Topic clusters can also enhance the user experience by effectively organizing content on your website.<\/p>\n<p>Instead of covering random topics, you build a systematic content hierarchy. Use internal links to help readers understand this hierarchy and navigate your content to get the desired value.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_Topic_Cluster_Examples_to_Show_You_How_Its_Done\"><\/span>4 Topic Cluster Examples to Show You How It\u2019s Done<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s break down four topic cluster examples to understand how they work:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Mazes_Guide_to_UX_Research\"><\/span>1. Maze\u2019s Guide to UX Research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><strong>Number of articles:<\/strong> 13<br \/>\n<strong>Standout feature:<\/strong> A playbook format with progress indicators<\/p>\n<p><a title=\"What is UX Research, Why it Matters, and Key Methods | Maze\" href=\"https:\/\/maze.co\/guides\/ux-research\/\" target=\"_blank\" rel=\"noopener\">Maze\u2019s guide to UX research<\/a> presents a unique example of topic clusters.<\/p>\n<p>Instead of building a single pillar page, each article includes a list of chapters in the cluster.<\/p>\n<p>So, readers can jump to any article they want to read. Each article is detailed enough to give readers context about other topics covered in the cluster.<\/p>\n<p>Each article also links to other relevant content on the Maze blog, connecting even more pages to the topic cluster.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>A unique feature of this cluster is the progress indicator.<\/p>\n<p>As you read an article and hit next, your progress is updated on the list of chapters (a sticky table of contents on the left-hand side). This is a <a title=\"Visibility of System Status (Usability Heuristic #1)\" href=\"https:\/\/www.nngroup.com\/articles\/visibility-system-status\/\" target=\"_blank\" rel=\"noopener\">crucial UX component<\/a> to inform readers about how much of the guide they\u2019ve covered.<\/p>\n<p>Semrush\u2019s Organic Research report indicates that the UX research content cluster consistently ranks for almost 930 keywords.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"2_Hotjars_Complete_Guide_to_Heatmaps\"><\/span>2. Hotjar\u2019s Complete Guide to Heatmaps<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><strong>Number of articles:<\/strong> 9<br \/>\n<strong>Standout feature:<\/strong> Cluster articles organized as tabs for easier navigation<\/p>\n<p><a title=\"What Are Heat Maps? A Guide to Heatmaps &amp; How to Use Them\" href=\"https:\/\/www.hotjar.com\/heatmaps\/\" target=\"_blank\" rel=\"noopener\">Hotjar\u2019s guide on heatmaps<\/a> is another multi-chapter topic cluster.<\/p>\n<p>This example includes a detailed pillar page to build context around the topic.<\/p>\n<p>Each cluster article covers a unique topic about heatmaps, such as:<\/p>\n<p>Examples<br \/>\nHow to use<br \/>\nClick maps<br \/>\nScroll maps<br \/>\nMove maps<\/p>\n<p>These articles collectively rank for 530+ keywords. Driving 1.3K website visits every month.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"3_Creative_Lives_Ultimate_Guide_to_Photography\"><\/span>3. Creative Live\u2019s Ultimate Guide to Photography<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><strong>Number of articles:<\/strong> 16<br \/>\n<strong>Standout feature:<\/strong> Links to more resources at the end of each cluster article<\/p>\n<p><a title=\"The Ultimate Guide to Photography\" href=\"https:\/\/www.creativelive.com\/photography-guides\" target=\"_blank\" rel=\"noopener\">Creative Live\u2019s ultimate guide to photography<\/a> is designed as a beginner-level course on photography.<\/p>\n<p>Each cluster page educates readers about one aspect of photography, such as lighting, aperture, exposure bracketing, and more. Every article ends with a list of resources to explore the topic further.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>A table of contents on the right side of your screen makes it easy to access other articles in this cluster.<\/p>\n<p>The cluster frequently features in the PAA box. These pages answer commonly asked questions for over 300 keywords.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"4_Chameleons_Guide_to_Digital_Adoption_Platforms\"><\/span>4. Chameleon\u2019s Guide to Digital Adoption Platforms<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><strong>Number of articles:<\/strong> 22<br \/>\n<strong>Standout feature:<\/strong> Videos and TL;DR boxes to simplify the reader experience<\/p>\n<p><a title=\"What are Digital Adoption Platforms? | Chameleon\" href=\"https:\/\/www.chameleon.io\/buyers-guide\/digital-adoption-platforms\" target=\"_blank\" rel=\"noopener\">Chameleon\u2019s guide on digital adoption platforms<\/a> is another great example of using chapters to organize a topic cluster.