The strategy "Topic Clusters" for the B2B website: Create Authority and rank on Google.

Making B2B content almost dead ... Why didn't the traffic come? Leads is not in?

For the marketing team and business owners of all B2B ... Have you ever felt this way? We are dedicated to both the time and the budget. Write a blog article every week. Compressing the keyword that thinks "yes" is full, but the results are terrifying ... The ranking on Google does not move, the traffic that comes in is who do not know. Not the customers that we want, and most importantly, "no Leads quality" runs from organic channels at all. Like we are "shouting" in an empty room Try to talk about everything But no one truly heard or interested If you are encountering this problem You are not faced alone and there is a "solution" that is better than making "vignettes" content every day.

Prompt for illustrations: Graphic, marketing actors, B2B, sitting in front of the computer that opened the Google Analytics in front of the traffic graph, there were notes that wrote various content ideas. Scattered in a full table Convey the effort that has not seen results

Your website "Speak unknowingly" in the eyes of Google and customers

The main reason that your B2B content is not "powerful" as it should be. Not because you write badly Or your product is not interesting, but because of the "structure" of the content on your website "Scattered". Imagine following. Writing an article one by one, according to the keywords that can be remembered It is like building a house by putting each bricks in different places that do not have pillars, no beams, no clear, Google houses that are like "architects" to check the website. You will be confused about what the website is expert in this week. But in the overall picture, there is nothing to connect clearly, which makes Google unable to give the position. "Authority" in one topic for you.

This problem is caused by adhesion to the old SEO guidelines that focus on making a keyword one by one. But now Google's algorithm is much smarter. It doesn't just look at the word, but looking for "content relationship", also known as semantic search, it wants to understand that your website is Is the "knowledge treasury" that is trusted in that matter? Therefore do not answer anymore This is the reason why Marketing for content for B2B to need a deeper strategy.

Prompt for illustrations: Infographic images. Compare 2 sides of the left side, "Old Seo" is a picture of many articles. The pieces float in a scattered, no connection line. The right side is "New Seo (Topic Clusters)" as a pillar article (Pillar) and there is a line connecting to the sub -article (Clusters) that are in orderly.

Continue to release the "mess" website: what you have to "pay" is more expensive than you think.

Allowing your website to have a collection of vignettes continuously. Not just making you "tired for free", but it affects the business in the long run horrible:

• Lost resources in vain: both the time of the team and the budget used to create each content Became a sinking cost that does not return as it should be
• Miss enormous business opportunities: while you are "lost" your competitors that use better content strategies Is attracting the target customers that you should be in front of the eyes They are creating Authority and becomes Top-OF-Mind in the minds of customers.
• Create confusion for customers: When customers enter the website and find an article that is not linked. They will not see the overall picture of what "Keng Keng" in any matter, causing uncertainty and out of the web. Finally, a good Information Architecture is very important.
• SEO ranking is dropped and unsustainable: You may be hot in some keywords that are not important, but for "keywords making money" with high competition. You will never fight a website that has a strong and highly reliable structure.

In other words, you are "reducing" the value of your own website and brand without knowing it. Let the most important digital assets Became just a warehouse that no one wants to search

Prompt for illustrations: Down graph images With a small icon that represents Leads, Traffic, and Money are reduced The back is a shadow of competitors that are running out quickly.

The solution is "Topic Clusters": Change your B2B website to "Knowledge" at Google Love

It's time to stop writing articles as you wish. Then turned to a powerful strategy and proven to be effective, that is, "Topic Clusters Model" or "creating content groups". It is to organize all new content on your website. From the scattered To come together into a "category" that is systematic With 2 main components:

1. Pillar Page (the front of the pillar): This is a large content that is like the "encyclopedia" of the main topic you want to win. It is an article that covers the overall picture widely, but completely. For example, if you are a SAAS, your Pillar Page marketing may be "The Ultimate Guide to Email Marketing".
2. Cluster Content In each aspect of the main topics in the Pillar Page, each article will answer more questions or give more information, such as "5 ways to write emails for people to read", "Techniques for making A/B Testing in email campaigns", "Email marketing for B2B" etc.

The heart is "Link" or Internal Link. Every cluster article must have a link to the front of the pillar (Pillar) and at the same time. In front of the pillar, there will also be a link to the client articles as well. This is a very clear signal to Google, "Hey! My website Is the real expert on this topic. "It helps to build a strong structure and make Internal Link strategy is more meaningful.

If still confused about how different Topic Clusters and Pillar Pages Try reading the Topic Clusters vs. Pillar Pages for more deep understanding. And for world class references Can study more from Hubspot Academy , who initiated this concept

Prompt for illustrations: Infographic that is beautiful and easy to understand. Show the structure of the Topic Cluster in the middle is a large icon, writing "Pillar Page: Ultimate Guide to [Your Topic]" and has a line of 8-10 small icons that say "Cluster: Subtopic 1", "Cluster: Subtopic 2".

Examples from the real thing: when the SAAS company uses the Topic Clusters, then Leads jumped 300%.

In order to see more clearly I would like to give an example. (Modified from the actual case) of the B2B company that provides online accounting software services.

Problems before starting: They have blocks that are constantly writing financial articles and accounts. But the content is very scattered, such as the article on 'tax deduction', 'how to make a quotation', 'economic news', causing the traffic that is not stable and does not cause quality Leads at all. Rank for the main keywords like "Online accounting program" has always been 3-4 pages.

Topic Clusters: The marketing team decided to overhaul all new content. By choosing the topic that matches the business the most is "Account management for SME" is the main axis.

