Executive Report

Why Clustering Is an Important Marketing Technique

People are more likely to remember information that is organized into logical groups. For example, a long list of vocabulary words is easier to memorize when they are clustered together by subject matter.

Likewise, clustering can provide a way to organize content so that potential clients remember it and search engines reward it.

Why is clustering important for marketing?

  1. Search engines are starting to focus on clustering.

HubSpot reports that Google and other search engines are altering their algorithms to focus more on “topic-based content”. Websites focused primarily on content are being reorganized to meet the evolving demands of search engine optimization (SEO).

Under the “topic cluster model,” one page of a website may focus on a particular topic. For example, a fitness center may have a page devoted specifically to yoga. Secondary pages then link back to that page, forming a cluster. For a fitness center, this may include pages about the benefits of yoga.

This cluster of linked pages indicates that the main “pillar” page is an expert source on the topic, and so it may rank higher in search engine results for that topic.

FREE RESOURCE: Learn the psychology behind words that increase website traffic

  1. Consumers remember clustered content more easily.

A well-organized website not only makes a better customer experience, it helps them remember your content, as well. Think about how your content is currently organized, and how you might cluster it to guide potential clients through the decision-making process.

For example, someone who wants information about yoga may read a fitness center’s page about the benefits of yoga, then a different page about types of yoga positions, being repeatedly exposed to that particular brand, and so more likely to remember it when they are ready to pay for a class.

  1. Content clusters can help organizations stand out as subject authorities.

Many websites organize their content based on type, putting news releases, blog posts, case studies, and videos each on separate pages. Content that is organized into topic clusters, however, can make a company look more knowledgeable about that topic.

Instead of trying to target every possible variation of a keyword or phrase, companies may want to focus more on providing quality, knowledgeable content centered on a few main topics.

Organizing your content into clusters can help potential clients remember your content as you guide them through the sales process.

Have questions about information clustering and digital marketing? CC&A is here to help!

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