All posts by : Ruth Adeyemi

Imagine you searched for “best gaming phones” on Google, and the first five results were “how to game with your phone.” Or perhaps you searched for “burger in Lagos” and ended up with pages teaching you “how to make a burger at home.”

Would you click on those pages? Possibly not.

Because they don’t match what you seek, those pages did not provide answers or solutions to the current problem.

Every search query has a why (the purpose behind it). That’s search intent in SEO.

A page that perfectly matches a search intent will rank higher on Google and attract more clicks, engagement, and traffic.

If you want to create content that genuinely connects with your audience, understanding search intent in SEO is non-negotiable. Let’s break it down.

What Is Search Intent?

Search intent, also known as user intent or keyword intent, is a user’s primary purpose or goal when typing a specific query into a search engine. The goal could be to find information on a topic, locate a nearby store, make a purchase, get tutorials or tips, solve a problem, or visit a specific website.

Every user knows what they expect to see when they search. Your content will not resonate with your audience if it does not meet that expectation.

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Importance of Search Intent in SEO

Google aims to deliver valuable and relevant content to users that satisfies search intent. Think of it as a credibility mark. Whenever your content aligns with what users are looking for, Google rewards you with visibility.

Getting seen online (search engine optimization, SEO) involves several components, and search intent is one of the most important. Google’s Search Quality Evaluator Guidelines emphasize the importance of search intent, proving that it should be prioritized.

Content that meets users’ wants and needs has a greater chance of ranking in SERPs. When people trust that your page will always give them what they want, they will see you as an authority on that topic and be loyal to your page.

Types of Search Intent in SEO 

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There are four main types of search intent in SEO:

1. Informational intent 

This intent is when a person wants to learn the facts about a particular subject, such as a definition or explanation.

In the marketing setting, users with this kind of search intent are still at the top of the marketing funnel. At this stage, they are gathering as much information as they can get to learn before committing to a specific brand.

You must understand that, for this intent, users are looking for accurate, reliable, and detailed information to educate themselves before making a decision.

For example, someone who wants to start writing a blog will use search queries that begin with questions like “How,” “Who,” “What,” and “When” or phrases like “ultimate guide,” “tips,” “step-by-step content for beginners,” etc.

Often, these searchers are not part of a buying journey. They simply want to gather information, and your intent must match this.

2. Navigational intent

Unlike informational intent, the user is searching for something specific. The goal is to locate a particular website or page using search engines. They enter the name or specific keywords for what they are looking for.

These searches are targeted and focused. Users don’t need much information because they already know where they are headed. Because of how streamlined they are, official brand websites or social profiles tend to rank more in the SERPs.

3. Transactional intent 

This type of intent shows that an individual is ready to purchase, download a resource, sign up for a service, etc.

Here, the users are not just browsing mindlessly. They have researched their options and are looking for the best way to complete the goal.

This intent often includes search terms like buy, get, subscribe, download, sign up, for sale, and discount.

Since the user is already in decision-making mode, brands that optimize for this intent by using the right keywords, compelling CTAs, and a stress-free user experience tend to convert better.

4. Commercial intent

This intent is similar to window shopping or research before the purchase stage. Users with this intent are almost ready to buy but seek information to help them make informed purchase decisions and weigh options.

They are in the “tell me more” phase, where they compare options and check for recommendations, reviews, suggestions, and expert opinions before making the final decision.

Content like product comparisons, in-depth reviews, listicles, testimonials, and case studies perform well here because users are still in the decision-making stage. 

If your page offers insightful information that enables them to make an informed decision, you have a better chance of turning visitors into actual customers.

Examples of Different Types of Search Intent Queries

• Informational intent: “How to start a YouTube channel in 2025”
• Navigational intent: “Nike official website”
• Transactional intent: “Buy MacBook Air M3 online.”
• Commercial intent: “Best smartphones for gaming under $500”

Now, it’s your turn to identify the search intent for each search query:

• Step-by-step guide to baking a chocolate cake
• Amazon login page
• iPhone 15 Pro Max vs. Samsung S24 Ultra: Which is better?
• Cheap flight tickets to London

Note: The intent behind a search can be complex, and understanding it is crucial if you want your content to rank. 

Search intent isn’t always as straightforward as fitting into one category. Sometimes, it overlaps, or we can have more specific subtypes. 

For example, a query might seem informational, like someone searching for “the benefits of drinking green tea.” They might simply want to learn about it. However, another person using the same query might be considering whether to start drinking green tea regularly and looking for recommendations on the best types (commercial intent).

Also, several factors, like time, location, or even device type, can influence search intent. For example, someone searching for the “best places to eat in Lagos” at 11 a.m. might be exploring options, while someone searching the same at 7 p.m. is likely looking for a restaurant to visit immediately.

When search intent is complex, the best approach is to produce well-structured material that addresses potential keywords. 

You can use clear titles, divide topics into sections to meet various sub-intents, and offer informative and practical insights. You can also adjust your content by examining user behavior, search trends, and SERP results to fit different intents.

How to Identify Search Intent in SEO

Identifying audience search intent in SEO can be challenging because you need to step away from personal assumptions and into the user’s mindset. You need to think like them, understand their needs, and predict what kind of results they expect to see.

To create content that grabs attention and immediately converts visitors into customers, you must be directly connected to your audience’s wants or needs.

Photo by Growtika on Unsplash

According to the search intent distribution on Google:

• Over half (52.65%) of all Google searches are informational.
• Navigational intent covers a third of Google searches with 32.15%.
• 14.5% are commercial in nature.
• 0.69% of all the searches are transactional.

