When it comes to SEO, most marketing teams are aware that it is an area that is constantly evolving. Ergo, in order to keep the websites that they are overseeing relevant, they have to ensure that they comply with all of the requirements of the Google algorithm.
This allows marketing teams to assess what is working with the algorithm each week and to update accordingly to ensure that the website(s) are listed higher in Google rankings. And one of the areas that has shown promise time and time again in 2023 is topic clusters.
What are topic clusters in SEO?
Topic clusters in dental SEO are a content organisation and optimisation strategy that aims to improve a website’s visibility and ranking on search engine result pages like Google. They involve creating a cluster of interlinked content pieces that revolve around a central pillar topic or keyword. The concept of topic clusters emerged as a response to search engine algorithm updates, such as Google’s focus on semantic search and user intent.
How do topic clusters work in SEO?
The topic cluster starts with a comprehensive and authoritative piece of content called “pillar content.” This content provides an in-depth overview of a broad topic, covering its various aspects and subtopics. It is typically a long-form article or a page optimised for a primary keyword.
Around the pillar content, multiple subtopics or related keywords are identified. Each subtopic or keyword becomes the focus of individual content pieces, known as “cluster content.” These cluster articles or pages delve into specific aspects of the main topic, offering more detailed information.
The pillar content serves as the hub that connects all the cluster content. Each cluster article should link back to the pillar content, establishing a strong internal linking structure within the topic cluster. This helps Google to see the relationship between the content pieces and enhances their visibility.
Both the pillar content and cluster content should be optimised for relevant keywords and follow best practices for on-page SEO. This includes optimising meta tags, headings, and images and ensuring high-quality content that provides value to users.
The purpose of topic clusters is to signal to search engines that your website has comprehensive and authoritative content on a particular topic. By linking related content together, search engines can better understand the context and relevance of each piece, improving the chances of ranking higher for relevant search queries.
Topic clusters also enhance the user experience by providing a cohesive and comprehensive resource for visitors. Users can navigate through the cluster content to find more information on specific subtopics, encouraging them to spend more time on your site and reducing bounce rates.
How to create topic clusters for dental websites
You will need to determine the primary topic that represents your dental surgery website. It could be something like “Dental Surgery Procedures” or “Oral Health and Dental Care.”
Next, the marketing team will conduct keyword research to identify relevant keywords and subtopics within the pillar topic. Some potential subtopics for a dental surgery website could include “Tooth Extraction,” “Dental Implants,” “Root Canal Treatment,” “Cosmetic Dentistry,” etc.
They will then develop a comprehensive and authoritative piece of content that serves as the pillar content. This could be a detailed guide or an informative article covering the main pillar topic, providing an overview of various dental surgery procedures, their benefits, and considerations. Optimise the pillar content for a primary keyword related to the main topic.
For each identified subtopic, create individual content pieces or articles that delve deeper into specific aspects of dental surgery procedures. Each cluster content should target a specific keyword related to the subtopic. For example, for the subtopic “Dental Implants,” you could create content pieces like “Benefits of Dental Implants,” “Procedure and Recovery for Dental Implants,” “Costs and Financing Options for Dental Implants,” etc.
They will also need to establish a strong internal linking structure within the topic cluster. Each cluster content piece should include links back to the pillar content, emphasising the relationship between the subtopics and the main topic. Additionally, interlinking between cluster content pieces can further enhance the user experience and SEO value.
The pillar content and cluster content need to be optimised for relevant keywords and follow best practices for on-page SEO. This includes optimising meta tags, headings, URL structures, image alt tags, and incorporating relevant keywords naturally within the content.
And finally, your marketing team will need to regularly update and expand your topic clusters by adding new cluster content pieces or updating existing ones. This helps keep your dental website content fresh and relevant, signalling to search engines that your website provides up-to-date information on dental surgery procedures.