Google’s algorithm is becoming more and more advanced. It has no choice, as user searches are becoming more sophisticated. Complex, geo-specific, device-specific queries have replaced simple keyword searches. For example, instead of searching for a query like “Italian restaurants” users are searching for “best Italian restaurants near me open now no reservations.” This requires Google algorithm to work much harder than before.
The content strategy of your website needs to accommodate for this user behavior.
That’s where content topic-cluster model comes into play.
What is Topic Cluster model?
An oldie but a goodie, yet it’s becoming more and more relevant. Traditionally blog posts, product pages, info pages, were written to target every individual keyword. Moreover, now, keywords, albeit still relevant, do not carry as much weight. What matters is useful, relevant content — not just one page, but multiple pages centered around one topic (note — not just a keyword!).
Instead of focusing on keywords, focus on topic cluster model. In a topic cluster model there are two components:
A topic page covers all aspects of a broader overview of what your subject-matter expertise is. It can incorporate multiple keywords and their respective synonyms.
A content cluster is a constellation of pages (blog posts, or product) that are centered around a particular topic. That topic needs to feed back into the broader topic page.
The above two components are linked together, and they result in a better user experience, where your visitor can find all information about a certain topic in one place.
Why Topic-Cluster model?
Showing your visitors, you’re a subject-matter expert
Providing an authentic experience to your visitors where you provide valuable information to them, establishes your relationship with them. It sets it up on the right foot. Establish trust and offer something of value — and you have a chance at securing their business.
Reassuring Google that you can provide value to their customers
That’s right, don’t ever forget that people that search on Google, are first and foremost Google’s customers. And Google is in the business of providing stellar customer service because it doesn’t want their customers to use Bing or Yahoo.
The most important thing you need to keep in mind — that authenticity and passion trump everything. Google knows that. You and your website are an integral part of Google’s success. It is a very symbiotic relationship. As simple as that. Keep that in mind, next time you’re writing a blog post.