<\/p>\n<p>Positioned as a \u201cbuyer\u2019s guide,\u201d this content cluster includes four main sections.<\/p>\n<p>Each section covers specific subtopics to help readers understand and choose a digital adoption platform.<\/p>\n<p>Some articles contain a helpful TL;DR box to summarize the content, while others include videos where the company\u2019s founder explains the topic.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Create_a_Topic_Cluster_in_6_Steps\"><\/span>How to Create a Topic Cluster in 6 Steps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s no one-size-fits-all approach to building topic clusters.<\/p>\n<p>Your process can change based on the type of website you\u2019re working on\u2014whether it\u2019s brand new or well established.<\/p>\n<p>How much you can invest in this <a title=\"What Is a Content Strategy?\" href=\"https:\/\/backlinko.com\/hub\/content\/content-strategy\" target=\"_blank\" rel=\"noopener\">content strategy<\/a> is another deciding factor.<\/p>\n<p>Considering these aspects, let\u2019s walk you through a customizable six-step workflow for creating topic clusters from scratch.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Create_a_List_of_Topics\"><\/span>1. Create a List of Topics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Many SEOs start with keyword research when building topic clusters.<\/p>\n<p>But instead of letting keywords dictate your strategy, you should first identify topics where you want to establish authority.<\/p>\n<p>Think about:<\/p>\n<p>Your audience\u2019s core pain points<br \/>\nThe solutions you offer<\/p>\n<p>If you can, speak to your customers directly to understand what matters most to them.<\/p>\n<p><a title=\"Sean Potter - Organic Content &amp; SEO Lead - Hotjar | by Contentsquare | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/sean-potter-profile\/\" target=\"_blank\" rel=\"noopener\">Sean Potter<\/a>, the head of SEO at Hotjar, explains how the team relies on customer interactions to find ideas for topic clusters:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p>\u201cKeyword tracking tools are a part of the puzzle. But I think many SEOs rely way too heavily on them. A big part of our job is actually speaking to customers by running quarterly interview sessions. We also send surveys to interview existing customers and learn how our content helped them use Hotjar. Additionally, we survey the non-Hotjar users to discover what topics and formats they want to see in our content.\u201d<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>You can also map your solutions to user pain points to identify high-value topics that resonate with your audience.<\/p>\n<p>Here\u2019s how this could look for Hotjar:<\/p>\n<div class=\"table-responsive\">\n<p>User Pain Points<br \/>\nHotjar\u2019s Solutions<br \/>\nHigh-Value Topics<\/p>\n<p>Lack of visibility into user behavior on the website<br \/>\nHeatmaps and feedback surveys<br \/>\nBehavior analytics, website user experience<\/p>\n<p>Understanding why users drop off or abandon their carts<br \/>\nSession recordings<br \/>\nCustomer experience, cart abandonment<\/p>\n<p>Struggling to optimize web design for better conversions<br \/>\nHeatmaps, click maps, and scroll maps<br \/>\nConversion rate optimization<\/p>\n<\/div>\n<p>Once you have a good list of ideas, prioritize them based on relevance to your business. Instead of covering broad and generic themes, focus on topics that can attract high-intent visitors.<\/p>\n<p>For example, let\u2019s say you run a company selling eco-friendly products.<\/p>\n<p>Here are two topic cluster ideas:<\/p>\n<p><strong>Eco-friendly home renovation tips:<\/strong> Focused and targets your ideal customers<br \/>\n<strong>Indoor plants for home decor:<\/strong> Unfocused and not entirely relevant to your business<\/p>\n<p>Then, dig deeper into your ideas with <a title=\"Free Keyword Research Tool by Backlinko\" href=\"https:\/\/backlinko.com\/keyword-research\" target=\"_blank\" rel=\"noopener\">keyword research<\/a> to understand a cluster\u2019s SEO potential.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Find_Target_Keywords\"><\/span>2. Find Target Keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For each topic, identify all of the possible keywords you can rank for.<\/p>\n<p>This includes variations and <a title=\"Free Keyword Research Tool by Backlinko\" href=\"https:\/\/backlinko.com\/hub\/seo\/long-tail-keywords\" target=\"_blank\" rel=\"noopener\">long-tail keywords<\/a> to cover this topic from multiple angles.<\/p>\n<p>How can you find these keywords?<\/p>\n<p>Start with Backlinko\u2019s <a title=\"Free Keyword Research Tool by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/keyword\" target=\"_blank\" rel=\"noopener\">free keyword research<\/a> tool to discover relevant keywords for your topics. Simply enter your seed terms, and you\u2019ll get a list of 20 keywords for free.