Topic Clusters: Do They Really Matter for SEO?

In the last few years, topic clusters have largely replaced keyword phrases as the engine behind SEO. Since Google’s Hummingbird algorithm update in 2013, which kicked off this transformation, and the Rank Brain algorithm update in 2015, search engine optimization has continued to change and adapt.

Let’s dive in and learn more about topic clusters.

What are Topic Clusters?

A topic cluster is a collection of connected articles or other pieces of information that are all focused on the same basic idea.

The purpose of topic clusters is to thoroughly cover a subject by responding to any queries that users may have about it and to strategically insert internal links to any relevant articles you may have on the topic.

For instance, the topic of your website is digital marketing. SEO is one of your primary categories. Regarding technical SEO, link building, local SEO, backlinks, etc., you have written high-quality material.

After that, you decide to build a pillar SEO page where you can connect to all of your other SEO-related content. Here, you may essentially write one post that covers all the themes in broad strokes while linking to other pages where you cover the details.

In the end, you give visitors access to a content hub where they can get all the information they need about a subject without having to look for more results on various websites.

What Advantages Do Topic Clusters Offer?

For your SEO efforts, pillar pages and topic clusters are quite helpful. Here are four ways they can benefit your company.

Enhanced authority:

One of the finest strategies to increase your authority and position your brand as a reliable information source for the chosen topic is to create topic clusters.

Improved search results:

Logically, your search results will be better as a result of the topical authority you obtain. Make sure to correctly optimize your pillar content for the keywords relevant to your specialty so that at least one of your pages appears in the top 10 of every linked SERP.

Increased revenue:

A stronger SERP presence attracts more visitors to your website, which may increase sales. Additionally, people will be more likely to buy your items as a result of subject clusters increasing your authority and trustworthiness than they would be for a company that has not yet established itself as an authority in its field.

Better UX:

Since readers can discover all the necessary information about a topic on your page, well-written topic clusters will surely result in a better user experience on your website. This removes the need to go between different web pages and keeps users on your website for a longer period.


The use of topic clusters has completely changed SEO. Based on the productive content clusters you’ve produced, your company will experience an increase in reputation, authority, and trustworthiness.

It benefits users, your website, and Google. Additionally, creating clusters is not that difficult; all you need to do is thoroughly investigate them and develop a clear action plan.



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