Topic clustering is my preferred approach for building topic authority in SEO.
Even without the benefits of keeping content organized and easy to expand, it encourages SEOs to prioritize user intent and relevance over just focusing on ranking for specific keywords.
Topic clustering is becoming more common in SEO, but that does not mean everyone is doing it well.
This article covers a few common mistakes I see in topic clusters – and explains the benefits of a better approach. Those include:
Missing internal linking and other UX opportunities.
Staying too shallow (or even going too deep) with the clusters.
Hitting on the right idea with the wrong approach.
Trusting the content to speak for itself.
Forgetting to refresh and update your clusters.
The good news is that all these mistakes are preventable and fixable. Let’s look deeper.
Mistake 1: Missing internal linking and other UX opportunities
Incorporating a cluster into your main site means considering the customer journey and weaving the content into your UX in a way that’s both intuitive and helpful for the user.
For instance, don’t just write a blog post; consider adding it to a relevant product or service page where users seeking more context will see it.
For each piece of content, consider where and in what context it will add value to your UX, and make sure it’s an intuitive piece of the user journey.
For instance, Seventh Generation, known for its eco-friendly cleaning products, has a strong blog post on post-consumer recycled material.
Placing this post near the product review section could help users better understand the brand’s strategy for using recycled plastic, addressing common concerns about its packaging.
Mistake 2: Staying too shallow (or going too deep) with the clusters
Getting the right depth for your clusters can be challenging. In most cases, the issue is that the cluster isn’t detailed enough, leaving valuable authority untapped.
On the other hand, if adding more detail doesn’t increase engagement (e.g., subtopics get less interest than the main page), it’s better to stop.
Similarly, avoid covering topics that don’t connect back to your product or service. They won’t add value to your strategy.
Using the Seventh Generation example, a topic cluster on laundry detergent could drill down into stain management, segmenting by use cases like athletic wear, business wear, outerwear, and casual wear.
It could also address different intent levels, such as education, consideration or direct product purchases.
A blog post like “when to treat stains” is a good start, but expanding on these opportunities can better engage users.
Dig deeper: How to become an industry thought leader by building content pillars