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Pro tip:<\/strong> Focus on broad, high-level keywords for pillar pages and long-tail keywords for cluster articles. A broad keyword allows you to cover multiple aspects of a topic, while a long-tail keyword covers a narrow topic. <\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><a title=\"Keyword Surfer - Chrome Web Store\" href=\"https:\/\/chromewebstore.google.com\/detail\/keyword-surfer\/bafijghppfhdpldihckdcadbcobikaca\" target=\"_blank\" rel=\"noopener\">Keyword Surfer<\/a> is another free tool for finding new keyword ideas.<\/p>\n<p>Just install the browser extension and search for any keyword. On the right side of your screen, you\u2019ll see a list of related terms with their search volume:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>If you want to conduct a more customized search and access more metrics, Semrush\u2019s <a title=\"Keyword Generator by Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/\" target=\"_blank\" rel=\"noopener\">Keyword Magic Tool<\/a> is a good option.<\/p>\n<p>Start with a seed keyword related to your topic cluster. This should be a broad term to identify as many keywords as possible.<\/p>\n<p>(You can also add your website to get personalized keyword recommendations based on your domain authority.)<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>You\u2019ll then get a list of keywords with metrics like:<\/p>\n<p><strong>Intent:<\/strong> Categorizes the search intent for each keyword as commercial, informational, navigational, or transactional<br \/>\n<strong>Volume:<\/strong> Estimates the average monthly searches for each keyword<br \/>\n<strong>Keyword difficulty:<\/strong> An estimate of how hard it would be to rank for each keyword in search results (a higher percentage indicates higher difficulty)<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>How do you find the right keywords for your site from this long list?<\/p>\n<p>Here\u2019s how:<\/p>\n<p><strong>Filter by search intent:<\/strong> Focus on keywords that align with your content goals. For example, prioritize keywords with informational intent if you\u2019re creating how-to guides. For conversion-focused content, target commercial (and in some cases transactional) keywords.<br \/>\n<strong>Set volume thresholds:<\/strong> Establish minimum and maximum volume thresholds based on your site\u2019s authority. You can also aim for a mix of high and low volume keywords based on your content production bandwidth and goals.<br \/>\n<strong>Use difficulty as a guide:<\/strong> For newer sites, pick keywords with lower difficulty scores. As your site gains authority, you can gradually target more competitive keywords.<\/p>\n<p>In this case, \u201chome renovation contractors\u201d is a good keyword for building a cluster.<\/p>\n<p>With a 59% difficulty score and 4,400 search volume, you can use this keyword as a starting point to create multiple cluster articles on hiring contractors.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Click on the window icon next to this keyword for an overview.<\/p>\n<p>You can find related terms and questions to build cluster articles. This overview also offers a snapshot of the top-ranking results for this keyword.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>After shortlisting this keyword (along with relevant variations and related keywords), repeat all the steps using \u201chome renovation contractors\u201d as the seed keyword. This will help you find more target keywords for this cluster.<\/p>\n<p>Then, repeat this step for other keywords you found in the first list (like \u201chome renovation lenders\u201d) to plan new clusters.<\/p>\n<div class=\"sc-semrush-cta semrush-form\">\n<h3><span class=\"ez-toc-section\" id=\"Start_your_keyword_research\"><\/span>Start your <span>keyword research<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Explore the largest keyword database.<\/p>\n<p>        <button class=\"btn btn-orange\">Analyze<\/button><\/p><\/div>\n<h3><span class=\"ez-toc-section\" id=\"3_Document_Your_Pillars_and_Clusters\"><\/span>3. Document Your Pillars and Clusters<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the easiest ways to document your pillar and cluster content ideas is with a good old spreadsheet.<\/p>\n<p>Here\u2019s an easy format for jotting down the keywords, topics, and metrics for all planned topic clusters. Customize this table and add new columns to include additional details where required.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>You can also visualize your content cluster(s) using visual workspace tools like Whimsical and Miro.