Another crucial fact is that search intent reflects the marketing funnel, allowing you to pinpoint users’ positions in the funnel. For example, if someone searches for “best running shoes,” they are evaluating or comparing different options, which means they have commercial intent and are in the desired stage of the funnel. 

Now, how do you identify search intent accurately? Here are the major ways:

1. Analyze keywords.

Researching core keywords and keyword modifiers (words or phrases that make the core keyword more specific, precise, focused, and contextual) is crucial in understanding search intent. Tools like Ubersuggest can help you find the keywords your audience is searching for, analyze competitors, and indicate the likely intent behind a keyword.

For example:

• Cheap gaming phones
  • Core keyword: gaming phones
  • Modifying keyword: cheap (indicating budget-conscious buyers)

• Best protein powder for muscle gain
  • Core keyword: protein powder
  • Modifying phrase: for muscle gain (indicating a specific use case)
    

2. Analyze the search engine results page (SERP).

This is a deeper step into understanding search intent that involves manually checking the SERPs.

Enter your target keywords into the Google search bar and carefully examine the SERPs. Google will then show you the most relevant content for that keyword or phrase. 

It will help you know:

• the intent that dominates the keyword (informational, navigational, or transactional)
• the content format that ranks best (blog posts, videos, etc)
• what competitors have talked about, and how you can provide more value by filling the gaps
• how competitive the keyword is
• the location and demographics of users

For example, if you search “how to bake banana bread” and Google shows mostly blog posts and YouTube videos, it means the intent is informational.

If you search “buy banana bread near me” and local stores appear, it means the intent is transactional.

3. Examine Google’s featured snippet.

A featured snippet appears before all organic search results and summarizes the search query.

Google picks from a list of helpful, relevant, and informative websites to display to users. Appearing here gives you a higher chance of ranking.

Pro Tip: Have you heard of voice search? Technology has evolved to the point that users now use voice search daily. Google featured snippets, which are conversational, often answer voice searches on the SERPs.

4. Use People Also Ask features.

This shows the questions searchers have asked relating to your keyword. You can use this as a reference to create relevant and informative content based on those questions.

People Also Ask can help create a topic cluster for more elaborate and detailed content. You can also use Google’s related searches or auto-suggest options.

5. Understand the context of the query.

Knowing the search context provides a trail to figuring out user intent.

For example:

• A location-based search, such as “pizza store in Lagos” or “pizza store near me,” signifies that the user is trying to find something nearby.
• When users search from a mobile phone, they need access to a mobile-friendly website with a responsive design and fast loading time.
• Searching “cheap laptops” vs. “buy MacBook Pro M3”
  • The first search is commercial intent (the user is still researching options).
  • The second search is transactional intent (the user is ready to buy).

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How to Optimize Content for Search Intent in SEO

Here are the ways you can optimize content for search intent in SEO:

1. Conduct keyword research.

Use Ubersuggest to determine the core keywords and modifiers your audience uses to search for information about the topic. Generate the focus keyword and other keywords. 

Strategically position keywords in the content to avoid keyword stuffing while ensuring they naturally fit into headings, subheadings, and the body.

Photo by Freepik on Freepik

2. Analyze SERPs.

Check the top-performing pages on the search results to align your content with the 3 Cs of search intent.

• Content type:

What type of content is dominant in the search results for your keyword? Are the rankings pages blog posts, product pages, category pages, or landing pages? 

This analysis will help you know the content type that is already doing well for this query.

Remember that SEO is not about reinventing the wheel; instead, you improve what is already working.

For example:

If your keyword is “best budget laptops for students,” the top-ranking pages might be blog posts with listicle-style content rather than product pages. This suggests that users prefer detailed comparisons to a single product recommendation.

• Content structure:

Check how the top pages are formatted (mainly applies to blog posts).

Are they how-to guides, tips, reviews, comparisons, step-by-step tutorials, or listicles?

You want to adjust your search intent according to this structure. 

Based on the previous example: 

If most high-ranking pages for “best budget laptops for students” use a listicle format, then a long-form guide with 10-15 laptop recommendations is likely the best structure to match search intent.

• Content angle:

This refers to the unique selling point or hook that makes the top-ranking page stand out. 

Do they emphasize up-to-date recommendations, prices, proven tips, expert insight, etc.? This will show you what users value most when searching for that query. 

Using the previous example:

If the top-ranking pages emphasize “affordable & durable laptops,” this suggests that users prioritize cost-effectiveness over premium features. 

Your content should reflect this by focusing on value for money rather than high-end specs.

3. Consider the full intent of the keyword.

Search intent can have layers beyond what you find on the ranking pages, which means you need to think deeper about what the user truly wants beyond what the query states.

For the keyword “best budget laptops for students,” people naturally want to compare different low-budget laptops.

However, users may also have related concerns, such as:

• What’s the best laptop under $500 for students?
• Which budget laptop has the best battery life?
• Can I use a budget laptop for gaming and schoolwork?

Pro Tip: You can find these questions by checking Google’s People Also Ask section, doing related searches, and using keyword tools like Ubersuggest. Answering these questions within your content increases its relevance and depth, helping it rank better.

4. Optimize title tags and meta descriptions. 

The title tag and meta description are the first two pieces of information your audience sees before clicking on your page. Ensuring they match search intent can increase clicks.

To do this effectively:

• check the title tags and meta descriptions from top-ranking pages.
• identify the specific words, phrases, and hooks they use.
• format your title similarly while making it unique.

