“Unlocking SEO Success: The Impact and Implementation of Topic Clusters”

by | 12 Dec 2020 | SEO

SEO is a field that is constantly evolving, and it is no secret that staying on top of the changes can be challenging. Google regularly releases search engine algorithms and updates, all aimed at rewarding content that is helpful and user-focused.

While these updates may initially seem mysterious and enigmatic, they actually present new opportunities to enhance your website’s rankings and search visibility. Embracing these changes requires a strategic approach.

One highly effective strategy in the realm of SEO is the utilisation of topic clusters. Topic clusters involve grouping together related pieces of content, such as blog posts and articles, around a central theme or topic. The objective is to enhance the overall search engine rankings and visibility of your website.

At the core of topic clusters are the “pillar pages,” which serve as comprehensive overviews of the topic and act as the main hub connecting to the more specific and related “cluster pages.” By implementing this content marketing strategy, you can harness the power of topic clusters to boost your website’s SEO.

Let’s explore an example to illustrate the concept of topic clusters and their impact on SEO. Suppose you have a website focused on car mechanics in London. You can create a pillar page that provides an overview of car engines and internally link to more specific pieces of content about different engine parts. This approach enhances the user experience and helps search engines recognise your expertise and authority in the field.

Topic clusters, also referred to as content clusters, play a vital role in improving your website’s SEO in numerous ways. This content strategy enables you to showcase topical relevance, enhance authority and trust, refine your keyword strategy, and optimise internal linking. These factors hold significant value for search engines. Let’s delve deeper into the various ways topic clusters contribute to SEO, including the context of London-based SEO services.

Demonstrating topical relevance:

Topic clusters communicate a clear message to search engines by providing a focused understanding of a specific subject. All content within the cluster revolves around a central theme, ensuring high relevance. This is beneficial for both users and search engines, as it attracts the right audience and establishes your presence in the intended search space. If you’re looking for SEO services in London, collaborating with an experienced London SEO company or SEO agency in London can help you build topic clusters that align with your goals.


Enhancing authority and trust:

Content clusters showcase your expertise and authority in a particular topic area, which is a crucial factor for search engines in determining search result rankings. Google’s quality rater guidelines highlight expertise and authority as key components of content quality evaluation. By creating comprehensive and well-structured topic clusters, your website can demonstrate to search engines that it is a trusted source of information. This is especially important for SEO companies in London aiming to establish their credibility in the industry.


Refining your keyword strategy:

Topic clusters enable you to focus your keyword strategy effectively. Each pillar page and cluster page targets a specific set of keywords related to the central theme. This approach helps your website remain relevant to important topics while also expanding its ranking potential for a wider range of keywords. Implementing topic clusters can drive organic traffic to your website for terms you may not have previously considered. This is particularly valuable for London-based businesses seeking SEO services in the competitive online market.

Optimising internal linking:

Internal linking within topic clusters creates a coherent and structured website layout, benefiting both users and search engines. It enhances the user experience by facilitating easy navigation and discovery of relevant content. When users find the information they need quickly, they tend to spend more time on the website and explore related content, resulting in increased page views. Moreover, a clear and organised structure improves crawl ability, allowing search engines to better understand your website’s hierarchy and relationships between different pages. By employing topic clustering and internal linking, you can enhance the crawl ability of your site and provide a seamless user experience.


Cater to search intents Topic clusters, such as those implemented by a London SEO company or SEO agency in London, offer a comprehensive and holistic approach to content creation that addresses users’ search queries from various perspectives. By doing so, topic clusters ensure that users can discover relevant content that aligns with their search intent. This aspect proves especially beneficial when targeting long-tail keywords, where users seek specific information about a particular topic.


For instance, imagine you’re building a topic cluster focused on “hiking in the Peak District.” The search intent behind this query could vary, with users looking for the best hiking trails, detailed information on a specific trail, or general knowledge about hiking in the Peak District.

To cater to these diverse search intents, you can create a topic cluster consisting of:

1. A pillar page that offers an overview of hiking in the Peak District, highlighting popular hiking trails and routes.

2. Cluster pages providing specific details about each popular hiking trail, including maps, difficulty ratings, and notable attractions along the trails. These cluster pages cater to users seeking in-depth information on particular trails.

3. Additional cluster pages covering related topics, such as “what to pack for a hiking trip in the Peak District” or “best places to stay near the Peak District.” These subtopics accommodate users looking for information beyond the trails themselves, matching their intent.


The functionality of topic clusters relies on the concept of semantics. Semantics, the study of meaning in language, explores how words, phrases, and sentences convey meaning and the relationships between them. This understanding plays a vital role in the implementation of topic clusters.

Just as humans categorise and organise information to comprehend the world, search engines like Google employ Natural Language Processing (NLP) to interpret language semantically. This NLP-driven approach enables search engines to understand the connections between different concepts on the web.

Google’s semantic NLP abilities incorporate topic clusters, emphasising the importance of linguistic considerations in SEO. This realisation has led to a growing significance of semantic SEO, particularly in recent years. Expert SEO companies and agencies in London utilise these semantic SEO techniques to optimise content and enhance search engine visibility, ultimately driving organic traffic to websites.

How to create topic clusters with a London SEO company or SEO agency in London

Creating topic clusters requires careful planning, thorough research, and effective organisation. By adopting a streamlined pillar-topic cluster model, you can deliver high-quality content that resonates with your target audience. Let’s explore the step-by-step process of creating topic clusters:

Step 1: Identify your core topic

Begin by selecting a broad topic that you want to focus on and develop an in-depth piece of content around. This central piece, known as the “pillar piece,” serves as the foundation for the cluster content.