<\/p>\n<p>Here\u2019s a flowchart of our above example:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Alternatively, you can merge steps 2 and 3 to create topic clusters with Semrush\u2019s <a title=\"Keyword Strategy Builder: In-Depth Keyword Analysis\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmanager\/\" target=\"_blank\" rel=\"noopener\">Keyword Strategy Builder<\/a>. The tool gives you a detailed list of keywords for cluster pages based on a seed keyword.<\/p>\n<p>Start by entering the seed keyword you\u2019ve shortlisted. In this example, it\u2019s \u201chome renovation contractors.\u201d<\/p>\n<p>Then click \u201c<strong>Create list<\/strong>.\u201d<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>The results present several topic cluster ideas, each with a pillar page and multiple subpages.<\/p>\n<p>For example, one of the topic clusters is \u201crenovation loans.\u201d The subpages in this cluster cover topics like \u201cpersonal loan for home improvement\u201d and \u201crenovation lending.\u201d<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>You can also see the target keywords for individual pages along with top-ranking results for competitor analysis.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Note:<\/strong> If you\u2019ve already published content on your website, <a title=\"How to Run a Content Audit (6-Step Guide)\" href=\"https:\/\/backlinko.com\/hub\/seo\/content-audits\" target=\"_blank\" rel=\"noopener\">conduct a content audit<\/a> to find gaps and overlaps in your topic clusters. This is important for preventing keyword cannibalization and duplicate content.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"4_Create_Pillar_Pages_and_Cluster_Content\"><\/span>4. Create Pillar Pages and Cluster Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Plan a structure for your pillar page based on the subtopics in the cluster. This is also a good time to choose the format and layout for your pillar content.<\/p>\n<p>You should outline the headings and content to cover in each section. Also consider where to place links to the cluster pages.<\/p>\n<p>Here are a few ways to create a user-friendly design for pillar pages:<\/p>\n<p>Add links to all cluster articles at the start of the page<br \/>\nInclude a sticky table of contents for easier navigation<br \/>\nUse clear, descriptive headings and subheadings<br \/>\nImplement consistent formatting across all pages<\/p>\n<p>Here\u2019s a great example of a pillar page that shares context around the topic, then lists all the cluster articles with a brief summary:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Remember to target <strong>one primary keyword<\/strong> in every cluster article.<\/p>\n<p>For example, if you\u2019re building a topic cluster on \u201cpour-over coffee,\u201d here are a few topics you might want to cover:<\/p>\n<div class=\"table-responsive\">\n<p>Subtopic<br \/>\nPrimary Keyword<\/p>\n<p>10 Best Pour-Over Coffee Makers to Consider<br \/>\nbest pour-over coffee maker<\/p>\n<p>Ultimate Guide to Pour-Over Coffee Grind Size<br \/>\ngrind size for pour-over coffee<\/p>\n<p>How to Make Pour-Over Coffee<br \/>\npour-over coffee recipe<\/p>\n<p>10 Must-Have Pour-Over Coffee Accessories<br \/>\npour-over coffee accessories<\/p>\n<\/div>\n<p>Analyze the search results for each keyword to review the top-ranking articles. Aim to create better content that can outrank the top results.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Further reading:<\/strong> To learn how to go from keyword research to polished content, check out our guide on <a title=\"Content Writing 101: How to Create High-Quality Content\" href=\"https:\/\/backlinko.com\/hub\/content\/writing\" target=\"_blank\" rel=\"noopener\">how to create high-quality content<\/a>.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"5_Build_an_Internal_Linking_Structure\"><\/span>5. Build an Internal Linking Structure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Internal links tie together all the pages within a topic cluster. They link the pillar page to all the cluster articles AND connect these articles to each other.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>These links have two key benefits:<\/p>\n<p><strong>Improve reader experience:<\/strong> Contextually connect articles to help readers navigate the cluster and effortlessly discover more (useful) information about a topic<br \/>\n<strong>Pass authority within a cluster:<\/strong> Link related content to pass authority from higher-ranking pages to low-ranking ones and improve their performance<\/p>\n<p>You can also add links to pages outside the cluster to keep readers hooked and increase the time users spend on your site. Making more opportunities to convert them into customers.<\/p>\n<p>As a best practice, use descriptive and relevant anchor text when linking your pillar and cluster pages.