For example, if top-ranking pages for “best budget laptops for students” have titles like:

• Top 15 Best Budget Laptops for Students in 2025
• Best Affordable Laptops for Students: 10 Picks for Every Budget

Your title should follow the same pattern, such as:

“12 Best Budget Laptops for Students in 2025 (Long Battery Life & Performance)”

Optimize your meta descriptions; they should be clear and action-driven.

5. Optimize visual intent.

Search intent in SEO is not limited to text; it also extends to visuals.

For example, if Google’s search results for “best budget laptops for students” include an image pack, it means users also expect images in their search results.

For SEO image optimization, do the following:

• Include high-quality, relevant images in your content.
• Use descriptive alt text with keywords (e.g., Best Budget Laptop for College Students–HP Pavilion 14).
• Create comparison tables listing specifications, pros, and cons.
• If video results appear frequently for a query, including a relevant and small-sized video can improve engagement and make your content more valuable.
  

6. Match CTA with user intent and customer journey stage.

Your call to action (CTA) should align with where the user is in their buying journey.

For example, a user searching for “best budget laptops for students” is in the consideration phase. They are comparing options but are not ready to purchase immediately.

A CTA like “Buy Now–Best Budget Laptop for Students!” would not match intent. Instead, a better CTA would be:

“Compare the Top 10 Cheap Laptops for Students.”

“Check Out Our Full Laptop Buying Guide for Students.”

However, if the search query is “where to buy HP Pavilion 14 for students,” a transactional CTA like “Get the Best Deals on HP Pavilion 14–Order Now!” is better.

7. Make your content easy to read and understand.

Poor readability can drive users away even if your content is optimized for search intent.

To improve readability:

• Use short paragraphs (2-3 sentences per paragraph).
• Keep your tone conversational and avoid unnecessary jargon.
• Use bullet points and number lists to break down information.
• Use clear headings and subheadings.

For example, instead of writing, “There are many ways to boil an egg, but you should start by boiling water in a pot, then placing the eggs inside for a few minutes before cooling them in ice water,”

You could simplify it like this:

 How to Boil an Egg (Step-by-Step)

• Fill a pot with water and bring it to a boil.
• Gently add the eggs and let them cook for 7-10 minutes.
• Transfer to ice water for easy peeling.

Creating easily readable and scannable material increases reader engagement and lowers bounce rates.

Photo by Pixabay by Pexel

Final Thoughts

Understanding search intent in SEO is vital for delivering the best possible user experience. Search algorithms are constantly changing, and consumer expectations keep shifting. 

Today, people don’t just want information; they want content that directly answers their questions, addresses their pain points, and simplifies buying decisions. 

When your content aligns with user intent, it provides value and boosts engagement and SEO performance.

Follow us on Instagram for daily SEO tips and opportunities

READ MORE: A COMPREHENSIVE BEGINNER’S GUIDE TO VOICE SEARCH OPTIMIZATION – SARMLife

Have you ever felt overwhelmed by the constant need to create content? If yes, you’re not alone. This is a common challenge, and in the rush to keep the consistent flow, many bloggers jump from one random idea to another without a clear plan.

The major problem is a lack of direction, which makes it harder to build authority, attract the right audience, and improve SEO rankings. This is where creating content buckets comes in.

Creating content buckets provides a structured approach to content creation. They help you organize your blog, making it easier to plan, create, and maintain a steady flow of valuable posts that align with your niche and audience needs.

This post will examine how to create content buckets, how they work, and why they’re essential for a solid blogging strategy.

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What Are Content Buckets?

Content buckets are subcategories or themes within a content pillar. They help you break down broad topics into more specific blog post ideas. 

Content Buckets vs. Content Pillars

Content pillars are a concept from the hub-and-spoke model. They are core themes or overarching topics on which a brand wants to focus its content and communicate with its audience. Think of them as a broad category of specific and specialized topics your blog consistently focuses on.

Content pillars serve as the foundation or building blocks of a content strategy, ensuring the creation of relevant, valuable, and consistent content that resonates with the audience.  

For example, if your blog is about digital marketing, your content pillars (categories) might be:

• SEO
• Social media marketing
• Content marketing

Each pillar represents a significant aspect of your blog’s niche.

With content buckets, developing new ideas and organizing content into more specific angles is easy. This allows for covering various topics while staying within a structured framework.

Under the SEO pillar, your content buckets (subcategories) might include:

• Keyword research
• On-Page SEO
• Technical SEO
• Link building

Photo by Freepik on Freepik

Importance of Content Buckets for Your Blog

Here are some major reasons why you should learn how to create content buckets for your content:

Content ideation

One of the biggest struggles for beginners in blogging is creating content that resonates with their audience. Visibility in blogging isn’t just about writing; it’s about consistently creating high-quality, high-value content. However, you can’t achieve this without proper content ideation.

This stage might seem easy, but your content will automatically suffer if your ideas are weak. Poor content ideas lead to poor engagement, poor SEO performance, and a struggling blog.

With content buckets, brainstorming becomes easier, and content creation becomes less time-consuming. You’ll always have a structured list of core topics and subtopics to write about, ensuring your content stays focused, consistent, and aligned with your marketing goals and audience’s needs.

Improves content organization

Learning and implementing how to create content buckets ensure your blog follows a structured and organized approach instead of randomly selecting ideas. Without this structure, your blog can feel scattered, making it hard for your audience to navigate or understand what your brand is truly about.

Content pillars also act as a blueprint, preventing inconsistency and topic overload. This helps you avoid publishing unrelated or disconnected blog posts.