“Your pillar piece should be a comprehensive article that offers a thorough overview of the topic.”

To generate content ideas, consider the value your audience seeks. For instance, if your business specialises in home electric car chargers, you might create a guide that addresses the need for such chargers and presents available options.

Utilise a keyword research tool to discover potential topics. This tool helps identify relevant terms that people are searching for, providing insights into search demand. When creating pillar content, prioritise more generic terms, while saving the specific details for the cluster content.

Think of the pillar as the sturdy trunk of a tree, while the subtopics represent its branches. The trunk provides stability, and the branches offer finer details. Just as a tree with a weak trunk is prone to falling, pillar content that lacks strength will struggle to perform.

Take the time to select a pillar topic that adds significant value to your audience, as the success of your entire topic cluster hinges upon it.

Step 2: Research subtopics

Once you’ve determined your core topic, identify subtopics that are closely related to the main pillar piece. Various research methods can help you uncover relevant subtopics, including analysing Search Engine Result Page (SERP) features and utilising keyword research tools.

Analysing SERP features provides valuable insights into subtopics. These features include:

People also ask“: an interactive box displaying related questions commonly asked by users.

Related searches“: a section at the bottom of the search results page showcasing additional search queries related to the original query.

Google autocomplete“: a dropdown list of related search queries that appears as users type their queries.

Knowledge graph“: a box on the right side of the search results page offering additional information about the search query, including related topics.


Additionally, topical keyword research tools can help identify search terms that are topically relevant. Two popular tools for this purpose are:

Answer The Public“: generates a list of Google autocomplete data related to the keyword you provide.

Also Asked“: generates live ‘people also ask’ data related to your keyword.


Step 3: Outline a pillar and content cluster structure

Effective content clustering requires careful organisation. Begin by creating a content calendar using a tool like Google Sheets. Add your target keywords and organise them by topic. Prioritise the most relevant terms and sort them accordingly. This approach helps you stay focused on the essential aspects of your topic cluster.

Using Google Sheets to organise your topic clusters is advantageous as it allows you to link all your content documents in one place. This simplifies tracking progress, making changes, and sharing content with team members.

Step 4: Create cluster content

Cluster content delves deeper into specific aspects of the main subject. Once you’ve identified and organised the subtopics related to your core topic, it’s time to write detailed content on each subtopic. Ensure that each page focuses on a specific and unique aspect of the main topic. When crafting long-form SEO content, use headings, images, and clear sentence structures to engage readers and enhance readability.

Step 5: Publish and add internal links

After completing your pillar and cluster content, publish it on your website. Remember that this process is ongoing as you continue to develop your web presence.

If you already have a lot of existing content on your website, not to worry, you can still create topic clusters with the help of a London SEO company or SEO agency in London by grouping related content into subtopics.

Here are some steps you can take to create topic clusters using existing content, leveraging the expertise of an SEO service in London or an SEO service in London:

Step 1: Export your site’s URLs Begin by exporting your site’s URLs using tools like Screaming Frog’s SEO Spider or directly from your Google Analytics property. This will give you a comprehensive view of your existing content and help you identify opportunities to group pages into topic clusters.

Organise the pages into meaningful categories, allowing you to spot potential topic clusters.

Step 2: Identify existing pillar content Review your list of existing content and identify the main topics that you consider the broadest and most relevant to your brand.

These pieces will serve as the pillar content for your topic clusters. For example, if you have a website that sells electric car chargers, one pillar piece could be an electric car charging guide that covers general tips and considerations for new electric vehicle buyers.

If you don’t have pillar pages yet, make a note of where you plan to add them to your site.

Step 3: Identify and group related content Next, identify the content that can serve as relevant subtopics supporting the main pillar piece. Take note of how these existing pages will group together with the pillar page.

You can use the exported URLs to group pages together in a spreadsheet, making it easier to visualise the clusters.

These more specific pages will form the cluster content. For instance, cluster content supporting the electric car charging guide could cover topics such as costs, charging times, charger types, and other specific details related to electric car charging.

Step 4: Update internal links Don’t forget the final touch – link your cluster content pieces to the main pillar piece and vice versa. Keep track of your progress using the exported URL list.

Additionally, interconnect the clusters by linking relevant pages to one another.

By following these steps and working with a reputable SEO company in London or SEO companies in London, you can ensure that your topic clusters deliver a seamless user experience and help search engines understand the relationships between each piece. For the best results, consider partnering with the best SEO company in London or the best SEO agency in London that specialises in topic clustering and semantic SEO strategies.

The bottom line is that topic clustering is a strategy that’s here to stay, especially when working with a London SEO company, an SEO agency in London, or leveraging SEO service in London. Google’s enhanced natural language processing (NLP) abilities, particularly in semantics, have elevated the importance of organising your content in a meaningful way through topic clusters.

By implementing this approach, you not only increase your chances of achieving higher rankings in search results but also create a more user-friendly experience for your audience. This is where the expertise of an SEO company in London or SEO companies in London comes into play.

In summary, topic clustering harnesses the power of Google’s advanced language processing capabilities, making it an essential component of SEO for years to come. To ensure optimal results, partnering with the best SEO company in London or the best SEO agency in London is highly recommended.