Create topic clusters using internal links
Posted: Sun Dec 22, 2024 5:51 am
An internal linking project that maps out clusters of relevant page topics (and not just the associated keywords) is a fantastic way to achieve positive results.
Group topics should start with the pillar page, as you just identified.
This is usually the main page for a particular topic.
Any related pages will act as supporting content to add depth to the topic.
These pages should link internally to the pillar page to show topical relevance and indicate that the main page is the most authoritative source.
Here's a visualization of the concept by HubSpot's Matthew Barby :
Internal links group topics
You can start mapping out your groups at this stage by taking your pillar pages and building a list of relevant supporting pages.
A simple way to do this is to create a spreadsheet for each topic group, like this example:
Internal links in group excel table
Take note of how there may be different levels of related pages for certain types of sites.
Once you've filled it out, you can create your group topic through internal links.
There is a misconception that the only way to create a topic group or silo is to follow URL paths like this:
yoursite.com/topic/
yoursite.com/topic/supporting-page-1/
yoursite.com/topic/supporting-page-2/
While this works and is often the preferred way to structure a silo, you can still achieve topic grouping without following this URL structure.
Here's how:
Step 1:
Start with your pillar page and begin internally linking the silo to key pages.
You can look for contextual links or navigation links that point to each of the models on the "renting" page we were referring to.
Step 2:
Keep linking further down the silo from these relevant pages within the topic.
In this example, the "bad leasing options" page would link to another page in the "VAT on leasing" silo.
These would be contextual links that naturally make sense within the flow of the page. Take note of these examples as you create your own topic group or cluster.
Step 3:
Support the silo from these pages if they link to the previous pages and the main pillar page.
For example, a "VAT on renting" page can link to a "bad renting options" page.
As well as reaching the “renting” pillar page:
It might also make sense to implement internal linking between pages at the same level of a topic group.
What you're doing at this stage is creating topic clusters to ensure that all related pages link to each other in the most appropriate directions.
This can have a positive impact on both SEO and UX.
Once you've completed these first two steps, you'll understand philippines number list how to check internal links and can plan how you'll use them to create topic clusters.
Expert advice:
Run a content audit to identify opportunities to improve your support pages and further strengthen your topic clusters.
Step 3 - Choosing the right anchor text
The next part of the strategy is choosing the right anchor text for your internal links.
A common question is whether you should always use your primary target keyword as internal link anchor text.
You won't actually be penalized for using exact match anchor text for internal links.
When it comes to external links, of course, manipulating anchor texts in this way is a violation of Google's webmaster guidelines , but the same doesn't apply to your internal linking strategy.
There are a few things to keep in mind to get the best results:
Variety: While you won't be penalized for only linking this way, it's not natural. Try to diversify your anchor texts whenever possible, but don't forget the great efforts you've made in SEO to optimize certain keywords. The virtue lies in the middle ground.
Length: Using long-tail variants of your keywords could help rank that particular term for your landing page, as long as it is written in a colloquial way for the population.
Relevance: Never force an exact match anchor text into an internal link in your content. Look for natural opportunities to place it without losing relevance.
Group topics should start with the pillar page, as you just identified.
This is usually the main page for a particular topic.
Any related pages will act as supporting content to add depth to the topic.
These pages should link internally to the pillar page to show topical relevance and indicate that the main page is the most authoritative source.
Here's a visualization of the concept by HubSpot's Matthew Barby :
Internal links group topics
You can start mapping out your groups at this stage by taking your pillar pages and building a list of relevant supporting pages.
A simple way to do this is to create a spreadsheet for each topic group, like this example:
Internal links in group excel table
Take note of how there may be different levels of related pages for certain types of sites.
Once you've filled it out, you can create your group topic through internal links.
There is a misconception that the only way to create a topic group or silo is to follow URL paths like this:
yoursite.com/topic/
yoursite.com/topic/supporting-page-1/
yoursite.com/topic/supporting-page-2/
While this works and is often the preferred way to structure a silo, you can still achieve topic grouping without following this URL structure.
Here's how:
Step 1:
Start with your pillar page and begin internally linking the silo to key pages.
You can look for contextual links or navigation links that point to each of the models on the "renting" page we were referring to.
Step 2:
Keep linking further down the silo from these relevant pages within the topic.
In this example, the "bad leasing options" page would link to another page in the "VAT on leasing" silo.
These would be contextual links that naturally make sense within the flow of the page. Take note of these examples as you create your own topic group or cluster.
Step 3:
Support the silo from these pages if they link to the previous pages and the main pillar page.
For example, a "VAT on renting" page can link to a "bad renting options" page.
As well as reaching the “renting” pillar page:
It might also make sense to implement internal linking between pages at the same level of a topic group.
What you're doing at this stage is creating topic clusters to ensure that all related pages link to each other in the most appropriate directions.
This can have a positive impact on both SEO and UX.
Once you've completed these first two steps, you'll understand philippines number list how to check internal links and can plan how you'll use them to create topic clusters.
Expert advice:
Run a content audit to identify opportunities to improve your support pages and further strengthen your topic clusters.
Step 3 - Choosing the right anchor text
The next part of the strategy is choosing the right anchor text for your internal links.
A common question is whether you should always use your primary target keyword as internal link anchor text.
You won't actually be penalized for using exact match anchor text for internal links.
When it comes to external links, of course, manipulating anchor texts in this way is a violation of Google's webmaster guidelines , but the same doesn't apply to your internal linking strategy.
There are a few things to keep in mind to get the best results:
Variety: While you won't be penalized for only linking this way, it's not natural. Try to diversify your anchor texts whenever possible, but don't forget the great efforts you've made in SEO to optimize certain keywords. The virtue lies in the middle ground.
Length: Using long-tail variants of your keywords could help rank that particular term for your landing page, as long as it is written in a colloquial way for the population.
Relevance: Never force an exact match anchor text into an internal link in your content. Look for natural opportunities to place it without losing relevance.