Thematic clusters - what relevance do they have for SEO?

If you are interested in the topic of modern SEO, you have probably already encountered the concept of thematic clusters. The discussion around modern online marketing focuses mainly on high-quality content, and it is with this that the topic clusters are linked. In this article, you will read what exactly they are, what their function is and why it is worth planning your website content precisely within the framework of clusters.

What is a thematic cluster?

Thematic clusters, in other words content hubs are a group of related content on a website. Such an assembly of related content located on different sub-pages consists of:

• pillar pagethe main text, which covers a broad subject area and focuses on general key phrases searched by web users
• cluster content, i.e. extended and more detailed articles dealing with specific topics/issues from the pillar site
• hyperlinksi.e. links between cluster elements

What does this look like in practice? Let's say you run a gluten-free food shop. Your main text will be about gluten allergies, for example. In it, you will cover a lot of different issues (including symptoms, causes, how to diagnose an allergy). You will then build up cluster content, i.e. write extended articles focusing on each of these issues separately. Of course, from the pillar page, visitors will be directed to these articles by links that will improve their navigation of the site.

How do thematic clusters help Google?

You already know that building clusters makes it easier for internet users to navigate the site. This is not their only advantage. They also help Google robots understand the hierarchy of your sites. It is also important to bear in mind that search engines increasingly understand users and are able to interpret searches not only on the basis of individual words, but also on the basis of global relevance. This is why it is so important to focus not only on specific key phrases when creating content, but above all on the needs of web users.

This will enable the introduction of the topic cluster model, i.e. the creation of related articles for long tail phrases "circulating" around a common core, such as a pillar page. This will make it easier for users to find the information they are interested in and help search engines to index it correctly.

Why are clusters created?

In summary, through thematic clusters you can:

• increase organic traffic and search engine visibility - in the short term, you can increase your visibility for the less competitive long tail keyword phrases used in content clusters. The traffic generated in this way will help you achieve higher rankings in the long term for more general phrases tailored to your business
• increase the authority of the website and build the image of an expert - High-quality, valuable content makes a website credible to Google, thus gaining higher rankings in search results. However, it is not only the Mountain View giant that will appreciate it, but also the web users visiting the site who are looking for answers to their questions.

How to create a thematic cluster?

You already know what thematic clusters are in theory. Now it's time to learn how to implement them on your website in practice.

Create a plan and identify key themes for your site

The basis you need to start with is to choose the most important topics for your business and create an action plan. Let's assume that you are running a guesthouse. The key areas you will focus on will be, for example, accommodation, event organisation, catering services. Each of the chosen subject areas can be very broad. The larger, the better, as it can consist of hundreds or even thousands of blog posts!

Prepare the 'heart' of the cluster, i.e. the pillar page

You already have a plan and know which subject areas you want to focus on. It is time to prepare a pillar page for each cluster that contains a lot of substantive content (preferably several thousand words) and is attractive to the visitor. Remember to answer the most common questions that are searched for in the context of the topic. The pillar page must be easy to read, clear and encouraging to explore the rest of the site's content. Use tables of contents and divide articles into short sections. And don't forget about calls to action, or CTAs. Don't just use them to encourage visitors to use your services or buy products. Convince them to visit other valuable resources on your website.

Time for cluster content

Think of cluster content as satellites orbiting a pillar page. These are all articles that are dedicated to topics related to the cluster's main theme. Creating cluster content is, of course the most demanding and extensive phase of cluster building. It is a long and gradual process.

When writing articles, keep in mind that your valuable content is meant to introduce the visitor to the topic, solve their problems, and answer key questions. With such articles, you will increase your credibility and build your image as an expert.

When creating cluster content remember to:

• saturate texts with long tail phrases (also include synonyms)
• make it interesting for readers, capture their attention and encourage them to share the content, e.g. on social media
• link articles both to each other and to the pillar page - internal linking supports positioning pages

How do I implement clusters on an existing site?

Do you already have a website and one that boasts a substantial number of articles? In that case, to implement theme clusters, start by auditing all the content on your site and see how you can organise it by topic. Then group your publications into categories and subcategories. This will organise the content clearly and, at the same time, create a network of links between the content. And don't forget the pillar page. It should be clear, understandable and comprehensive - at least 1,500 words.

Thematic clustering method - the way to better search engine results

Topic clusters are a surefire way to boost your site's authority and improve the experience of your visitors. Remember that quality content is a key element to positioning your site and reaching potential customers. Make it easy for them to navigate and provide all the information they need. Even if they don't use your offer immediately, they will remember you as a reliable source and come back again in time.