Boosts SEO strategy

Content buckets play a significant role in SEO, impacting how search engines like Google view and categorize your content. Search engines prioritize structured content because it’s easier to crawl, index, and understand.

By organizing your blog subtopics under well-defined buckets, you position your content for higher visibility. This improves your search rankings, attracts organic traffic, strengthens your online presence, and, over time, increases conversions.

Search engines also reward websites with in-depth, well-researched, and interconnected content. Structuring your blog around supporting subtopics makes your content more authoritative, increasing its chances of ranking higher.

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Improves audience engagement

When visitors land on your blog and find multiple pieces of well-structured content covering the topic they are interested in, they are likelier to stay on your site.

Learning how to create content buckets prevent redundant content, ensuring you’re not creating multiple posts with the same format, angle, or message that could bore your readers. Instead, they help you diversify your content while keeping it interconnected, encouraging visitors to explore more of your blog.

By mapping out content buckets strategically, you can create a content journey that keeps your audience engaged and encourages repeat visits (a critical factor for building a loyal audience).

How to Create Content Buckets for Your Blog

1. Define the blog’s niche.

Before anything else, you need to establish your blog’s niche. This gives you a clear direction and prevents you from writing about unrelated topics. It also provides a starting point for generating content pillars that align with marketing goals, positions your blog as an authority in your space, and makes it easier to attract the right audience.

To do this effectively, ask the following questions:

• What is the purpose of my blog?
• What does my blog stand for?
• What differentiates my blog from competitors?
• How do I want my audience to perceive my content?
• What problems does my blog solve?

For instance, let’s say you’re starting a personal finance blog. Instead of covering every financial topic, you might choose a niche like “budgeting and saving for young professionals.”

This ensures your content remains consistent and attracts young people looking for specific financial advice tailored to their lifestyle.

2. Conduct audience research.

You are not writing for yourself; your audience is the main focus. Without knowing who your audience is, you might create content that doesn’t resonate or post on platforms where your audience isn’t even present.

Audience research helps you identify:

• Who they are: their demographics, interests, and pain points.
• Where they are: the platforms they engage with most (e.g., Instagram, LinkedIn, or YouTube).
• The content they prefer: long blog posts, step-by-step tutorials, infographics, or short blog posts.

Use tools like AnswerThePublic to analyze competitors’ strategies and identify content gaps. This will help you tailor your content and fill content gaps accordingly.

Photo by Tima Miroshnichenko on Pexels

3. Perform keyword research.

Once you’ve identified your niche and audience, keyword research is next. This ensures your blog posts align with what people are searching for, helping you rank higher on search engines.

Use tools like Ubersuggest, Semrush, or Google Keyword Planner to analyze:

• high-volume search terms related to your niche
• low-competition keywords you can easily rank for
• long-tail keywords that target more specific queries

For a personal finance blog, instead of targeting the broad keyword “budgeting,” a keyword research tool may recommend more focused queries such as “how to budget on a low income” or “50/30/20 budget rule for beginners.”

4. Choose three to five core content pillars.

Based on your keyword research, you should already have a sense of the pillar themes that can serve as the basis for your blog. It is crucial to keep these pillars to three to five main themes. 

For a personal finance blog, your content pillars might be:

• Budgeting and saving
• Investing for beginners
• Debt management
• Side hustles and passive income

5. Break each pillar into content buckets.

The next stage is to divide your arching themes into content buckets, which are your subcategories that enable you to delve further into each subject.

Example (for the “Budgeting & Saving” pillar):

• Budgeting Methods: 50/30/20 rule
• Savings Challenges: No-spend months, 52-week savings challenge
• Expense Tracking: Best apps for tracking spending

6. Map out blog topics for each bucket.

Now that you have your content buckets, it’s time to generate blog topics under each bucket. You’re no longer stuck thinking about what to write at this stage. You already have a blueprint of content ideas.

Example (for the “side hustles & passive income” pillar):

• Best side hustles for college students
• How to make passive income with digital products
  

7. Create high-quality content.

After carefully outlining content pillars and buckets, you must ensure that each blog post contains well-researched, valuable, engaging, easy-to-read content optimized for SEO and, most importantly, actionable.

Avoid writing weak content.

8. Repurpose content.

This is key to getting the maximum value from your blog post. Your blog post must not be sitting in the corner of the archives, collecting dust. Repurposing content allows you to reach a wider audience across different platforms.

9. Optimize for internal linking.

Internal linking is often overlooked in blogging, yet it’s a powerful SEO strategy that encourages visitors to stay on your site longer.

Every new blog post should include at least two or three links to relevant posts on your website. This helps to:

• improve site structure and make it easier for Google to index your content
• keep readers engaged, which reduces bounce rates
• drive more traffic to older blog posts, ensuring they remain valuable over time

Photo by Judit Peter on Pexels

Final Thoughts

Building a successful blog goes beyond writing random posts. It requires a clear and structured strategy, and this is where learning how to create content buckets comes in. 

This concept helps you stay organized, consistently create high-quality content, and improve your blog’s SEO and audience engagement.

Apply this concept today, and watch your blog become a valuable resource for your readers!

Are you having trouble creating your content bucket? Send us a DM on Instagram.

READ MORE: 5 Importance of Blog Marketing for Business Growth – SARMLife

While Google algorithms constantly change, some pages will always maintain a high ranking. 

Why? 

Search engines prioritize content that delivers the most valuable and relevant results to users’ queries.

But what makes content relevant enough to be seen and loved by search engines?

