Content clusters SEO – 101 for publishers

What is topical authority

Although the article’s title refers to the content clusters, it’s best to start with the definition of topical authority, as it’s crucial to understand why organizing content in clusters matters in the first place. To put it simply, topical authority is a concept where a website establishes itself as an authoritative source of information on a specific topic. Its credibility is built thanks to publishing high-quality content. Nevertheless, it’s worth noting that topical authority isn’t part of Google’s official ranking algorithm, but that doesn’t mean it isn’t vital and real. In fact, Google is becoming increasingly skilled at detecting when a site consistently demonstrates in-depth knowledge in a particular field.

What are content clusters

Now that we understand the definition of topical authority, how does it relate to content clusters? Basically, content clusters (also: topic clusters) strengthen a site’s topical authority in Google’s eyes. There are three integral parts of content clusters:

• The pillar page – as the name suggests, is the base on which the whole structure relies. Its primary purpose is to provide a comprehensive overview of the main topic. However, it should also leave space for deeper exploration in supporting pages;
• Supporting pages – while we can think of the pillar page as the foundation of content clusters, supporting pages are specialized articles that utilize targeted keywords and further explore the subject;
• Internal links – which create a web connecting vital pieces of the puzzle. Their purpose is to ensure search engines understand the connection between articles. If thoughtfully executed, internal links improve User Experience, helping users find related information easily and engage with a site longer.

Content cluster example

To better illustrate the concept of content clusters, let’s take a closer look at an example. One of them is optAd360’s two-part programmatic advertising glossary, which act as pillar pages. The glossary itself breaks down tricky programmatic-related terms, such as “yield” or “RTB”. Almost all paragraphs include links to separate articles that delve deeper into specific topics, providing additional detail and context.

The importance of content clusters

There are several reasons why you should give content clusters a chance:

• Posting frequently about related topics helps build topical authority; in other words, it helps position it as an authority;
• Creating content around content clusters makes it more algorithm-resistant, which means that your content will do well in search engines, and you can sleep better and worry less;
• A well-organized site and strategic internal linking between related topics motivate users to continue browsing. If a website focuses on some area of knowledge, it increases the likelihood that a user will stay longer, because a person who visits the site with a specific goal or question is more likely to find valuable and related information all in one place;
• Additionally, by using content clusters built around long-tail keywords, you can attract visitors sooner and, over time, improve your chances of ranking for main keywords too.

How can I create long-tail content clusters to build topical authority?

The main characteristic of long-tail keywords is that they are more specific than short-tail keywords and consist of more than three words. If your goal is to present yourself as a specialist in a particular niche and capture an engaged audience, ranking for these keywords can help you attract highly targeted traffic from users who know what they’re looking for. Here’s a step-by-step guide to developing long-tail content clusters:

From clusters to trust and… monetization!

Creating content clusters is just one way to increase the topical authority of your site. Other methods include E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) or consistency. By increasing the credibility of your site, you make it more likely to be visited by a larger audience, resulting in better monetization opportunities. Boost your site’s might, make your metrics bright, and monetize right! And remember, optAd360’s got your back!