How can content clustering enhance your SEO efforts?

Content clusters comprise of two components; a pillar page, and cluster pages:

• Pillar page - wide scope of a topic, briefly defining several subtopics
• Cluster pages – Expanding on the information from the pillar page, offering in-depth pages for each subtopic

These pages are interlinks using hyperlinks.

How Can Content Clustering Enhance SEO Efforts?

Content clusters help you optimise your content to improve user experience (SEO). As you probably know, UX is an important ranking factor. Google has focused on identifying user intent for search queries and then displaying relevant results, as we saw when Google rolled out the Hummingbird algorithm, back in 2013.

Since Hummingbird, there have been a number of algorithms and updates introduced, including RankBrain, which has helped search engines understand the context of searches using past queries and user satisfaction. Google continues to alter algorithms, making ongoing improvements, which means you may have to adjust your approach to content creation. Rather than creating content that target individual keywords, you want a user-focused content strategy that brings your website together harmoniously.

Content clusters simply the process, building an organised content scheme for your website. It improves your website hierarchy, helping google determine the website ranking of your pages.

Why Are Content Clusters Beneficial?

It's not uncommon to arrive at the supermarket to buy one or two items, only to leave with a trolley load of things. We all experience this. Your website visitors can have the same experience, when they arrive on your site to read one article, only to be interested in other relevant topics.

Content clusters help you create a blog with supplementary information around a particular topic that may be useful for your readers. It enables you to create content covering the entire purchasing funnel. A users search intent is based on where they are in their purchasing journey. Awareness stage has informational intent, they are looking for answers to their questions, while consideration stage is content that describes or compares similar products. Decision making stages require transactional intent, they are looking for the pages where they can make a purchase.

Reports show that B2B buyers read up to five pieces of content before they contact a salesperson. Content clusters make it possible to bring in relevant traffic, provide valuable information, and improve conversions.

Conclusion

Content clusters are valuable to your SEO efforts, helping you improve content relevance, providing structure to your website. They help provide a positive user experience, providing readers with an easy to understand and accessible content structure. If you are looking for a reliable digital marketing agency that can create high quality, relevant, and valuable content clusters as part of your effective SEO strategy, then give Genie Crawl a call now.