Why Marketers Should Know About Topic Clusters
We’re proud fans of our Vikings here in Minnesota, and no one can take away our Purple Pride! Even if you don’t have SKOL fever, you’ll find that the correlation between football analogies and SEO has been what’s missing from getting you FIRED UP about your search engine optimization strategy.
Gridiron & SEO:
I’m sure you’ve heard that blocking and tackling are the foundations of football. They are the core skills your team needs, or you risk having a losing season. Similarly, SEO should be the foundation of your marketing plan. You could have the most beautiful website with the highest quality products, but if customers can’t find your website – none of those previous things will make an impact. SEO is the cornerstone to building your inbound marketing strategy.
The way people search online changes constantly. People have grown to rely on Google to intuitively know what we want when we search for answers. While marketers have mostly stuck to using keywords to reach their customers, it’s now more important to look at an overarching topic and build out more focused content from there. Google has recognized this, which is why it has evolved its algorithm to see Topic Clusters as an important component of SEO.
What are Topic Clusters?
This is a tough question to tackle. It’d be easy to just end this blog right now and give you a broad technical answer such as,
“A topic cluster is a group of interlinked web pages. They’re built around one piece of pillar content targeting a broad topic, linked to several related but more narrowly-focused pages.”
But unless you’re an SEO master, that’s not going to break down what Topic Clusters are or how to use them as a marketer. If you’re going to start basing your content on larger topics, you’ll need to first decide on your pillar pages. These pages usually stem from the navigation tabs on your website. If we’re talking about our favorite pro football team, then the pillar page could be news, video, schedule, tickets, etc. Let’s imagine that you are the Marketing Director for The Minnesota Vikings and you want to focus your attention on the “Ticket” section of your website, knowing this could lead to an increase in ticket sales. Now that you have your pillar page picked out, you can start brainstorming content around that topic.
Get Your Thinking "Helmet" On
Think of Topic Clusters as all the potential questions your customers might have related to your broader pillar page (Tickets). What kind of questions do you think they’re asking when they’re searching for Vikings tickets? How can you make their search journey easier? Learn How to SEO Your Customer Journey Map to further understand the process your customers go through when they’re in the market to buy something. But for now, here are some examples of Topic Clusters for Tickets:
- What are the cheapest Vikings Tickets right now?
- How much are Vikings Season Tickets?
- How do I buy Vikings Tickets?
- Deals on Vikings Tickets
- Ticketmaster Vikings Tickets
- What are the best seats to sit in at the Vikings Stadium?
You’ve probably typed in similar questions when searching for services or products on Google. Don’t forget, people have begun to increasingly rely on Google to answer their questions and needs. Brainstorming and building out content like this is a game-changer! Your online searchability will improve tremendously because you’re providing relevant content to your users.
Now that you have 6 different topic clusters, it’s time to start writing content around these topics that will answer consumer questions. This could be in a blog form with a call-to-action (CTA) on the bottom of every page that encourages customers to “buy tickets,” which drives your marketing goal of increasing ticket sales. But I think you can be more creative with your CTA.
To truly optimize your topic clusters, you must interlink each related content page so Google can recognize these pages as a collection or cluster of pages. It will also be helpful to have a “related articles” sidebar on your ticket page so customers know there are other articles that can answer their questions.
Customers will start clicking deeper and deeper into your website because they find value in the information you’re providing. The longer people spend on your website, the higher your SEO ranking is for Google’s search algorithm. There are also Three Easy Ways to Search Engine Optimize Your Blog Posts if you want to further generate traffic to your website.
Not to mention, the longer your customer stays on your website, the more likely they are to create conversions and drive sales. Sounds like a touchdown that’s going to put your team in the lead!
Stop fumbling the ball with SEO and make it a top strategy in your playbook! At Three Deep, we’re here to coordinate your SEO "offense" and drive your website’s searchability to the end zone. We think you’d make a great QB!