Is HubSpot right for you? Are you using it to its full potential?
Is HubSpot right for you? Are you using it to its full potential?
Is your tech effectively supporting your sales, marketing and service?
Is your tech effectively supporting your sales, marketing and service?
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Are you a motivated individual, looking to challenge yourself and make a positive impact on the business world? Take a look at our vacancies.
This article explores the HubSpot topic cluster tool, a game-changer in how we approach content strategy and SEO, and a clearer way to measure the return on investment of your content creation efforts.
In the constantly evolving world of SEO, staying ahead of the curve is crucial for any business looking to enhance its online presence.
One innovative approach that has emerged is the use of topic clusters – a strategy that streamlines content production and significantly boosts SEO performance.
If your website content struggles to attract and grow monthly organic traffic from search engines, then topic clusters represent a long-term approach that can give it a much-needed boost.
Learn how Huble helps clients like DTS Solutions and Atlas Copco grow their rankings and organic traffic through content.
At its core, the HubSpot topic cluster tool is designed to transform the way businesses organize and optimize their content. Traditional SEO strategies often focus on individual keywords, but this tool shifts the focus to topics – a more holistic and user-centric approach.
It enables marketers to create 'clusters' of content around a central theme, linked to a comprehensive 'pillar' page, thereby enhancing the depth and breadth of their content on specific subjects.
The tool simplifies the process of identifying core topics and associated subtopics, making it easier for content creators to plan and structure their content.
By interlinking related articles and resources, the HubSpot tool helps in building a network of content that is both user-friendly and search engine optimized.
Topic clusters are not just a new SEO tactic; they represent a paradigm shift in content creation and organization.
For low volume, low competition and extremely niche keywords, you can still find success writing a single piece of content to target those searches.
But with so many websites investing in SEO, the broader, high-volume topics become increasingly more competitive, making it difficult for a lone piece of content to rank well.
Search engines know that the best results are those provided by trustworthy, authoritative and expert sources. This is becoming increasingly important as more low-quality, AI-generated content gets published.
Creating a cluster of content on a subject is your way of demonstrating your website contains this depth of knowledge and expertise.
By grouping related pieces of content around a central theme, businesses can:
The HubSpot topic cluster tool isn't just powerful; it's also user-friendly. Here’s how you can start leveraging it to transform your content strategy:
Located within HubSpot’s comprehensive suite of “SEO” tools located in the “Website” section of the “Marketing” menu, you can find the topic cluster tool under the “Topics” tab.
Once you're in, you’ll find an intuitive interface that guides you through the process of creating and managing your topic clusters.
Start by identifying the 'pillar' content. This is a broad topic that is central to your business and holds significant search potential.
For example, if you're a digital marketing firm, a core topic could be 'Inbound marketing' or 'SEO strategies'.
Add this keyword to the tool, by clicking the “Add topic” button.
Pro tip: Don’t forget to set the locale you’re targeting as search engines return different results based on several factors, including the searcher's location.
Once your core topic is set, it's time to brainstorm subtopics for your cluster content. These are the more specific, detailed keywords related to your pillar content.
Your cluster content can come in all kinds of forms, from blog content, help articles, and guides to landing pages, videos, podcasts, case studies or your main website pages.
Using the HubSpot tool, you can identify these subtopics based on search trends, relevance to your core topic, and their potential to drive traffic.
Note: At present, the machine learning models that generate suggestions for subtopic keywords are primarily designed for English. For other languages, subtopic keyword recommendations are sourced based on the available locales from the SEO tool SEMRush.
After mapping out your subtopics, develop high-quality, informative content for each. This content should not only address the subtopic in depth but also link back to your pillar page, creating a cohesive network of information.
The HubSpot topic Cluster tool provides a visual reference for you to keep track of which pages link your subtopics to the pillar content, effectively creating a topic cluster. This interlinking is crucial as it signals to search engines the hierarchy and relationship between the pillar and subtopic content.
Search engines use it to understand how your content is related, but it also has a user benefit, guiding them to the next most relevant step for their needs, keeping them engaged with your site and ideally leading them towards a conversion point.
Selecting the right core topics is pivotal to the success of your topic cluster strategy. Here are some tips to guide you in this process:
With your core topics in hand, the next step is to map out relevant subtopics. This involves:
Pillar pages are the cornerstone of a successful topic cluster strategy, serving as comprehensive, authoritative resources on a specific subject.
Let’s explore some best practices for effective pillar page designs that help you create impactful pillar content.
A standout pillar page is characterised by its depth and breadth of information. For instance, consider a pillar page on "Digital Marketing Trends."
It effectively covers a wide range of subtopics, from social media strategies to data analytics, offering readers a one-stop resource.
This approach not only boosts SEO but also positions your brand as a knowledgeable authority in the field.
The best pillar pages are those that are easy to navigate. They typically feature a clean layout with well-organised sections, allowing readers to effortlessly find the information they need.
Image source: Typeform Blog
Clear headings, a table of contents, and a smooth flow of topics enhance the user experience, encouraging longer engagement with the content.
For example, Typeform has done a great job of structuring the content in a way that’s easy to digest. It’s bold, full of quotes, and signposted with strong headers, bullets and pull-out sections of text.
Effective pillar pages often include engaging visuals like infographics, videos, and charts. These elements not only break up the text but also provide alternative ways to digest complex information.
For example, a pillar page on "Sustainable Business Practices" could include infographics depicting environmental impact statistics, making the data more accessible and engaging.
Another key feature of successful pillar pages is the strategic use of internal links. These links connect the pillar page to related subtopic content within the cluster, creating a seamless network of information.
This not only aids in navigation but also significantly enhances SEO by establishing a clear, interconnected content structure.
Lastly, effective pillar pages skillfully incorporate CTAs. Whether it’s encouraging readers to download a related eBook, sign up for a webinar, or contact the company for more information, CTAs can turn a pillar page into a powerful lead generation tool.
By following these best practices, you can create pillar pages that not only rank well in search engines but also genuinely resonate with and provide value to their audience.
Bonus Tip: Your pillar page should evolve as your topic cluster expands. When you launch new cluster content it needs to link to the Pillar, but should also ideally be linked to from your pillar page as well. Revisit your pillar and draft a new paragraph or section to summarise your cluster content, how it relates to the core topic and what value it delivers to the reader.
For more inspiration, check out our top 5 pillar page designs.
Pillar pages are a vital part of any robust content strategy, especially when implementing a topic cluster approach.
However, a common question that arises is: How much does it cost to create a pillar page? The answer can vary depending on several factors.
Once your topic clusters are live, monitoring their performance is crucial. HubSpot's topic cluster tool provides valuable insights into how your content is performing. Here’s what to look for:
There are several key benefits of using topic clusters, these include:
Creating a solid content strategy with well-organized topic clusters is more important than ever. However, navigating the complexities of SEO and topic cluster creation can be daunting.
That's where Huble comes in. As experts in SEO consultancy, we specialize in helping businesses harness the full potential of tools like HubSpot's topic cluster tool.
Our team at Huble offers personalized consultancy services to help you:
Interested in elevating your content strategy and making your mark in the digital world?
Speak with our team to learn how we can help you create and optimize your topic clusters, driving more organic traffic and positioning your brand as a thought leader in your industry.
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