Why you should be using topic clusters in your SEO strategy

Keywords aren’t as important as they used to be due to Google becoming more sophisticated in determining the underlying intent of a search, and it’s important to understand the concept of topic grouping when thinking about your keyword strategy.

SEO is based on a simple premise - when a user searches for a specific keyword within a search engine, they’re actively interested in that topic and in a literal sense, they’re ‘buying what you’re selling’.

In the early days of search engines, content was largely indexed relative to the degree that the relevant elements of the page (H1, page title, etc) were a semantic match to the keyword which was being targeted.

And whilst it’s true that you can still have some degree of success with this, search engines have long since moved on from this way of indexing content and have become increasingly sophisticated in understanding exactly what users are after when they enter a search. Ever since the introduction of Google’s Hummingbird update in 2013, they have been learning how to understand natural human language at a remarkable pace and can now identify similar terms for related search queries.

Keywords are still very important (after all, you can’t do SEO without them!), but search engines are now able to make connections between fragmented queries and understand that they basically mean the same thing. This is recognising user intent, which we’ve previously touched on, and as important as this is - there’s another step to take, and that’s where topic clusters come in.

How do topic clusters work?