And Keyword Magic Tool is a great place to start your research. Enter your pillar page keyword to get a comprehensive list of potential search queries. Consider the intent and depth of these and identify which ones could work as a cluster page.
In the example above, let’s say the main pillar page is about the broader topic of “remote work.”
Potential keywords for the aggregated page that we could extract from this list include “mandatory telework”, “covid telework”, “telework confinement” or “telework employment”.
All of these go deeper into a specific area of the main topic and are guaranteed to be created as part of a bundled content. You can think of bundled content as an indication of your expertise on a topic.
But that’s not all.
Questions are a great source of long-tail keyword discovery, and you can choose to only display these in the Keyword Magic Tool.
This involves building supporting content around your pillar page, ensuring that there is no overlap between two or more pages and that each piece of content grouped together targets a specific area of interest.
Watch this video to learn more about how to choose and find the best long tail keywords:
6. Check your site’s existing content
Before you start developing and creating new content, it’s a good idea to audit your existing content to identify pieces that could be improved or fit into your topic clusters. To help you with this, you can use Semrush’s Content Audit tool .
However, a content audit mainly helps you identify content that you should either:
- Keep
- Update (improve your content to better target the search queries it ranks for)
- Remove (content that is thin, duplicated or japan telegram data cannibalized that may be dragging down your rankings; remove)
Content auditing is about starting with what you already have before creating something new. In most cases, websites will have the opportunity to better leverage their existing content based on the data available.
Taking the time to audit your site’s content allows you to make data-driven decisions, focus your efforts on achieving your goals, and recognize that improving existing content often yields faster results than creating new content.
7. Create your topic groups
Once you have identified your pillar pages and grouped content within a topic cluster, it’s time to start creating and developing content.
We’re not going to give you a step-by-step the integration of our marketing and business challenges guide on how to write content that ranks, but we will give you some tips to help you get started. It all starts with intention.
You need to know what a searcher expects to see when they perform a search. This allows you to create content that captivates users and leads to conversions.
For example, someone searching for “shoes” hasn’t specified the type, color, or even style of their shoes. You can expect to come across a page that offers options to browse different types of styles from that query.
Think of a top-level category page:
Person intent is one of the main things to consider when creating your topic clusters, but you can understand this by searching your page for top keywords and analyzing the content that is currently ranking.
When it comes to writing your page copy, turn to the SEO Content Template tool to create guidelines for your writers that focus on recommended content length, target keywords and variations, and readability based on analysis of the top 10 results for your entered search query.
There’s a fine line between creating quality content and on-page SEO, but you definitely need to make sure that both elements are optimized for your keyword strategy.
In summary, on-page SEO involves optimizing the following elements:
- H1/H2/H3 tags
- Internal mesh
- And more
You can use Semrush’s On Page SEO Checker crawler data tool to get actionable recommendations to improve your on-page optimization in minutes, and a clear explanation of why you should act on those recommendations.
On-page SEO may seem like a staple of SEO, but improvements to these elements remain a proven way to increase your page’s organic visibility.