It is not about targeting keywords or writing quality content alone. It’s about building topic clusters for SEO. 

Google introduced the concept of topic authority in 2023, and since then, it has become a critical part of SEO. SEO has shifted from a purely keyword-based approach to a more user-focused discipline.

Building topic authority is the best trick, especially since one of the biggest struggles of blogging is generating fresh content ideas. The best way to tackle this is to organize your content into topic clusters for SEO. 

A solid topic cluster strategy generates endless ideas and creates a logical site structure, improving user experience and search engine visibility. 

This article will share a few tips on how you can build cluster topics.

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What is a Topic Cluster in SEO?

A topic cluster in SEO is a group of pages on your website that covers a specific topic in great detail.

It consists of one or two pillar pages (detailed guide) linking to a set of related subpages (the more specific cluster pages), which, in turn, link back to the pillar page(s).

Have you ever wondered why every link you click in a blog post leads you to another page on the same site? It feels like the site has covered everything related to that specific topic.

That’s topic clustering at work!

Topic clustering is crucial in helping search engines understand your website’s structure. Organizing your content this way makes it easier for search engines like Google to recognize your site’s authority on a specific subject. This increases your chances of ranking high in the SERPs for various keywords relevant to that topic.

For example, imagine you run a website about healthy eating. Your pillar page could be a complete guide on “Healthy Eating Tips for Beginners.” From there, the page can link to several more specific cluster pages, such as:

• Top 10 Superfoods to Include in Your Diet
• How to Create a Balanced Meal Plan
• The Benefits of Organic Eating
• The Importance of Fiber in Your Diet
• Meal Prep for Beginners

Each cluster page will link back to the pillar page, improving the content hierarchy and making it easier for search engines to crawl and index your related content.

What is the difference between topic clusters and pillar pages?

A pillar page is a single piece of content, while topic cluster is the entire interconnected blog posts that are built around that pillar page.

So, where a pillar page offers a general overview of the topic in view, the topic clusters (supporting blog posts) cover specific sections of the pillar page in great detail.

Here’s a real life example of this:

SARMLife has a pillar page on ‘On-Page SEO Guide‘ and we have topic clusters that cover specific aspects of local SEO including:

• 7 PRACTICAL TIPS ON HOW TO WRITE SEO HEADLINES IN 2025 
• 6 Common Google SERP Features & Best Ways to Optimize for them 
• URL OPTIMIZATION | 11 BEST PRACTICES FOR AN SEO-FRIENDLY URL 
• INTERNAL LINKING FOR SEO – 9 BEST PRACTICES AND TIPS
• HOW TO WRITE META DESCRIPTIONS FOR SEO + FREE TEMPLATES
• HOW TO DO IMAGE SEO OPTIMIZATION | THE COMPLETE GUIDE
• 9 Top Content Writing Tools for SEO every blogger needs
• 14 Powerful Tips on How to Write a Blog post that engages

It is important to also note that you cannot have one without the other.

A pillar page cannot work properly without a topic cluster, and a topic cluster must be anchored by a pillar page.

Topic Clusters vs. Pillar Pages Comparison Table

Why Topic Clusters Matter for SEO in 2026

Photo by gpoint studio on Freepik

Topic clusters are a secret weapon for SEO success. By developing content around a core topic, supporting cluster pages, and using internal linking, websites can increase their topical authority and provide a better user experience.

Topic clusters should be your go-to strategy for grouping blog posts, organizing product or service pages, or structuring knowledge base content.

Importance of topic clusters for SEO

Using topic clusters is an effective way of structuring your website in an SEO-optimized way. Grouping and organizing topics and subtopics helps to signal your site’s credibility, authority, and expertise in a particular niche to the search engine. 

Over time, this approach helps you gain traffic for long-tail keywords with lower search volume.

Additionally, by using descriptive anchor text to connect the pillar pages to the cluster pages, you’re strengthening your website’s internal linking structure, which can enhance indexing and crawlability.

Importance of topic cluster for Google

Topic clusters also help Google understand your site. The more subtopics or cluster pages on your website, the more supportive content Google sees, primarily through internal linking. This helps distribute page rank and improve positions in the SERPs.

Using topic clusters also improves Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), a ranking signal to search engines like Google. It shows Google your site is credible and reliable.

By pairing topic clusters with off-page SEO tactics like backlink development, you can maximize the effectiveness of this strategy. As more external sites link to your content, Google will rank your site higher, granting you even more authority.

Importance of topic cluster for users

To users, a pillar page is like a one-stop shop for all answers related to a particular topic. Implementing topic clusters can reduce bounce rates and increase user engagement, making your site more valuable.

Users visiting your website will receive more than the answers they initially sought. They’ll be directed by your clusters to more relevant content, helping them find answers to questions they hadn’t even thought of yet. This level of comprehensive content makes you an authority and a trusted leader, especially when users are ready to take action.

How to Build Topic Clusters for SEO

Building topic clusters for SEO involves three critical factors: pillar pages, cluster pages, and internal linking. 

The step-by-step process of creating a topic cluster includes the following:

1. Select the core topic.

The first step in creating topic clusters for SEO is to choose the core topic. Although this seems like the easiest part of topic clustering, don’t be deceived. 

Choosing a high-level topic requires extensive brainstorming. This core topic will shape the pillar page and must be broad enough to cover many subtopics.

To choose the right topic, ask the following questions:

• What is the purpose of the website?
• What type of content do I regularly publish?
• Are these topics relevant to what I do?
• Can I create several pieces of content from this topic?
• Do these topics serve a specific user intent?

