What is a Topic Cluster and Why is it an SEO Game Changer?

Hello Everyone!

Since my whole world seems to orbit around SEO, here's an epiphany I had. SEO is nothing more than a game of building topic clusters where you answers questions (read, search intent), to get discovered.

Does that make sense?

Here's how I look at it:

• Take a question, any question.
• Start to Google it.
• See what comes up. See the related search topics and related questions.
• Now, organize these into an editorial calendar.
• Create posts and articles that answer these questions and talk to overall search intent.

However, it is not such a straight and simple path to SEO nirvana. When you are concentrating on building a topic cluster rather than merely building keyword density (aka, keyword stuffing), you also have to evenly distribute these topics and their answers along your various platforms.

For example, a question based on what you are offering will be answered differently on your blog, on social media, in an infographic, on a landing page, in a lead magnet, and in an email campaign. Phew! These will all have to be connected in a sequence of calls for action (CTA) that will take the reader to a point where they become your audience and further towards becoming your prospect until they finally become your converted, loyal customer.

While you may be forgiven for thinking that social media builds an audience while a blog builds prospects and an email campaign furthers that prospect to convert, the truth is that you may have a loosely accurate funnel there. But, the point is this: you can be discovered anywhere. So, it is important to be discoverable first. Just like I said in my previous newsletter.

Because:

• Someone might find your lead magnet first and attend your webinar
• Someone might get to you by word of mouth
• Someone might find your blog post while doing a Google search
• But they may not be following you on social media yet

The solution to this is matching your content with a carefully charted buying journey. But for that, you must first chart that buying journey and ask and answer specific questions. More on that in my next newsletter! For now, enjoy my cheat sheet on building topic clusters for better discoverability rather than mere rankability!

And if you haven't already - email me at [email protected] for my free eBook on all these secrets and many more!

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