At SMX London 2020, James' session walked through how to use the topic cluster strategy to rank for high value, high competition B2B keywords.

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.How to Rank for High Value,.
.High Competition B2B Keywords.
.in 2020..
Using Topic Clusters for B2B SEO Success

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To drive organic growth as a B2B brand in 2020,
you need to be able to demonstrate your authority
and expertise within your niche.
B2B SEO Success in 2020...

4. @BrockbankJames
To drive organic growth as a B2B brand in 2020,
you need to be able to demonstrate your authority
and expertise within your niche.
This means a solid content strategy that’s executed in
a way that drives SEO success.
B2B SEO Success in 2020...

5. @BrockbankJames
Let’s teardown a proven tactic used to
rank for competitive B2B keywords...

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A proven
& powerful
SEO tactic to
help you own
the SERPs for
topics.
Introducing topic clusters for B2B SEO...

7. @BrockbankJames
Today you’ll learn:
● What are topic clusters?
● The benefits of using topic clusters
● How to develop and launch a topic cluster for any B2B niche
● How top-ranking B2B sites are using the strategy for success
Introducing topic clusters for B2B SEO...

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What are topic clusters?

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● A solid strategy to build topical authority.
What are topic clusters?

10. @BrockbankJames
● A solid strategy to build topical authority.
● Shift your focus from keywords to topics.
What are topic clusters?

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● A solid strategy to build topical authority.
● Shift your focus from keywords to topics.
● Multiple pieces of content are grouped within
a shared topic to demonstrate topical expertise.
What are topic clusters?

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It’s all about owning the SERPs for
topics, not keywords.

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● A pillar page forms the core of a cluster, and
covers a large, broad topic.
What are topic clusters?

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● A pillar page forms the core of a cluster, and
covers a large, broad topic.
● Cluster pages form supporting content that adds
depth into specific areas of the topic.
What are topic clusters?

16. @BrockbankJames
The benefits of using topic clusters for
B2B SEO success.

17. @BrockbankJames
● A proven way to build out niche authority.
The benefits of topic clusters...

18. @BrockbankJames
● A proven way to build out niche authority.
● Creating content that aligns with searcher intent
and can rank for targeted long-tail and head terms
across different stages of the funnel.
The benefits of topic clusters...

19. @BrockbankJames
● A proven way to build out niche authority.
● Creating content that aligns with searcher intent
and can rank for targeted long-tail and head terms
across different stages of the funnel.
● Forces you to think about topics, not keywords.
The benefits of topic clusters...

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It’s no longer enough to create
individual pieces of content that
target specific keywords.

21. @BrockbankJames
How to develop a topic cluster
content strategy.

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Practical steps to getting started:
1. Identifying pillar page topics
2. Planning & building out cluster content
3. Launching the perfect pillar page
4. Mastering internal linking
5. Building inbound links into topic clusters
Developing a topic cluster strategy...

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Identifying pillar page topics.

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● Which topic are you an authority figure on
and what do you want to be known for?
Identifying pillar page topics...

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● Which topic are you an authority figure on
and what do you want to be known for?
● Think broad but targeted keywords.
Identifying pillar page topics...

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● Which topic are you an authority figure on
and what do you want to be known for?
● Think broad but targeted keywords.
● Is there enough scope to create 10+ cluster pages?
Identifying pillar page topics...

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Identifying pillar page topics...

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Planning & building out cluster
content.

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● Think of cluster content as addressing
sub-topics and specific related keywords in-depth.
Planning & building out cluster content...

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● Think of cluster content as addressing
sub-topics and specific related keywords in-depth.
● Narrowly-targeted commercial sub-topics.
Planning & building out cluster content...

32. @BrockbankJames
● Think of cluster content as addressing
sub-topics and specific related keywords in-depth.
● Narrowly-targeted commercial sub-topics.
● Content that answer questions & educates.
Planning & building out cluster content...

33. @BrockbankJames
Build out cluster pages to expand
upon a topic and focus upon
searcher-intent.

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Planning & building out cluster content...

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Launching the perfect pillar page.

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● Pillar pages should comprehensively cover the topic.
Launching a great pillar page...

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● Pillar pages should comprehensively cover the topic.
● Don’t go too detailed into a subtopic; that’s what clusters are for.
Launching a great pillar page...

41. @BrockbankJames
● Pillar pages should comprehensively cover the topic.
● Don’t go too detailed into a subtopic; that’s what clusters are for.
● Focus on answering questions and writing for the user.
Launching a great pillar page...

42. @BrockbankJames
● Pillar pages should comprehensively cover the topic.
● Don’t go too detailed into a subtopic; that’s what clusters are for.
● Focus on answering questions and writing for the user.
● Ask yourself, “does this tell a user everything about this topic?”
Launching a great pillar page...

43. @BrockbankJames
● Pillar pages should comprehensively cover the topic.
● Don’t go too detailed into a subtopic; that’s what clusters are for.
● Focus on answering questions and writing for the user.
● Ask yourself, “does this tell a user everything about this topic?”
● Focus on comprehensiveness over word count.
Launching a great pillar page...

44. @BrockbankJames
● Pillar pages should comprehensively cover the topic.
● Don’t go too detailed into a subtopic; that’s what clusters are for.
● Focus on answering questions and writing for the user.
● Ask yourself, “does this tell a user everything about this topic?”
● Focus on comprehensiveness over word count.
● Create opportunities to internally link to cluster content.
Launching a great pillar page...

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Mastering internal linking for
topic clusters.

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Without internal linking, topic clusters
aren’t topic clusters.

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● Pillar pages must link down to all cluster
content.
Internal linking for topic clusters...

50. @BrockbankJames
● Pillar pages must link down to all cluster
content.
● Cluster content must link back up to the pillar page.
Internal linking for topic clusters...

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● Pillar pages must link down to all cluster
content.
● Cluster content must link back up to the pillar page.
● Cross-link between related cluster content.
Internal linking for topic clusters...

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Building inbound links into
topic clusters.

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● Inbound links remain a strong ranking factor.
Building links into topic clusters...

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● Inbound links remain a strong ranking factor.
● You need to be building links into your topic
clusters.
Building links into topic clusters...

56. @BrockbankJames
● Inbound links remain a strong ranking factor.
● You need to be building links into your topic
clusters.
● Utilise digital PR, guest posting or resource link
building as targeted tactics.
Building links into topic clusters...

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B2B topic clusters in practice.

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https://www.simplybusiness.co.uk/insurance/

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https://www.freshbooks.com/en-gb/invoice-templates

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Share these #SMXInsights on your social channels!
● It’s no longer enough to think about content strategy as
standalone pieces.
● Think topics, not keywords.
● B2B SEO success comes as a result of niche authority.

63. @BrockbankJames
SEE YOU AT THE NEXT SMX!
THANK YOU!