If you are a marketer in 2018, you know the importance of creating content for your organization's social media, website and marketing campaigns. You know that in order to stand out, the content needs be high quality, provide actual value, and it needs to be produced often enough to remain relevant. All of these things are important, but there is more to the story than just beautiful images, keywords, and aggressive content schedules. If you are serious about your content marketing in 2018, then you also care about how that content is linked and organized, and you are most likely familiar with the concept of content clusters.
What are content clusters
Put simply, content clusters are a method of organizing your content to ensure you have the best visibility in search results. Rather than simply posting blog after blog, you organize the content under key web pages that link the content together. These web pages are called “pillars.” They provide a broad overview of each main topic you cover. All of your content is then organized within the pages of these pillars; providing more detail on each of the main topics. Most importantly, the content links back to the original pillar page with hyperlinked keywords that help tie everything together. Organizing your content into clusters requires a bit more work, but it’s a crucial step if you want to remain relevant in search results.
Why you need to be creating clusters
It’s simple: you need to be using content clusters because search engines have changed. It is now more common for people to search phrases or questions, rather than keywords, and search engines are adapting to this trend. Search engines can now understand the context behind search phrases and can link back to similar searches they have encountered in the past. This helps search engines sort through an increasingly saturated internet and provide better results for the end user. What this ultimately means for marketers is that search engines are relying more on how the content is organized and less on keywords.
When you have your content organized and linked into clusters, search engines can easily scan all of your content and understand that there is a relationship between the pages. This is a signal to the search engine that there is a level of depth to your content and that you are an authority on the subject matter. Algorithms reward this orderly linking and depth with higher search placement.
If that all sounded complicated, that’s because it is, and we’ve only scratched the surface…. Check out this great article by Hubspot which dives even more into the details of content clusters https://blog.hubspot.com/marketing/content-marketing-strategy
The key takeaway
The web is saturated with content and consumer behaviour has changed. To adapt, search engines are increasingly favouring topic-based content and keyword rankings are becoming less relevant. Organizing and linking content through clusters will increase your visibility in search results. The bottom line: posting content often, and organizing it though clusters now key to success with SEO.
If you need help organizing your content, our team would be happy to help! To learn more about how we can help you develop a successful content marketing strategy reach out to us at firstname.lastname@example.org