通过执行支柱和集群内容战略来支持长期SEO,从而获得搜索结果的牵引力. 支柱和集群战略的中心是高质量的信息,并支持必要的SEO策略,以增加搜索结果的权威.

When It Comes to SEO…

  • Keyword Stuffing Is Long Gone

  • ‘Create It and They Will Come’ Was Never a Great Strategy Anyway

  • Clickbait Headlines Were a Passing Fad


So Where Is the Best Place to Focus Our SEO Efforts?

Topic cluster diagram

Let’s set the stage with an overarching caveat: every company is different and the SEO 对每个业务最有利的活动将根据其环境变化nces. 

Now that we got that out of the way, 我们最近看到的一个SEO策略是支柱和集群内容. Originally coined by HubSpot in 2017, 支柱集群战略是企业SEO长期改善的有效途径, specifically improved positioning in search results for desired topics.

In this article, 我们将解释如何围绕支柱和集群战略建立您公司的内容工作, including:

  1. What are pillar + cluster strategies

  2. How can you identify relevant topics

  3. Which on-page SEO tactics help build results

When these individual pieces work together, it establishes a foundation for positive SEO results over time.


What Are Pillar and Cluster Strategies?

Pillar and cluster strategies consist of an informational pillar page, typically longer form content at 1,000+ words. 它由集群文章支持,集群文章是一些较短的文章,深入讨论整个支柱页面中提到的特定主题. The number of cluster articles can range from 10 to 50 or more. But don’t get intimidated! Remember that this is an iterative process for long-term results.

把所有东西粘在一起的胶水是文章之间的内部链接. 将支柱页面中的相关短语和关键词链接到集群文章中是很重要的, and vice versa.

支柱+集群内容战略不是一件小事——只要问问我们在这些项目上的合作网上十大网赌娱乐大全就知道了. But it is well worth the effort to stand out in organic search results. 在这些类型的内容营销工作上与代理机构合作可以为你的团队提供所需的人力来推动发展.

As your content strategy evolves, 你可能会发现其他相关的主题,可以作为另一个支柱页面的基础. 最终,网站内容可以像下图那样由几个支柱页面和支持集群文章组成.



How to Identify Topics for Pillar Pages and Cluster Articles

为了在搜索引擎中排名,支柱页面必须匹配搜索查询背后的意图. When a person searches for a topic online, 如果一个页面有高质量的信息,他们更有可能找到有帮助的页面. Before we dive into more specific ways to identify content topics, keep in mind the following attributes of successful content:

  • Educational

  • Non-promotional (Or at Least Low-Key Promotional)

  • Relevant

An often-quoted stat is that nearly 70% of the buyer’s journey is done online before potential customers make contact with a sales person. Think of your content strategy as sales enablement. 围绕哪些信息可以与潜在网上十大网赌娱乐大全分享,从而帮助他们解决问题,并让他们感到受教育. When we provide helpful info upfront, 人们在做决定的过程中会对你的产品或网上十大网赌娱乐大全有所了解.

With this frame of reference, 这里有三种为支柱页面和集群文章进行内容头脑风暴的方法.

1. Talk With the People on the Front Lines

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Oftentimes, 销售团队对网上十大网赌娱乐大全心中的热门话题有着惊人的洞察力,因为他们每天都与网上十大网赌娱乐大全互动. 通过一次谈话或偶然的头脑风暴会议可以发掘出与你的目标受众高度相关的黄金内容. Find more ways to brainstorm content ideas in our article on problem-solving content.


2. 执行关键字研究和选择一个智能焦点基于相关性,难度和搜索量

关键词研究告诉我们哪些搜索词会给公司网站带来访问者, which keywords competitors rank for, and which keywords are low-hanging fruit for ranking. 记住,关键词研究是一个很好的起点,但它只能让我们走到这一步. We need human insight to create the best content. Remember, 我们为支柱和集群页面选择的主题需要具有教育意义, relevant to audiences and non-promotional in nature.

3. 通过媒体和竞争对手来研究你所在行业的现状

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Chances are that if you’re part of an in-house marketing team, you already have a solid pulse on your industry. 但将专业知识转化为支柱和集群战略可能是一条学习曲线. 有两个容易找到话题指导的地方:行业媒体和竞争对手. 浏览行业出版物的标题和新闻节拍,了解消费者感兴趣的阅读内容. 对你的竞争对手做谷歌新闻搜索,看看他们是否排名或被博客或文章挑选. Research what’s out there, find something that piques your interest, and then start thinking about how you can do it better.

A Few of the Pillar Page Topics We’ve Written About for Clients Include:

这些主题足够广泛,允许在支柱页面中对部分进行扩展,并链接到更短的集群文章. 这也让他们与更广泛的受众相关,同时谈论这些人面临的问题.

Which On-Page SEO Tactics Return Results

在花费大量时间编写内容之后,页面SEO可能是你最后考虑的事情. 这些小而重要的策略可以帮助搜索引擎理解页面上的内容. Here is our quick and dirty checklist for on-page SEO:

  1. Select focus keyword(s): 基于关键词研究,为内容挑选一到两个重点关键词.

  2. Research supporting keywords: 回顾关键词研究,以确定同义词或相关的关键词,可以添加到文本.

  3. Blog_Graphic_May_21_20-34.png

    Optimize headers: Add focus keywords to the h1s, h2s, h3s.

  4. Write and optimize the meta description: Summarize the value a visitor will get by clicking through to this page. Include focus keywords.

  5. Add focus keyword to the URL: 如果你能将关键字输入到URL中,就能获得一些加分.

  6. Optimize the meta title: This is the text that appears on a browser tab. Include a focus keyword if it makes sense.

  7. Evaluate and add internal linking: 查看内容中的短语和关键字,这些短语和关键字可以让你链接到其他内部页面.

  8. Source supporting creative assets: The best content has graphics, and the best graphics have content. 在你的内容中添加一些创意,比如创建图形或寻找图片.

  9. Add image titles: 当设置页面时,通过添加一个简单的图像标题来支持SEO.

  10. Write image ALT text: 添加图形或图像的简要描述,以支持无障碍标准.

  11. Set a social sharing image: 通过添加一张会自动填充社交帖子的图片,让别人更容易分享你的内容.

重要的是要记住,支柱+集群战略是SEO的长期计划. It may take a few months to execute, 几个月后,搜索引擎开始意识到这些新创建内容的价值.

Over time, the strategy can be repeated to focus on different target audiences, service areas, or desired keywords. Once the ball gets rolling, 增量地优化内容并继续构建更多集群文章是一种轻松的方式.

如果你对支柱+集群策略如何在你的内容营销中发挥作用感兴趣, drop us a line and we’ll dig in together.