Topics Over Keywords

Through building content within topic clusters, we’re able to capture a large amount of search traffic across an ever-increasing pool of relevant keywords/phrases, as well as creating a strong affinity of a topic against our brand.

What I’m saying here is that through aligning sets of webpages into topic clusters, you can manage the internal linking between each more efficiently and also provide a better user experience for visitors.

Building a solid information architecture is incredibly important for ranking well in organic search across a broad topic area. Creating hyper-focused clusters of content geared around a specific topic will not only help solve for that, but it’ll enable you to keep focused on creating content that your buyer persona actually cares about.

The typical way that I structure a topic cluster of content is with one larger piece of content that focuses around broadly covering the core topic, otherwise known as pillar content. Linking into the pillar content is a range of content that covers individual, more specific subtopics, otherwise known as cluster content. The cluster content will link back to the core pillar and often in between other cluster content within the same topic.

Don’t forget, search engines are pretty smart. In most cases, they don’t require you to ever mention a specific keyword in the copy of your content to understand that it’s relevant.

Shifting your focus to building content on a keyword-by-keyword basis and moving to owning topics is going to help you create better content, increase your visibility in the search engines and provide a much more positive experience for visitors.

Contact us to learn how we at Smart Media LLC can produce and deliver effective content marketing for your business.

Source - http://blog.hubspot.com/marketing/topic-clusters?utm_campaign=blog-rss-emails&utm_source=hs_email&utm_medium=email&utm_content=37158799#sm.001m0cptt1bece6nszf1zo8yuo619

Search Marketing Optimized with Focused Clusters of Content