What is a Content Cluster?
February 18, 2022 •Andrew Gold
You are probably familiar with the phrase, “content is king.” Whether you are a digital marketer, or a YouTube influencer, producing content is the name of the game. But, if you really want to be successful, you need to do more than just create content for the sake of content. You need to create in an intentional and deliberate way.
For example, if you want to reach the first page of Google, you can’t just randomly generate content and hope it sticks. Even if you conduct extensive SEO keyword research and pepper the correct phrases all throughout your work, content that stands alone, cannot rank successfully. So, how do you go about creating intentional content that works together? By using content clusters. In this blog, we will go over the pillar and blog content cluster example, and define what a cluster even is.
What is a Content Cluster?
A content cluster (sometimes referred to as a topic cluster or SEO Pillar) is a network of related content, with certain nodes of the network being larger, and certain connections being stronger. Essentially, a content cluster is based on the idea that anyone who is searching for a phrase on Google, is also likely to search for similar phrases within the same topic.
Think about it like this: if you searched “Covid PCR test” on Google, in addition to search results, you will likely see “common questions.” These common questions include things like “How accurate are PCR tests?,” or “What are the different types of Covid test?” Along with your original search, these common questions form part of a content cluster.
Content clusters look to answer every question, big or small, that your audience is searching for. With clusters, you better understand how the reader is thinking, and what things they are asking on a consistent basis. With this knowledge, you can take the guesswork out of marketing your content by tailoring it to the psychology of your audience.
One type of content cluster is the pillar model. Let’s discuss that next.
What is a Pillar and Content Cluster?
A pillar is one type of content cluster that we employ and recommend here at DemandJump. A pillar is a way of structuring content to not only rank well within Google but also to provide comprehensive and easily accessible content on any given topic. A pillar refers to the entire topic of content, including all three components. Let’s break it down.
What Are the Main Components of a Topic Cluster or Pillar?
When it comes to creating topic clusters and pillar pages it typically involves three tiers of content:
- Pillar Page
- Support Pillars
The pillar page is roughly 3000-4000 words about the largest node in the topic cluster. So let’s say your cluster is about 5-gallon buckets. Your largest overarching node in the network of related searches is the term “5-gallon bucket.”
This is what your pillar will be. With the help of keyword research and your content cluster, this pillar page will cover basically everything mentioned in the entire network of searches. So back to our buckets, let’s say other smaller nodes in the cluster are “What is a 5 Gallon Bucket”, “Types of 5 Gallon Buckets,” and “5 Gallon Buckets Near Me.” Within the pillar, you will cover all of these topics and more to really answer the majority of searches around your pillar.
Support pillars are the second tier of content (like the queries we mentioned above), and are typically 2000 words long. These pieces should cover the next highest ranking searches after your pillar. In our bucket example, one might be “Types of 5 Gallon Buckets.” Once you identify your support pillar, you should write about any topic that falls under it within the topic cluster.
An important part of your topic cluster content strategy is to link your support pillar back to your pillar. This helps inform Google and readers that your content is more trustworthy and works together to answer a wide range of questions about this pillar.
At 750-1000 words, blogs answer the smaller, more narrow, questions readers are searching for. For example, within the types of 5-gallon buckets topic, people might ask about food-grade plastics or types of lids for 5-gallon buckets.
Blogs are the pieces that answer these subtopics within the pillar and support pillar. Again, to improve your content’s overall ranking, blogs should link back to the pillar and support pillars they are relevant to.
Content Clusters and Page One Results: DemandJump
At DemandJump, we know the world of SEO is ridiculously competitive. That’s why we created the tools to power the world’s content. Without our tools, you can take the guesswork out of marketing by:
- Creating content clusters around topics your readers care about
- Generating keyword outlines to power your content
- Developing pillar strategies to outrank your competitors
So, if you’re ready to finally see your content on page one of Google, get started for free today!
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