2. Conduct keyword research.

Photo by Upkylyak on Freepik

After choosing the topic, the next step is to conduct a keyword research analysis. The keywords help structure the topic clusters. Find all the possible keywords you can rank for in a core topic.

To get the best results, follow these steps:

a. Find core (short-tail) keywords: 

Start with broad, high-traffic keywords related to the topic. 

To get this, enter the core topic into the Google search bar and check for:

• Google auto-suggestions 
• The People Also Ask section, and
• Related searches at the bottom of the page

This is to get keywords or phrases that are ranking for that topic.

b. Analyze keyword:

Use tools like Ubersuggest, Semrush, and Google Keyword Planner to analyze the keyword’s search volume, keyword intent, and difficulty.

c. Analyze search intent:

Ensure your search intent aligns with what users want to see when they search for the keyword. 

Are they looking for informational, navigational, transactional, or commercial content? 

Getting search intent right will ensure users take action after reading your content.

d. Select supporting keyword:

After choosing the main keyword, use tools like Ubersuggest, Semrush, Google Keyword Planner, or AnswerThePublic to find lower-competition, long-tail keywords that will serve as subtopics.

In this case, target medium- or long-tail keywords with lower search volume and SEO difficulty.

By structuring your keyword research this way, you ensure your topic cluster covers all necessary angles while improving SEO rankings.

3. Create pillar pages.

Once you’ve compiled a list of potential keywords, the next step is to determine the focus of your pillar page and the number of cluster pages that will support it. Pillar pages are comprehensive, well-researched, detailed, in-depth pages that broadly cover the main topic and serve as the foundation for implementing the topic cluster strategy.

The number of cluster pages you create per pillar page depends on the breadth of your pillar page content. You can aim for anywhere between 8 and 10 cluster pages.

Then, proceed to create your pillar page.

To create a well-optimized pillar page, you must ensure the following:

• It covers the topic in detail and does not go too deep into the subtopics for the cluster pages.
• It covers all aspects of the topic while strategically linking to cluster pages using descriptive anchor texts to signal its importance to search engines.
• It is easily readable by users and scannable by search engines. Do this using a clear and logical structure of header tags (H1, H2, H3).
• It contains strong calls to action (CTAs) to encourage engagement, whether by encouraging users to read another post or leading them to cluster pages.

For instance:

If your core keyword is “Healthy Eating,” a pillar page could be titled: 

The Ultimate Guide to Healthy Eating: A Beginner’s Approach

This page briefly introduces concepts such as meal planning, food groups, portion control, and dietary choices. It links to cluster pages that discuss each subtopic in detail.

Photo by MART  PRODUCTION on Pexels

4. Develop cluster content.

The concept of topic clustering can be very tedious, considering the number of pages you have to write.

However, while you can have as many cluster pages as your pillar page can take, ensure that each is of high quality. It is better to have fewer well-researched, authoritative pages than hundreds that are poorly researched.

Once you have the topic clusters, assign the keywords you’ve identified to each cluster. The content of each cluster page should address a specific subtopic of the pillar page, improve website structure, and help search engines understand topic relationships.

An example of a cluster page for the pillar page titled “The Ultimate Guide to Healthy Eating: A Beginner’s Approach” would be:

• The Best Vegetables for a Balanced Diet
• How to Create a Balanced Meal Plan
• Whole Grains vs. Refined Carbs: Which Is Healthier?
• Portion Control: How Much Should You Really Eat?

Each cluster page would link to the pillar page, strengthening the site’s authority on the topic.

5. Optimize existing content for cluster pages.

Good news! You don’t always have to write new content for your cluster pages. You might have content on your website that can serve as cluster pages; all you have to do is optimize them using these steps:

• Add the newly researched keyword to the title, meta description, subheadings, image alt tags, and URL.
• Make the content more detailed and readable.
• Review the internal links and add new ones that link to your pillar page.
• Use relevant images and CTA.

Tip 1: During your research, analyze competitors to identify content gaps. Use these insights to create additional cluster pages that will provide more value to your users.

Tip 2: To make the pillar and cluster pages more engaging, ensure they contain high-quality images, infographics, videos, etc.

6. Implement internal linking.

Internal linking is the engine that build topic clusters for SEO. A topic cluster cannot succeed without strong internal linking. 

Importance of internal linking for topic clustering

• It helps Google understands the content hierarchy because when multiple cluster pages link back to one pillar page, Google understands that “This page is the main authority on this topic.”
• Users are able to navigate easily from broad topics to more specific ones increasing user experience.
• It merges ranking signals, so instead of competing with each other, your pages work together.
• It also helps Google find and crawl new cluster pages faster and understand the relationship between your pages.
• It strengthens semantic relevance which are important for AI Overviews.

Here are some best practices for internal linking for SEO.

How to improve topic clusters with internal links

• Assign one clear pillar page per topic cluster
• Link every cluster page back to the pillar
• Link the pillar page to all cluster pages
• Use consistent, descriptive anchor text
• Link ONLY topically related cluster pages to each other
• Place internal links early in the content
• Ensure no cluster page is orphaned
• Fix broken or redirected internal links
• Link weaker pages to high authority pages
• Maintain a clear link hierarchy
• Update internal links when new content is published

7. Optimize and update topic clusters. 

SEO is never a one-time task; you have to be ready to update your pillar and cluster pages regularly. 

Here are a few tips:

• Always track your website performance using tools like Google Analytics and Google Search Console.
• As algorithms change, content also becomes outdated. To update outdated content, invest in fresh SEO statistics and new research.
• You should add new cluster pages over time.
• Ensure your content still aligns with what users are searching for. Continually optimize for search intent.
• Research ranking pages to improve engagement metrics.

