When it comes to search engines, we all know that keywords are crucial - but focusing too heavily on keywords alone can lead B2B marketers to become blinkered.
Over the past decade, search engines have changed the way they rank content, which means that simply choosing a random keyword to base your next blog on is no longer the best approach to search engine optimisation (SEO). Growing numbers of B2B businesses are realising the value of focusing on search intent and topics as well as traditional keywords - and topic cluster models are helping organisations to rise up the search rankings.
What are topic clusters?
A strong topic clustering content strategy is built on 3-4 pieces of pillar content. A pillar content page focuses on a topic that your organisation would like to rank highly for - if your organisation is an energy supplier, for example, you might choose ‘energy efficiency’ as one of your content pillars. On this pillar page, you cover the topic of energy efficiency as broadly as possible.
The pillar page then acts as a central hub for your topic clusters - a group of content pages related to the main topic of your pillar page. Topic clusters should work together to give your audience comprehensive insight into the pillar content topic, so each topic cluster page takes a narrow, in-depth focus on a particular element of the topic.
If your pillar page focuses on the overarching topic of ‘energy efficiency’, for example, then your cluster pages might explore areas...
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