As a business owner, ranking on the first page of Google search results is crucial to generate traffic and revenue. However, the internet is a vast and crowded space, making it challenging to secure a place on the coveted first page. In this blog post, we'll explore how content clusters helped me rank my Squarespace website on the first page of Google for search terms related to my business. If you want to improve your website's search engine visibility, follow these six steps to create a successful content cluster strategy.

Step 1: I chose balanced keywords related to my business 🔎

Seed keywords form the foundation of your content cluster strategy. They define the main topic of your website and should strike a balance between being broad and specific to attract targeted traffic. For example, as a Squarespace designer, using "website design" as a seed keyword was too general for me and I wasn’t able to get close enough to the first page of Google to make a real impact on my website visibility. Instead I found a lot of success narrowing down my focus and concentrating on keywords like to "Squarespace web designer"

To refine your and target your keywords further, it can be worth adding qualifiers related to your expertise. For instance, if you specialize in e-commerce websites, use the seed keyword "Squarespace e-commerce designer." For me personally, having several years of experience in the nonprofit space in positions as a digital marketing manager and director of marketing, I have decided to also focus on “Squarespace for nonprofits” and built many pieces of content around how nonprofit orgs can expand their reach and impact using Squarespace.

This same approach can be used across industries. For example, “fitness” may be too broad a keyword, but someone could niche down to focus on “strength training exercises, and then branch off into localized search terms like “strength training exercises Vancouver”

Step 2: I Included Localized Keywords 📍

To attract a specific audience interested in Squarespace design services in a particular location, I refined my keyword strategy to include localized longer tail keywords. These keywords not only narrow the focus to Squarespace design services but also add a geographical qualifier.

For instance, using the keyword "Squarespace designer in Los Angeles" targets individuals searching for Squarespace design services specifically in Los Angeles. I personally concentrated on Vancouver and Canada. Consequently I am lucky enough that if someone searches for “Squarespace Vancouver” Or “Squarespace Designer Vancouver” I am the first result.

In the example below, you can see I am the first organic result after the sponsored ads.

squarespace website google results search engine ranking

Step 3: I Created Comprehensive Content Related To Squarespace Web Design 💪📚

Content is the backbone of your content cluster strategy. It must revolve around your seed keyword and its related subtopics. Use various content formats, such as articles, videos, or case studies to engage your audience and provide valuable information.

Pillar pages serve as the foundational content that covers a broad topic comprehensively. However, to enhance user experience and SEO, they can be broken down into subtopics that delve deeper into specific areas. These subtopics can then be further expanded upon through in-depth blog posts, which provide readers with detailed information on specific aspects.

Understanding that many people who get started with Squarespace are also looking for tangentially related information around digital marketing, SEO, understanding their audience, making website sales and so on, I created a pillar page around how to start a business online. Headings were introduced to introduce new subtopic, and each subtopic could be broken into its own longer in depth blog post.

Of course, this approach can be used for different industries. Building on the example above related to strength training, you may want to create a pillar page that serves as a comprehensive overview of strength training. Your page offering a high level overview of strength training should be broken down into different sections or suptopics to introduce information related to strength training, such as the benefits of strength training, proper form for strength training, popular strength training exercises and techniques, nutrition for strength training and so on.

Each of the subtopics listed above ( benefits of strength training, popular strength training exercises and techniques, nutrition for strength training) can become pages or blog posts that delve into these specific areas. Rather than providing an overview, like you did on your pillar page, each of these pages should provide in-depth information and link back to the pillar page and other related pages.

Step 4: I Created Content Clusters Using Internal Linking 🌐🔗

Link your content together within your website using internal linking. By interlinking these blog posts, a content cluster is formed, creating a network of interconnected content that offers a seamless user journey and strengthens organic search visibility. This strategic approach not only improves website structure and navigation but also establishes the website as an authoritative source on the subject matter.

For instance, for a pillar page such as "The Ultimate Guide to Growing Your Business With Squarespace" I’d want to create subtopics around Squarespace web design, Squarespace benefits, Squarespace features, Squarespace for SEO, Promoting a Squarespace Website, Squarespace E-commerce, Squarespace Campaigns and so on. Each of these subtopics would become in depth and individual blog articles, and I would link all of these relevant tutorials, case studies, articles and how-to guides together to create a content cluster.

Step 5: I Measured and Optimized my Content 📊

To ensure my content cluster strategy is working, I regularly analyzed its performance using tools like Google Analytics and Google Search Console. Make sure monitor metrics like traffic trends, bounce rates, time on site, and search engine rankings, and use this data to make necessary adjustments and better cater your content strategy to your target audience.

Step 6: I Updated and Refreshed My Content 🔄

I continuously update my content clusters with new and relevant content to engage with my audience and maintain search engine visibility. I add fresh design tips, showcase new projects, and highlight industry trends to demonstrate expertise and keep attracting new visitors to my Squarespace website.

For instance, I regularly publish new blog posts featuring design inspiration, updates about the latest Squarespace features and I recently released a series of how-to, step by step guides. Consistent updating also helps your website remain fresh and relevant, pleasing the search engine algorithms and improving your ranking.

Conclusion

A content cluster strategy that revolves around targeted seed keywords and localized longer tail keywords can help rank your Squarespace website and improve your search engine visibility. By choosing balanced seed keywords, refining with targeted and localized keywords, creating comprehensive content, and interlinking your content clusters you can attract a relevant audience and establish authority in your industry niche and in a specific location like Vancouver. Best of luck with your content efforts and happy content creating! 📝