A guide to topic clusters: The next level of healthcare SEO

Key takeaways

• High-performing sites optimise for keyword intent, and provide as much value to users as possible
• When planning your web content architecture, use a topic cluster approach to fully deliver on your user's search intent, and demonstrate your authority on a subject to Google
• Topic clusters consist of three main elements: a pillar page, cluster pages, and internal links

Keyword-focused search engine optimisation (SEO) is almost dead. Well, sort of. Meet ‘topic clusters’, the new way to optimise for search by delivering on your user's search intent. By fully covering a topic that your users search for, you'll show Google that your website is authoritative on that subject, better aligning with Google's E.E.A.T. guidelines. As we all know, designing your website around E.E.A.T. is essential in the healthcare industry, where delivering trustworthy information could be a matter of life and death. (And if you don't know what it is, check out our handy E.E.A.T. checklist).

Let's imagine your objective is to build a website that provides information about cystic fibrosis. You're at the very beginning of defining your content marketing strategy and sitemap. How and why should you be factoring topic clusters into that plan? Let me explain...

What is a topic cluster?

At its core, a topic cluster consists of three main elements: a pillar page, cluster pages and internal links.

The pillar page

The pillar page is the cornerstone of your content strategy for a particular topic. This page sits at the top of your content hierarchy, and is generally a comprehensive page that broadly covers the main topic. In our example, you might have a page called ‘About cystic fibrosis’, that would cover off different aspects of the disorder, such as its causes, treatments, and life expectancy. Your pillar page should give visitors a thorough understanding of the subject at a glance.

The cluster pages

Cluster pages surround the pillar page, and go into more detail about different aspects of the main topic. For example, our pillar page, ‘About cystic fibrosis’, might have a section that discusses the causes of the disorder. This section might then link out to a cluster page specifically addressing that topic, going into far more detail than the overview provided on the pillar page.

Internal links

Internal linking is the key to the system. By linking to your cluster pages from descriptive anchor text on your pillar page, and vice versa, you effectively establish your topic authority, by reinforcing the relationship between the content within a cluster. This makes it easier for search engines to grasp the context and relevance of each page to specific queries, and makes it more likely that Google will serve one of your pages in search results about your chosen topic. Internal linking is also, of course, great for user experience, as it helps users navigate your site more easily.

“Hold up! Did you say earlier that keyword-focused SEO is almost dead?” Well, yes and no. Keyword research is still really important in helping you identify your topic, and the sub-topics that your audience might want further information on. These keywords should dictate the structure of your topic cluster, so that you can provide maximum value in your content. So yes, we're still using keywords, but we're approaching them in a different way. Keyword research is your guide to what users want to read, not a checklist of words you need to include in your copy.

The benefits

This may all seem like a lot of work, but there are real, practical benefits to this approach:

1. Enhanced SEO performance: Topic clusters help search engines understand the relationship between different pages on your website, improving the site's overall SEO structure. This can lead to better visibility and higher rankings in search engine results pages (SERPs)
2. Improved user experience: By grouping related content around a central theme, users can easily find comprehensive information on a topic, leading to a more satisfying browsing experience
3. Increased content relevance: Clusters allow you to cover a topic in depth across multiple related articles, increasing the relevance of your content to user queries and intents
4. Boosted page authority: Linking related articles within a cluster distributes link equity and can elevate the authority of individual pages, helping them to rank better
5. Reduced content cannibalisation: By organising content into clusters, you minimise the risk of multiple pages competing for the same keywords, ensuring each page targets specific, unique aspects of a broader topic
6. Alignment with search engine algorithms: Modern search algorithms favour topic relevance and authority. Clusters align with this by providing extensive coverage of a subject area, signalling to search engines that your site is a valuable resource
7. Supported long-tail keyword strategy: Topic clusters naturally incorporate long-tail keywords, which can attract more targeted traffic with specific intents, often leading to higher conversion rates
8. Facilitated content discovery and crawling: A well-structured site with clear internal linking helps search engines crawl your site more efficiently, ensuring all your content is indexed and has the chance to rank
9. Content gaps identified: The process of creating topic clusters encourages a comprehensive approach to content planning, helping you identify and fill gaps in your content
10. Subject matter authority established: By thoroughly covering a topic through interconnected pieces, you establish your site as an authoritative source on the subject, which can enhance trust with both users and search engines