SEO 101: How To Use Topic Clusters?

Although search engines have drastically changed throughout the years, keywords are still the primary component that helps them evaluate websites individually. It is because search engine algorithms focus more on a user’s search intent rather than keyword density. As search engines become more intelligent, it also becomes difficult for businesses and digital marketers to achieve higher search engine optimization (SEO) rankings. 


However, one does not need to be a genius to improve their site’s rankings and credibility. You only need to use the right content marketing and SEO strategy in Singapore. In that case, try using topic clusters.



What Is A Topic Cluster?


Topic Cluster Model


A topic cluster refers to a group of interlinked web pages containing a blog post or content related to the “pillar content”. 


Now, what is pillar content? 


Pillar content contains information that can provide users with what they are exactly looking for on search engines. It usually gives answers or solutions to questions and problems regarding specific topics. By enhancing your pillar content, you can share valuable information with your website visitors, allowing you to improve your SEO rankings as a result.


Topic clusters make your pillar content more recognisable on search engines and rank higher. They mostly use long-tail keywords and topics that are related to your site’s pillar content. Simply put, a topic cluster and its long-tail keywords act as a support to make the main keywords more effective for SEO.


LEARN MORE: The Key to Selecting the Most Effective Long-Tail Keywords


Here are some of the benefits of using topic clusters in your webpage:


1. Adapt to the Changes in Google Algorithms

Google Search is one of the top-rated search engines because it provides users with accurate and relevant search results. With its Hummingbird update last 2013 and updated search engine algorithms, RankBrain, it can analyse the context of a user’s search query. As a result, no longer do search engines rely on keyword density for evaluating websites. 


As long as a keyword is related and relevant to the user’s search query, it will most likely appear on the first few pages of the SERPs. This moment is where topic clusters come in. Topic clusters contain long-tail keywords related to your business, thus increasing the chances for your website to reach your target consumers.


2. Improve Ranking For Pages With Similar Content

Besides web pages that contain pillar content, you should also allow other parts of your website to shine, mainly your blog posts. Blog posts and topic clusters can also become relevant search results. Not only will these help your website get more attention, but they can also boost your SEO rankings. 


How does this happen? 


Topic clusters interconnect to pillar content through links that contain similar or related information on a website. As a result, your topic clusters can redirect users to other web pages, thus improving your SEO rankings.


3. Drive More Traffic to Your Website

As you begin to rank higher because of your topic clusters, it will be easier to drive more traffic to your website. Topic clusters must contain informative and relevant content related to most search engine users’ interests. Once your visitors find what they need on your website (thanks to your topic clusters), there is a high chance that they’ll stay longer and explore other parts of your website, which in turn should reduce your bounce rates.



How To Use Topic Clusters For SEO?


Topic Clusters For SEO


1. Topic Creation

Creating topic clusters is simple, as long as you have enough knowledge of what your business is all about. Just think of subtopics that are related to your pillar content. 


For instance, OOm is a digital marketing agency that sells digital marketing services. Because of this, its blog page usually contains articles with topics related to digital marketing, such as content marketing, social media management, and SEO services in Singapore. Anything related to digital marketing can be a possible topic for your pillar content.


If you can’t formulate a good topic, try using a tool called Answer the Public. With this tool, you can find related subjects that most users are searching for online, or you can also type into Google’s search bar and check other related search results.


2. Keyword Research

When it comes to long-tail keywords for topic clusters, you can use various tools, such as Ahrefs, SEMRush, Google’s Keyword Planner, and Ubersuggest. These can help you determine which long-tail keywords would work well to boost your SEO rankings and drive more traffic to your website. Remember to ensure that each keyword you’ll pick is related to specific pillar content to make the topic cluster model work.


3. Internal Linking

Include internal links in topic clusters that will link back to the pillar content. However, avoid using links with the same anchored texts because it might result in you receiving a penalty from Google.


Internal linking is an essential part of topic clusters for SEO. It provides other web pages with contextual support to help users and search engines find valuable information on your website.


LEARN MORE: 4 Ways To Improve Your Link Building Strategy For SEO




It is true that search engines, especially Google, are now “brainier” than ever before because of the capability to understand what each website is all about. Its algorithm is like a human brain that can analyse specific content and rank pages according to their relevance. 


However, the comprehensive abilities of search engine algorithms are limited, unlike the human brain. There is still a tendency for a search engine crawler to leave a website immediately without fully exploring the website’s content. It usually happens when the website does not have an organised architecture or a sitemap. To help search engines better recognise your website, you should utilise the keywords related to your business through topic clusters.


Learn more about digital marketing and the effective use of keywords with the help of an SEO company in Singapore. A company’s SEO services include keyword research, which can help support your topic clusters.


Contact OOm for more information about digital marketing.