Topic Clusters and Keyword Research

When I founded SubHeading, my vision was to consistently deliver top-notch SEO content that satisfies clients globally. Crafting excellent SEO content requires a profound grasp of the subject matter and the skill to articulate intricate ideas clearly. A pivotal element in producing impactful technical content lies in concentrating on pertinent topics and keywords that resonate with your audience.

At SubHeading, we offer our clients SEO keyword research and topic cluster generation to guarantee that their intended audience actively engages with our technical content. This article delves into the realm of topic clusters, shedding light on how we pinpoint the optimal topics and keywords for the technical content of our clients.

What Are Topic Clusters?

For those unfamiliar with SEO intricacies, the term “topic cluster” might be a bit of a mystery. Essentially, a topic cluster is a strategic approach to crafting content with the goal of achieving high rankings in search engines, particularly Google.

The concept revolves around creating a set of related content pieces, culminating in a robust “pillar piece” supported by several “supporting pieces.” By targeting keywords with relatively low difficulty and substantial search volume, the aim is to swiftly secure first-page rankings for some supporting pieces.

The process involves linking these well-ranked supporting pieces to the more challenging-to-rank pillar piece, thereby boosting its ranking. Ultimately, the objective is to ascend to the first page of Google results with highly valuable, high search volume pillar pieces.

In this article, we’ll provide insights into how SubHeading implements this strategy at our agency. Whether you’re interested in trying this approach on your own or simply wish to comprehend our methodology, we’ve got you covered. Additionally, a video version is available for those who prefer a visual walkthrough with a real-world example.

The Right Keywords Improve the Odds of Ranking

Crafting blog posts that stand a chance to rank well on Google involves a nuanced process that we won’t fully delve into here. However, what we can emphasize is that this intricate process always commences with selecting the right topics to address.

At SubHeading, the initiation of this journey involves collaborative sessions with each client to compile an ideal keyword list. The exploration begins with thought-provoking questions aimed at uncovering a plethora of potential areas.

Post-planning session, we typically gather a list of 10-50 keywords. The exploration then intensifies as we utilize tools like ahrefs, Google Keyword Planner, and industry research tools to expand this list into thousands of potential keywords for closer examination.

This is where the blend of science and art in keyword research becomes apparent.

While tools like ahrefs provide estimations of monthly search volume and difficulty, they may not fully capture user intent or the relevance of each keyword for our clients. To bridge this gap, we leverage our industry expertise, conduct competitor research, and draw from past experiences to refine the list, narrowing it down to a few hundred keywords that are not only relevant but also rankable. The result is a meticulous selection that combines data-driven insights with a deep understanding of the client’s domain.

Planning SEO Clusters

Armed with a curated list of pertinent keywords that strike the delicate balance between relevance and avoiding oversaturation, our next step involves a meticulous manual examination. This phase requires sifting through the keywords, grouping similar ideas and terms into cohesive clusters. It’s a process that demands both art and science, as it necessitates a profound understanding of industry jargon.

At SubHeading, our specialization in crafting content for software developers provides a distinct advantage over generic SEO consultants. The expertise we bring to the table is rooted in a profound understanding of how software engineers and engineering leaders navigate the internet to address daily challenges. This specialized insight allows us to create topic clusters that resonate deeply within the software development community.

In a single round, we typically construct 2-3 robust topic clusters, each comprising a pillar piece and 4-6 supporting pieces. This strategic formation ensures a comprehensive and interconnected approach to content creation. However, if challenges arise in building these clusters, we don’t hesitate to revisit the previous step. By brainstorming additional keywords, we uncover unexplored niches that align seamlessly with our client’s objectives, reinforcing the potency of our cluster planning process.

The Result

As we culminate this meticulous process, our commitment to transparency and alignment takes center stage. We furnish our clients with a straightforward and easily comprehensible map of our results, neatly organized within a spreadsheet. This document serves as a comprehensive guide, outlining the strategic clusters and their corresponding keywords.

Our collaboration with clients doesn’t conclude with the delivery of this map. Instead, we engage in a thorough review session, meticulously examining each article. This collaborative step ensures that every piece aligns seamlessly with the client’s product and overarching strategy. By aligning our content with the client’s vision, we pave the way for content that not only resonates with the target audience but also strategically contributes to the client’s goals.

Once alignment is confirmed, we proceed to the next crucial phase—creating detailed content briefs and outlines. These documents serve as the blueprint for our content creation journey, incorporating client feedback and strategic insights gathered throughout the collaborative review process. This iterative approach guarantees that the content we produce is not only aligned with the client’s vision but also optimized for success in the competitive digital landscape.

In the pursuit of perfection, we acknowledge that alignment may sometimes require a couple of iterations. However, our streamlined process ensures that this refinement phase is swift, typically taking about one week within our client onboarding timeline. We value efficiency without compromising the quality of our deliverables.

Upon finalizing the agreement on topics, briefs, and content types, the gears shift to production. Leveraging our extensive pool of over 300 writers, we possess the capability to cover a vast array of IT, fintech, and cybersecurity topics. Moreover, our adaptability shines as we are always prepared to recruit specialists when a project demands niche expertise.

This collaborative and adaptive approach not only accelerates the production timeline but also ensures that the content we create is infused with expertise and tailored to meet the specific needs of our clients. As we embark on the production phase, our commitment to excellence remains unwavering, reflecting in every piece we craft.