how to organize your strategy – WAU
Topic Cluster aims to boost results in a Content Marketing strategy. See the best way to organize your strategy using the Topic Cluster tool on the Websites Are Us Platform.
Topic Cluster is one of the most effective content marketing strategies today for a simple reason: it is proof that you have a content network on a topic.
In addition to being a way to reach Google’s top position for difficult keywords, topic clusters show the market that you are the authority on a topic.
We have content that explains in more detail what a Topic Cluster is and why it is so effective, so here I will briefly address its definition and skip to the practical part, combined?
How a Topic Cluster Works
A Topic Cluster strategy aims to boost ranking results to a keyword specific, normally the one of greatest importance and difficulty for your market.
The structure of a Topic Cluster is composed of 3 elements: pillar content, satellite content and internal links.
It is your main content, made to rank for the keyword chosen as the objective of the entire strategy.
Pillar content must be complete, rich in information and address several developments of the main keyword.
An example of our main content is the post on Digital Marketing, our most important keyword:
With more than 10,000 words, it addresses digital marketing from a general perspective and contemplates the main themes related to this keyword:
It is a very complete post, but one that doesn’t get to go very deep in each development of the theme.
This is done through satellite content.
Satellite content breaks down the topics of the pillar content individually.
Each session or subject explained in a summarized form in the pillar content is dealt with extensively in a dedicated post.
An example of satellite content for our digital marketing pillar content is our post on content marketing:
The topic is approached as one of the possible digital marketing strategies in the pillar content, in less than 200 words.
Here it is divided into more than 7,000 words, with images, videos and examples to enrich the reading.
The same logic applies to our SEO post:
The 260 words about SEO in the pillar content became more than 8,000 in the satellite content.
Like these two, several others serve to build the cluster around the topic of digital marketing.
Hence the name Topic Cluster. A cluster of content around a topic.
But it is only possible to associate the satellite contents to the pillar if they are connected. Then comes the third piece of our tripod: the internal links.
Links are how search engines find and evaluate the relevance of any page on the web.
Having links linking your pillar content with the satellites is what shows the connection between the topics covered by your cluster.
But more than they exist, it is important that they are well positioned in the content.
That’s because links at different places on the page have different weights.
The rule is that the more at the beginning of the text, the more importance you will be attaching to the link.
If you want a content network that is strengthened to the maximum, especially thinking about the pillar content, it is important to follow this to the letter.
Notice how we place links to important satellite content in digital marketing content:
The links are at the beginning of the text, still in the first chapter: “What is Digital Marketing?”.
In the case of satellite content, it is even more important to show the relevance of the link. So we always try to put it within the first 100 words of the text:
Or in this:
In both cases the link to the pillar content is on the first line of the text itself.
The three structures that form a topic cluster can be represented by an image like this, developed by Hubspot:
Now that you know how a topic cluster strategy works, I’ll show you how to organize yours in practice.
Organizing a topic cluster strategy
To achieve concrete results with a topic cluster strategy, you need to plan and organize your cluster.
To do this you can use a variety of tools. Google Sheets and Trello are two free options for recording your strategy.
Here I will teach you how to do this through WAU Studio platform.
The great advantage of organizing your topic cluster strategy using this tool is the possibility of integrating it with the rest of your content strategy.
To start, access the tool and click on “Topic Clusters”, inside Contents:
Then, create a new Cluster project by clicking on “New Cluster”.
You must choose the keyword of the topic cluster and select the pillar content for the strategy.
Pillar content is required to create a topic cluster project. If you don’t already have one, or don’t know which keyword your strategy should target, I recommend reading this content.
If you already have your content, just select it as in the image below:
The tool itself will show you the keywords of the content you have, so just select the correct one from the options and give your cluster project a name.
Once created, you can open the project and organize the cluster there.
When creating the project, the WAU Studio platform will automatically find your content with keywords related to your pillar content.
The tool allows you to record whether links between pillar and satellite content have been made. This allows you to organize what content is actively being influenced by the cluster.
Remember that this is a way of organizing your strategy. Internal links must be made in the content itself.
If any satellite content is not found automatically, you can search for it and add it to the list, as shown in the gif above.
To increasingly strengthen your content, you must always be expanding the network of satellite content linked to your pillar content. For this reason, the topic clusters tool is integrated with the keyword tool of the WAU Studio platform.
Thus, it is possible to remain alert to new opportunities for expanding your content network, looking for and saving keywords that can become content for your cluster:
Ready! Now you will be able to organize all your topic clusters in one place and still find ways to improve them.
Our topic clusters tool will still undergo many improvements, and we will update this step by step little by little.
Still, it is already helping our customers and our internal team to control complex content strategies and generate results.
If you have any feedback, it will certainly be very useful for our team.
You can comment below or send me an email. My address is [email protected]