Pro Tip: Revisit pillar and cluster pages every 3-6 months to update outdated content and improve internal linking.

Photo by Pixabay on Pexels

FAQs on Topic Clusters

Final Thoughts

Topic clusters are a necessary addition to your content strategy in 2026 if you are aiming to increase your visibility across search engines, answer engines and generative engines.

Building topic clusters for SEO can help establish topical authority, drive traffic, and, most importantly, improve the user experience.

The best part is that you can follow these steps to make your content irresistible to search engines and users. With topic clusters, you can build a powerful, authoritative website that ranks higher and attracts engaged readers.

Don’t miss out.

Have you ever implemented the topic cluster strategy? Share your results with us in the comments.

READ MORE: THE ULTIMATE PRO GUIDE TO SEO CONTENT WRITING 

If you don’t search for ways to repurpose content for SEO in 2025, you’ll be wasting your efforts and missing opportunities to monetize your marketing.

Here’s a question: How long did your best blog post take before its generated traffic stopped?

A week? Three weeks? At most, four weeks? That’s the trend. You’d be surprised to know that most of the published content stops generating traffic within a month.

As a blogger or business owner, you find yourself in the loop of creating another blog post from scratch just to stay relevant. This is hard work! Creating optimized content takes lots of time and energy, regardless of the tools that help to speed up the process. 

Imagine constantly going through an endless cycle of mapping out ideas, conducting keyword research, researching topic intent, optimizing the outline, writing the first draft, proofreading, reviewing, editing, and publishing the content, yet with no results.

To maximize your reach and maintain visibility in this fast-paced digital world, creating ways to repurpose content is no longer optional; it’s a necessity. 46% of marketers believe repurposing content is more effective than creating new content from scratch. 

This blog post gives you nine failproof ways to repurpose your content for SEO in 2025.

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What Is Content Repurposing?

Content repurposing is the process of converting existing content and transforming it into a different format for different platforms to reach a wider audience and maximize the content’s value. 

This strategy helps revive old content, generating dozens of new posts with less effort while meeting publishing schedules and satisfying audience cravings for content. 

For example, you could convert a blog post into several LinkedIn posts, a Twitter thread, a video script, a TikTok video, a webinar, a comprehensive e-book, or an infographic.

However, repurposing content for a new platform is not a copy-and-paste strategy (republishing).

Content Repurposing vs. Content Reposting

As explained earlier, repurposing content for SEO involves transforming existing content into a new format or adapting it for a different audience or platform. 

However, sharing the same content again on a new platform with minimal or no changes is called content republishing or reposting. This approach is only advised when reintroducing high-performing content to new followers but is not particularly effective.

Imagine posting your 1500-2500 word blog post on LinkedIn or having your YouTube channel talk about your blog post word for word. That would be ineffective.

The secret of content repurposing lies in adapting content to a specific channel. This requires understanding each platform’s algorithm and tailoring every piece of content to that platform.

Repurposing allows you to create a dozen pieces of new and valuable content from a single blog post; however, republished content tends to fall under Google’s duplicate content rules. 

Republishing or improperly repurposing content can lead to the same information being found on multiple website pages, which can cause Google to flag the content.

Refurbishing involves updating and enhancing existing content to improve its accuracy, relevance, and performance. It could include updating outdated content and improving SEO elements such as keywords, meta descriptions, and visuals.

Benefits of Repurposing Content 

Unlike creating new content, strategically repurposing content has several benefits, which include:

Saves time and energy

Creating well-optimized content takes two to five hours, depending on the length of the blog post. By learning how to repurpose content for SEO, you only have to leverage the research, update the writing, make a few changes, and reshape it, saving hours of time and energy. 

Although some content repurposing is not always easy, mainly when it involves video recording, the effort is still less than drafting entirely new content from scratch.

Increases new audience reach

Imagine reaching all audiences from every platform, regardless of their specific content types. With content repurposing, you do not have to create content for only a set of people; it helps you reach a new audience and engage multiple people with your brand.

For example, some people might care about what you say but find it challenging to read blog posts. Turning your blog posts into short, engaging videos can extend your reach to a broader audience.

Maximizes ROI for your content marketing

Consider these two scenarios:

Scenario A: 

Imagine spending $500 to write a long blog post. You publish the content and post it on some social media pages. 

It ranks a little after some time. Then, you forget about it and leave it dormant in the dark corners of your archives as you prepare to write an entirely new blog post.

Scenario B: 

After spending $500 on creating the blog post, you paid an extra $300 to a videographer to create short-form videos and another $200 to a graphic designer who will create dozens of high-quality images to complement the content. 

With these, you can share the videos on YouTube and Instagram, compile the images into infographics, create slideshows on YouTube, create email drip campaigns, and more.

Which scenario has the potential to increase ROI? Definitely Scenario B. 

With Scenario B, you can turn what would have been a one-time use piece into over five additional assets that can be utilized across different platforms to reach wider audiences. 

These are strategic ways to repurpose content to extend its lifecycle, allowing you to squeeze as much value from it as possible.

Improves search engine optimization

The best-performing content begins to lose momentum as time goes on, mainly because search engines prioritize fresh content. When you learn how to repurpose content for SEO, search engines view it as new content, giving it multiple chances to rank on SERPs. 

Also, search engine crawlers pay attention to the volume of content on a website. The more your website curates diverse content on a specific topic, the more Google recognizes you as an industry expert in that area.

