About this process

  • Department: Content Services
  • Responsible: Content Writer
  • Accountable: Head of Content
  • Consult: Lead Strategist
  • Inform: Delivery Team
  • Date created: 06/06/2019
  • Date last updated: 06/06/2019

Putting together a Topic Cluster in HubSpot is an important part of content strategy as it helps you to monitor the organic performance of the cluster of pages as a whole. 

The Topic Cluster set up also sends signals to search engines that you’re a subject matter expert in this area and it should help your pages perform better in SERPs. 

Step 1 - Set up your Topic Cluster in HubSpot 

Navigate to Marketing -> Strategy -> SEO and select ‘Add Topic’. 

At the top of the page, you’ll be asked to choose the country that this topic is designed for. Most of the time this will be UK, unless you’re specifically creating content targeting another region. 

You’ll need to attach a keyword/phrase to the cluster - in general, this will be the focus keyword of your pillar page for your topic. 

Then, click ‘Create Topic’ 

Step 2 - Add your pillar page to the Topic Cluster

There are 2 tabs - ‘Topical Coverage’ & ‘Content Performance’, select ‘Topical Coverage’. 

In the centre of your cluster, you’ll see your topic and a link to ‘Attach content URL’. Select this link, and add your pillar page. 

For HubSpot CMS websites, simply type in the name of your pillar page and it will connect. 

For other websites, such as Wordpress, you’ll need to add an external URL. Click on this, and copy in the external URL of your pillar page. 

Step 3 - Add your subtopics to the Topic Cluster

Once you’ve added the pillar page, you can then start attaching your subtopics. In the top right side of the screen, click ‘Attach subtopics’. 

Take a blog, add the focus keyword and then attach the subtopic page/URL. 

Repeat this step until you’ve included all of your blogs that are related to the topic.  

Note - you need to ensure that all of your supporting subtopics are linking internally to your pillar page. Link them to keyword-optimised anchor text. 

Step 4 - Analyse performance

To analyse the performance of your Topic Cluster, select ‘Content Performance’. Here, you’ll be able to see the ‘Time Per Page View’, ‘no. Inbound Links’ & ‘Bounce Rate’ for all pages included in your Topic Cluster.  

Topics: Content Processes