Establishing topic authority has become essential in competitive SEO across all industries. But how can you manage to make your clients an authority in their niche?
Our white label SEO team recommends using content clusters. They will not only enhance your client’s site’s structure but also drive organic visibility, positioning your client as a trusted authority on key topics your clients care about.
What Are Content Clusters?
Content clusters are an SEO strategy where a primary pillar page covers a broad topic and is linked to several in-depth, related subtopics known as cluster pages. Each cluster page dives deep into specific aspects of the main topic, creating a comprehensive network of interlinked content.
For example, if your client’s site focuses on digital marketing, a pillar page could cover “Digital Marketing Strategies”. Cluster pages would then address specific strategies, like social media marketing, email marketing, or SEO optimisation, each linking back to the pillar. This interlinking structure signals to search engines that your client’s site covers the topic comprehensively, helping it rank higher in search results.
The Benefits
With clusters, your client’s site is viewed as an authoritative source, as it thoroughly covers all facets of the main topic. Search engines also reward structured and comprehensive content. By linking subtopics to a pillar, you create a web of relevance that search engines can understand and rank more favourably.
Once a pillar page is established, new cluster pages can be created over time, allowing for easy expansion on a topic without disrupting the existing site structure.
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How to Build Content Clusters
Building a content cluster requires a mix of strategic planning, keyword research and content development. Start with a broad, high-volume topic relevant to your client’s goals. The core topic will serve as the pillar page’s focus.
Use tools like Ahrefs, SEMrush or Google Keyword Planner to find related long-tail keywords. These will inspire your cluster pages, ensuring they capture search intent for various aspects of the pillar topic.
For each subtopic, decide on the content format that best suits the topic (e.g. blog post, guide, video, infographic) and ensure it adds unique value to the pillar. Draft a detailed content plan for the cluster that complements the pillar content.
Finally, link each cluster page to the pillar page and vice versa. Use descriptive anchor text to enhance relevance and help search engines understand the connection.
If you’ve been trying to improve your client’s SEO performance, give content clusters a go. Our white label SEO team is also available to help you optimise your strategy.