Repurposing content increases your chances of ranking across search engines while embracing a “search everywhere strategy” that accounts for the fact that people don’t only use Google to find answers anymore. They turn to AI chatbots, TikTok, YouTube, and other platforms. 

Ways to Repurpose Content for SEO

Do you want to learn how you can transform a single blog post into multiple content formats to maximize SEO efforts and reach a broader audience?

Here are the best ways to repurpose content for search engine optimization:

Identify evergreen and high-performing blog posts.

One of the first steps to take in learning how to repurpose content for SEO is to start analyzing your blog content to identify posts that are ripe for repurposing. The goal is to recognize content that will remain relevant over time.

For example, repurposing news-related content might be a waste of time because, by the time you transform it into different formats, it’s already outdated. Instead, choose evergreen content (posts that will remain valuable months or years later).

Also, tools like Google Analytics can help examine blog posts that have performed well in high traffic, engagement, and backlinks. These blog posts are loved by users and have the most potential for repurposing.

Pro Tip: In some cases, you might need to update an existing or old blog post to make it worthy of repurposing.

Break down your blog post into key points.

Nobody wants to watch a video where you are reciting your blog posts word for word; it gets tiring and boring. 

Review the blog post to prevent this and break it into extra points or highlights like takeaways, statistics, or important insights. 

The idea is to convert those long pieces of content into hundreds of bite-sized pieces that can be used as individual pieces of content on other platforms.

Understand the algorithm of each platform.

Remember, the key to getting the best of content repurposing lies in adapting each piece of content to each platform’s format.

Consider the following:

• Instagram & TikTok: Short, engaging videos work best.
• YouTube: Longer, in-depth videos perform well.
• Email Marketing: Summarized insights work best for drip campaigns.
• LinkedIn & Medium: Thought leadership articles or professional insights gain traction.

Posting the same long videos on Instagram or TikTok as you do on YouTube will not work. Instead, break the large video into short clips to make it work on other social media platforms.

Create visuals.

One of the easiest ways to repurpose your existing content is to make it into visuals. 

Use the key points from your blog post to create engaging graphics like:

• infographics to summarize the main post
• carousel that shows different sections of the blog
• quite cards for important insights, etc

You can share these visuals on Instagram, Facebook, LinkedIn, or Pinterest.

Turn blog posts into videos.

Many blog posts perform well when converted into video format. However, making a blog post YouTube-worthy requires extensive tweaking to adapt to the platform. 

Why?

Suppose your blog post discussed 30 different steps for optimizing images for SEO. That would be too much to cover in a single YouTube video.

Instead of just reading the blog post, you can have a 1-hour YouTube video in this format:

• Start the video with a hook that states the benefits of watching the videos.
• Briefly explain the technical stuff as quickly as possible, or skip it. 
• Immediately move on to the interesting and most engaging part. 

Pro Tip: With YouTube, you can add funny moments and tweaks to improve engagement. 

Once your long YouTube video is done, break it into short-form videos for TikTok, Instagram Reels, and YouTube Shorts.

To explain the key takeaways, you can create animated videos or use talking-head videos. Repurposing this way allows you to reach an audience that prefers visual or audio content.

Convert into an email series.

One of the best ways to repurpose content as a business owner is to convert it into an email series.

Instead of sending all the information in one email, create an email drip campaign with smaller blog post pieces. Each email should summarize specific sections or points of the original post. 

This keeps users engaged while consistently getting value from your content.

Repurpose content for guest posting.

If you’re invited to write a guest post, rehashing (copying and pasting) the same content from your blog will damage your credibility with other blogs in your niche. 

Instead, take the point or strategy in your blog post and make it the foundation of the guest post. Use different examples, case studies, tips, and illustrations to make it unique. 

With these, most bloggers will be ready to publish your guest post. 

Host a webinar or live session.

Blog posts can serve as a foundation for webinars or live sessions in which you elaborate more on the topic. 

During the webinar, discuss the key points from the post, answer audience questions, and offer more value. Record the session and repurpose it into a video for future use.

Repurpose for different audiences.

This falls more into the category of topic clustering (add the link to the topic clustering blog). Consider how different audience groups might benefit from your content. The same blog post can be tailored to suit your audience categories. 

For example, if your blog post is about “Marketing Strategies for Small Businesses,” you could create separate versions for B2B businesses, freelancers, and startups. 

This will give you more authority.

Blog Content Repurposing FAQs

Can I copy and paste my blog post to other platforms?

No.

Copying and pasting the same content across platforms is not repurposing; it’s duplicate content, which can be bad for SEO.

Is there a limit to repurposing blog posts? 

No.

There isn’t a strict limit to how many times you can reuse a blog article as long as it is valuable, up-to-date, and appropriate for various platforms and audiences. 

Can I repurpose short blog posts? 

Yes! 

Short blog posts can be repurposed into multiple content formats. Extract the most valuable points and present them in different ways.

Is content repurposing the same as content clustering? 

No.

Content repurposing and content clustering are not the same but complement each other. Although clustering focuses on subject organization and repurposing on format diversity, both strategies increase SEO and visibility.

Final Thoughts

Instead of constantly creating new content, maximizing several ways to repurpose content helps you rank in multiple search engines, saves time and effort, and reaches different audiences across various platforms.

The tips shared in this article will help you adapt your content to several platforms while satisfying the cravings of the audience and search engines for fresh content.

If you don’t repurpose your content for SEO in 2025, you’ll miss opportunities to maximize SEO and grow your brand.

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