• Create Pillar Page: They create the best manual. "Accounting Manual for SME business owners (complete version)" more than 4,000 words covered from accounting basis, tax invoice management, recording, to reading basic financial statements.
• Create Cluster Content: Then they create (And bring the old articles to improve). The client article to delve into each topic, such as "5 accounting errors that Thai SMEs do the most", "How to choose your accounting program", "What is the E-TAX Invoice?", "Cash Flow Techniques" for every business will be linked back to the main page.

The result in 6 months: The changes that occur are very amazing. Rank for keywords "Online accounting program" and related keywords Successfully moved up to Google's first page! Organic Traffic increases by more than 150%, and most importantly, the "Demo Request" or Leads, which has increased by 300%, because the traffic that comes in quality and the true target audience. This is the power of showing expertise through strong content structures. Also known as Content Hub . Leading data sources like Backlinko also confirmed the efficiency of this strategy as well.

Prompt for illustrations: Before & After is a traffic graph that is up and down, and the low Leads numbers on the side are clearly a traffic and Leads graph. With a Google Ranking trophy on the top

What do you want to do? Checklist 5 steps to create a Topic Cluster for your B2B website.

Reading to this point, probably wanting to do it, right? Not as difficult as you think. Try to follow this 5 checklist.

1. Step 1: Search for the "heart" of your business (Identify Core Topics): I think that if you choose only 1-3 topics that you want to remember that your company is What is the "expert"? It should be a topic that is wide enough to branch into small matters and must be directly involved with the products or services you sell. For example, if you sell the Marketing Automation system, the main topic may be "Inbound Marketing" or "Lead Nurturing".
2. Step 2: Make a "keyword research": Looking as a group . Start searching for all related keywords Both the keyword keywords for the Pillar Page (usually a wide word that has high volume search) and Long-Tail Keywords for Cluster Content (usually a question or a long sentence. That is more specific)
3. Step 3: Place your Pillar Page structure: the outline body of the pillar. That will consist of a sub -topic How to order the content to be smooth and covered as possible. Remember that this page is a table of contents that will guide the reader to the whole story.
4. STEP 4: Construction (or update) Cluster Content: Start writing client articles one by one. Or bring the old articles that are already available to improve the content and put the link correctly The goal is to answer sub -questions. Each item is to be cleared and the most profound.
5. Step 5: Linking Strategy: This is the most important step! The rules are: Every cluster has to link back to the Pillar Page and Pillar Page. Should also link to the cluster involved. This connection must be done naturally by tracing the content into the content (Contextual link).

Just follow the 5 steps. Your B2B website will start to change from "Warehouse" becomes a "library library" that is ready to provide useful information to both users and Google. If you are thinking of Large website improvement Topic Clusters structure early Is the most worthwhile investment

Prompt for illustrations: Checklist images that look clean and easy to follow. There are icons in each step (STEP 1: Heart -shaped icon, Step 2: Glasses icon, Step 3: Structural document icon, Step 4: Style articles, Step 5: Connection icon).

Questions that B2B people often wonder about Topic Clusters.

I have compiled a common question from the B2B marketing team about this strategy. With clear answers and actually can be used

Q1: Pillar Page. One page should have about Cluster Content. How many articles?

A: No fixed rules. But in general, it should start at 8-22 articles to one pillar. The amount that will make Google see that you cover the topic. Profoundly But the quality is always more important than the quantity Should really focus on creating client articles that meet the needs of users Rather than focusing on the number of pumps

Q2: We can use old articles. That has been written to make a Cluster Content?

A: Of course and is a very recommended method! For you to explore (Content Audit), your old post blog that there are any articles that match with the Pillar Page that you have planned, then "renovation" (Content Refresh) provides more modern content. In -depth information And most importantly, "add Internal Link" back to the Pillar Page. To do this saves time and make your old content come back to life again.

Q3: Topic Clusters, how is it different from Content Hub or Category Page?

A: It is a very good question. Traditional Category Page is usually the duty to gather the list of the article, but the Pillar Page in the Topic Cluster model is a "article" that has its own content completely and covers the content hub. Which may mean the entire Topic Clusters, but the heart of Topic Cluster is "strategic connection" between Pillar and Cluster, which is more specific.

Q4: How long does it take to see the results from the Topic Clusters?

A: SEO is a marathon. Generally You may start to see a positive change in the ranking and traffic within 3-6 months after you create and connect the content in the Cluster. The higher the topic, it may take longer. But the results are "sustainable" and will definitely benefit the business in the long run.

Prompt for illustrations: Q&A style images that look friendly There is a picture icon, question mark and thought bulbs. Combined with each question and answers

Stop writing without direction And start building Authority today!

At this point, I believe that all of you have already seen that the Topic Clusters strategy is not just "SEO" that has arrived, but it is the "basic change" in the way we should have content for the B2B business. To the creation "The Kingdom of Knowledge" that makes your brand become a credible expert in the eyes of both Google and the most important thing is Your "target customers"

Investment is effective with the good content structure from today. May seem like a big event But the results you will come back Both in terms of sustainable SEO ranks, quality organic traffic, and Leads that are ready to become customers. It is more worthwhile than writing vignettes. Certainly

It's time! To change your B2B website into a truly powerful growth tool. Start your first Topic Cluster plan from today. And you will find that the strategy of the strategy is fun and amazing results!

If you need an expert in the structure and strong B2B organization website to improve the original website. To be ready for the competition today. The Vision X Brain team is happy to give advice!

Prompt for illustrations: inspiring images B2B marketer actors stood looking at the Topic Cluster plan on a large Whiteboard with confidence. The back is a window that has a bright city view. Convey the future of business growth

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