<\/p>\n<p>For example, if you want to link a page \u201cwww.brand.com\/blog\/how-to-make-pour-over-coffee\u201d:<\/p>\n<p><strong>Bad anchor text:<\/strong> click here to read our full guide<br \/>\n<strong>Good anchor text:<\/strong> check out our guide to learn how to make pour-over coffee<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Measure_Cluster_Performance\"><\/span>6. Measure Cluster Performance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can\u2019t publish an entire topic cluster and call it a day.<\/p>\n<p>Once all the pages are live, you need to take relevant actions to monitor performance and improve your ROI.<\/p>\n<p>Analyzing your topic cluster will help you:<\/p>\n<p><strong>Optimize your content:<\/strong> Identify underperforming content based on search rankings and traffic data. Then, enhance these pages by adding more insights, updating information, and improving internal links to improve your chances of securing top spots in search results.<br \/>\n<strong>Discover new ideas:<\/strong> Once your pages rank, you can find related queries to expand the cluster continuously. These insights will also reveal themes that appeal the most to your audience.<\/p>\n<p>You can measure a cluster\u2019s performance through Google Search Console.<\/p>\n<p>Go to the \u201c<strong>Search Results<\/strong>\u201d section and apply filters to see results for your cluster articles. You can define filters like queries and URLs to find the exact pages in the cluster.<\/p>\n<p>Then, you can identify the number of impressions, clicks, and keywords these pages rank for.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Semrush\u2019s <a title=\"Position Tracking: Keyword Rank Tracker Tool | Semrush\" href=\"https:\/\/www.semrush.com\/position-tracking\/\" target=\"_blank\" rel=\"noopener\">Position Tracking<\/a> tool is another option for reviewing topic cluster performance.<\/p>\n<p>To get started, just add your target keywords and track Google rankings for your pages.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>You can also add tags to each keyword.<\/p>\n<p>This makes it easier to review cluster performance through the \u201c<strong>Tags<\/strong>\u201d tab.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Enhance_Your_Content_Strategy_with_Topic_Clusters\"><\/span>Enhance Your Content Strategy with Topic Clusters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With this 6-step playbook, you\u2019re ready to create high-performing topic clusters.<\/p>\n<p>While you can modify these steps to suit your needs and budget, a good starting point is identifying relevant topics, followed by keyword research.<\/p>\n<p>As you plan your clusters and create content for every page, pay attention to the user experience. Design your pillar and cluster pages to help readers easily find relevant information.<\/p>\n<p>Wondering how to maximize your clusters\u2019 success?<\/p>\n<p>Explore our guide on <a title=\"How to Measure SEO Performance &amp; Results\" href=\"https:\/\/backlinko.com\/hub\/seo\/seo-results\" target=\"_blank\" rel=\"noopener\">measuring SEO performance<\/a> to consistently track your topic clusters and make strategic improvements.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/topic-clusters\" target=\"_blank\" rel=\"noopener\">Topic Clusters 101: How to Level Up Your SEO (with Examples)<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Topic clusters can strengthen your website\u2019s authority, improve SEO performance, and enhance reader experience. Need proof? Check out our content cluster on SEO marketing: This 57-page cluster provides a comprehensive knowledge hub for anyone who wants to learn SEO. The result? The content cluster ranks for over 29K keywords, driving more than 158K visitors to Backlinko\u2019s website. And it has picked up almost 165K backlinks. In this guide, you\u2019ll learn how to build topic clusters like this one. We\u2019ll share benefits, examples, and tactical tips to [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":11286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8,52],"tags":[],"class_list":["post-11285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko","category-marketing-blogs"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/10\/backlinko-seo-marketing-hub-2-0-2024-SbiLFF-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/10\/backlinko-seo-marketing-hub-2-0-2024-SbiLFF-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11285","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=11285"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11285\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/11286"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=11285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=11285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=11285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}