How To Write Cluster Articles


Producing cluster articles for your website can become a powerful tool for Search Engine Results Pages (SERPs). The idea is to create a topic and write as much as you can about the relevant subject. However, before starting this journey, remember to indulge in digital market research and find out what subjects are essential to the business model you are working towards.

How To Create The Cluster Category

Once you have mapped out your keyword strategy, try and recognise a search term that is hard to rank on page one of SERPs. Ranking for one particular short-term keyword (a short-term keyword is one word or two words that make up a service or product- for example, Engagement Rings) may become difficult due to the competition from other companies.

You can enter a bidding war using pay-per-click (PPC) services; however, for the contents of this article, we will look at cluster articles from an organic search engine optimisation (OSEO) perspective.

As we have used the search term ‘Engagement Rings,’ let’s stick with a pretend company in the jewellery industry and explore how you can grow its online presence.

Map out top-level categories you want to try and rank for. These could include:

  • Engagement Rings
  • Wedding Rings
  • Eternity Rings
  • Diamond Rings
  • Earings

The best way to get started is to map out rich articles and content that can be placed under each top-level category.

Engagement Rings

  • Article 1
  • Article 2
  • Article 3
  • Article 4
  • Article 5

This technique shows search engines that you have helpful content for website users. As time goes on, search engines will start to see your online presence as a valuable source of information and can rank you higher through search results.

Another technique you can try would be the introduction of sub-categories. However, only apply this strategy if you have surplus content to propagate to each new sub.

An example of this could include:

Primary Category – Engagement Rings

Sub Category 1 – Bespoke rings

  • Article 1
  • Article 2
  • Article 3
  • Article 4
  • Article 5

Sub Category 2 – Solitaire designs

  • Article 1
  • Article 2
  • Article 3
  • Article 4
  • Article 5

Sub Category 3 – Vintage rings

  • Article 1
  • Article 2
  • Article 3
  • Article 4
  • Article 5


UX Design

Creating an easy user experience (UX) through navigation and page design is crucial for users landing on your company website. The shopper or service seeker needs to feel at home on each page; what’s more, the user needs to be able to see and seek further information without looking too hard around the website.

The creation of categories can work great for content marketing; more importantly, the UX flow has to match the main navigation of the website. For example, if you are creating surplus amounts of content for blogs or news pages, try and match the categories to the services and products you have on offer.

Internal Link Building

After establishing your published articles under a primary category, the next step is for each post to start talking to each other. The only way to do this is by creating an internal link-building strategy.

Mapping out a matrix of content that talks to each other is a significant factor for creating authority on your website and SERPs.

Why Do Cluster Articles Work?

Producing and mapping out cluster articles can work for many reasons. You’re not only building exciting, relevant content for your industry, but you’re also gaining authority for the domain your services and products reside on.

Key points to consider:

1. Grouping content into clusters under primary categories can generate more traffic to your website.

2. Creating hyperlinks that talk to other cluster articles on your website can help convert your readers to relevant content and new customers.

3. Search engines such as Google launched a core algorithm update called RankBrain. The primary function of this upgrade is to rank content based on search intent. Google puts more emphasis on the quality of content and information provided. Cluster articles help promote this update.

4. Cluster articles help you become an expert in your field and produce high-quality, in-depth information for your industry.

5. Build short and long (*pillar) articles that can create a readership for your users. *Pillar articles are normally written and published with intensive and resourceful information. Many small cluster articles will point (using hyperlinks) back to the pillar article for more information.

6. Think of clusters of articles as chapters of a book, and the primary category is the book title.

7. Remember to audit your website and see which articles are driving traffic to your blog. You can always improve stagnant articles over time and bulk them out with more content. Moreover, a good trick is to combine cluster articles and form a more in-depth publication that helps with SERPs.

8. Check your cluster articles for duplicate content. Sometimes rich copy offers the same information as new or archived content.

9. When producing your content, think about educational, practical, relevant, shareable and helpful content. This production strategy will help define your online voice for users to be thankful and inspired.

10. Write cluster articles with content that answers questions. In addition, ask your audience a question and tell them to leave a comment on your blog. Creating a buzz around published content which allows users to interact will give you a big push for organic ranking. Create a relationship with your readers and potential clients.

11. With cluster articles, you can create an Author for each post. Assign content to sales agents or service representatives specialising in their particular field of expertise. Their bio should state a little about them and their contact details. This little trick can help readers gain trust from the person behind the information.


Questions And Answers

What is cluster content?

Cluster content is a group of published articles positioned under one category that targets a search term keyword. The articles should be relevant to each other and promote helpful information for the user, which in turn helps a website to gain authority in their industry sector.

What is the difference between cluster articles and pillar content?

Custer articles can be subject-specific and short in length; however, pillar content is an informative article that covers many different subjects, detailed and long in length. It’s a good idea to point (using hyperlinks) cluster articles back to pillar content for more information.

How do you build a topic cluster?

Research the keywords you want to target for SERPs, create a primary category and write content around that subject.

How do content clusters strengthen SEO?

Over time, creating a large volume of carefully considered cluster articles for one subject can boost your SEO efforts. Equally important is metadata, internal/external link building, social sharing, outreach and PR campaigns for each publication.

What is a cluster page?

A cluster page is a publication in the form of an article for a blog or news feed. Moreover, a cluster page forms an article relevant to a topic where many articles have already been created, and more can be assigned.

Would you like help with your digital marketing content? Or would you like to discuss an audit on your website? Please get in touch today!

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