Summary: <br> How to reach out to Doug Kirk:<br> <a href="https://www.linkedin.com/in/douglastkirk/" target="_blank" rel="noopener noreferrer"> </a> <a href="https://twitter.com/optimize3point0?lang=en" target="_blank" rel="noopener noreferrer"> </a> <a href="https://www.optimize3point0.com/" target="_blank" rel="noopener noreferrer"></a><br> What if it were possible to achieve a higher ranking on Google and to improve content marketing efforts with one sweeping strategy? Well, according to Doug Kirk, president of <a href="https://www.optimize3point0.com/" target="_blank" rel="noopener noreferrer">Optimize 3.0</a>, companies can do just that by re-structuring their website content into topic clusters.<br> What Are Topic Clusters?<br> A website organized into <a href="https://connect.optimize3point0.com/topic-clusters" target="_blank" rel="noopener noreferrer">topic clusters</a> features pages of lengthy, informative content intended to anticipate and answer questions consumers typically consider before agreeing to make a purchase. More than that, in order for an ordinary webpage to function as a topic cluster, the authoritative site must also internally link back to other relevant content.<br> Webmasters have been structuring their content into topic clusters since the advent of the internet and, to this day, continue to out-rank company websites for targeted keywords. Despite documented successes, this model has not been widely adopted until recently. However, Doug believes that with growing accessibility to specialized tools, such as Hubspot topic clusters for SEO, more companies will begin experimenting with this model.<br> <br> How To Build Topic Clusters<br> The process of creating topic clusters concurrently optimizes your content to rank higher as a suggested result on search engines for particular industry-related keyword searches. In order to secure this lofty position on a Google results page, it is necessary to conduct thorough keyword research. Logically, the SEO keywords you choose should reflect the words and phrases most commonly searched by individuals fitting your buyer persona. (We can ensure these factors are integrated into <a href="https://www.sureoak.com/services/keyword-research-service" target="_blank" rel="noopener noreferrer">your keyword research</a>.)<br> Step 1: Keyword Research and Planning for SEO Topic Clusters<br> At his <a href="https://www.optimize3point0.com" target="_blank" rel="noopener noreferrer">inbound marketing agency</a>, Doug uses a questionnaire to learn about his clients’ buyer personas so that he can make strategic decisions about keyword selection. Once he has a preliminary concept for the main segment, called a pillar page, Doug puts together a template. This template aids in keeping topic cluster formatting consistent throughout your website and creates a general outline for SEO content creation.<br> Step 2: Content Planning and Creation for Topic Clusters<br> According to Doug, the most effective content is ‘brand agnostic’. Such content is not promotional, but instead provides readers with unbiased information. Doug suggests a chat with the sales department in order to uncover what type of information consumers are seeking. Listen to the types of questions consumers are asking your sales team prior when making their purchasing decisions, then write content that offers in-depth answers to those questions.<br> Step 3: Internal Linking within Topic Clusters<br> With educational pillar page content in place, Doug continues his work by linking back to supporting content from elsewhere on the site, a process called internal linking. Topic clusters benefit from robust internal linking, and Doug suggests including approximately five internal links to related content.<br> Internal linking is an important SEO tactic for your own website. If you're not familiar or want to build up your own internal links, check out Sure Oak's <a href="/services/internal-linkin..."></a>
