Improving your website’s SEO is a long & arduous process. Depending on your industry & how broad or specific your site’s keywords & services are, breaking onto the first page of the SERP’s could be a breeze! However, for most businesses, the journey to the top of the search engine results page is a difficult climb, which requires surpassing sites with years of SEO under their belts. This process can be particularly challenging if your business is centered around broad keywords, such as agencies who are attempting to rank for terms like digital marketing. It may feel like there is little you can do to vault your site into the top ranks of the SERP’s, but there is a strategy you can employ to compete with even the most established sites; a topic cluster.
What is a Topic Cluster?
Imagine you’re creating the content for a company that offers digital marketing services. You’re going to begin building out content for all of the main services they offer, including services such as PPC & SEO. You will build out these pages with in-depth explanations of the services, optimize the metadata & H-tags, and add call-to-actions. However, trying to get onto the first page for terms like PPC or SEO can be difficult, which raises a question: What can I do to increase my site’s rankings for these widely searched keywords? This is where topic clusters come in.
The idea behind a topic cluster is that while it is difficult to rank for a competitive keyword, you can diversify the content on your site to answer a number of inquiries related to the topic you’re attempting to rank for in order to increase your site’s SEO. You’ll need to do a bit of keyword research to find out what users are searching for in relation to the particular keyword that you’re trying to rank for and work on answering these less-searched questions in order to build your site’s SEO weight. As you build out these pages to answer these inquiries, link everything together in a way that makes the site easy & logical to navigate, as one topic leads to more specific ones within the scope of the first.
Focus on Less Competitive, Long-Tail Keywords
While it can be extremely hard to compete with well-established SEO focused on broad keywords, there are plenty of tools out there that can help you zero on less-searched topics. One of the most popular tools is a free extension for Google Chrome called Keywords Everywhere. This add-on shows commonly searched terms related to a particular inquiry. For example, searching “What is SEO” returns a number of related searches such as “SEO Tutorial,” “Types of SEO,” and “What is SEO writing.” All of these inquires are widely searched, but not to the extent that our original inquiry was, which means breaking onto the first page for these searches should be much easier. Furthermore, all of these topics can become even more focused, as clicking into any of these questions reveals less commonly searched terms like “backlinks explained,” & “benefits of keyword research.” The idea behind topic clusters is that you can take your competitive keywords that will be extremely difficult to rank for, and research similar, but less-searched terms in order to create content on your site that answers these inquiries. The main function of Google is to answer users inquiries, and Google constantly works on updating its engine in order to provide users with the best possible results. If you can establish your site as an authority on a particular topic, you will be able to rank well. Focusing on less competitive keywords within the scope of your particular topic will help add SEO weight to your site and slowly improve your site’s rankings.
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