A "topic cluster" is a modern content marketing strategy that aims to improve the visibility of a website in search engine results. This approach is closely linked to search engine optimisation (SEO) and is based on the idea that content on a website should be organised in thematic clusters in order to increase relevance for certain search queries.

A topic cluster consists of a main topic, also known as "pillar content", and several related subtopics, known as "cluster content". Pillar content is a comprehensive article or page that covers the main topic in detail. The cluster content is a shorter article or blog post that delves into specific aspects of the main topic.

The idea behind a topic cluster is that the pillar content serves as an authority on a specific topic and contains many internal links to the cluster content. These internal links signal to search engines that the cluster content is in-depth information and strengthen the relevance of the entire topic cluster page.

By using topic clusters, website operators can increase the organic reach of their site. This is done by focussing on comprehensive content while addressing specific questions and search queries of their target audience. Search engines such as Google often favour comprehensive and well-structured content, which is why the use of topic clusters can increase the chances of a better ranking in the search results.

It's also important to note that structuring content into topic clusters can improve the usability of a website. Visitors can more easily find relevant information and dive deeper into a topic when they come across clustered content that answers their specific questions.

In order to create effective topic clusters, careful keyword research is required to understand the needs and interests of the target group. In addition, the content should be of high quality and informative in order to convince readers and offer them added value.

To summarise, topic clusters are a powerful SEO strategy to increase the visibility of a website, improve usability and at the same time provide high-quality content for the target audience. By organising content by topic, website owners can reap the benefits of this advanced content marketing method.