On Building SEO Clusters – Guide for SaaS Companies

Over the years, I’ve realized that ranking individual pages for specific keywords is not enough. Especially for new startups there’s just not enough juice to beat a larger competitor.

That’s where SEO clusters come in, they’ve become a crucial part of our content strategy at AUQ.io for both my agency and our clients. They allow us to create an illusion of “topic expertise” that in many cases can beat the importance of a strong Domain Authority.

In this article, I’ll walk you through what SEO clusters are, and how we utilize them for our site and our clients’.

What Are SEO Clusters?

Simply put, SEO clusters are a strategy where content is organized into interconnected pieces around a core topic.

At the center of this approach is what we call a “pillar” page, a comprehensive guide on a broader topic. Surrounding the pillar are “cluster” pages, each focused on a subtopic related to the main subject.

These cluster pages link back to the pillar, creating a network of content that enhances the website’s authority and relevance in search engine rankings.

….But What About SEO Clusters for SaaS?

For our clients we want to be more conversion focused so we replace the “comprehensive guide” with a “product page”. This is the center of the fly-wheel or the top of the pyramid, this is the page we want to rank because it focuses on product features and is more likely to convert.

So we replace the spokes with content that often shows up in the SaaS research cycle.

Like this:

1. Product Page (Pillar Page)

• Title: “[Your Developer Tool]: The Ultimate Solution for [Main Problem It Solves]”
• Purpose:
  • This is the central page that drives conversions by showcasing your product’s key features, benefits, pricing, and use cases. It’s meant for users in the bottom of the funnel who are ready to make a decision.
• Content Structure:
  • Product Overview: Detailed description of the tool, its core features, and primary benefits.
  • Use Cases: Specific examples of how the product can solve real-world problems for developers or organizations.
  • Customer Testimonials: Showcase reviews or case studies to build trust.
  • Integrations: A brief mention of integrations with popular tools (GitHub, Jenkins, etc.).
  • Pricing: Display clear pricing information and link to comparison pages.
  • CTA: Encourage users to sign up for a demo, free trial, or buy now.

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2. Long Form Blog (Top of Funnel)

• Title: “How [Your Developer Tool] Solves [Specific Problem] in [Industry/Use Case]”
• Purpose:
  • These are expert, human-written articles intended for top-of-the-funnel traffic. They help establish your brand’s thought leadership, building awareness and trust before users enter the decision-making process.

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3. Competitor Alternatives Pages (Middle of Funnel)

• Title: “Top Alternatives to [Competitor Product]”
• Purpose:
  • These are middle-of-funnel pages designed to capture users in the research phase, comparing different solutions. The goal is to highlight the advantages of your tool over others.
• Content Structure:
  • Introduction: Briefly introduce your tool and competitors in the space.
  • Comparison Table: Feature-by-feature comparison between your product and competitor products.
  • Detailed Section: Dive into each product, pointing out strengths and weaknesses.
  • CTA: Highlight why your tool is the best option and encourage a free trial or demo.

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4. Best of Lists (Middle of Funnel)

• Title: “The 10 Best Developer Tools for [Year/Use Case]”
  Purpose:
  • Like the Competitor Alternatives Pages, Best of Lists are middle-of-the-funnel content targeting users researching products. These lists showcase your tool within the broader ecosystem and position it as a top contender.
• Content Structure:
  • Introduction: Frame the problem and discuss the key factors to consider when choosing developer tools.
  • Curated List: List of the top developer tools, with yours featured prominently.
  • Pros and Cons: Briefly mention the strengths and weaknesses of each tool.
  • CTA: Drive users to the Product Page for more details on your tool or encourage direct conversions.

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5. Short Form Blog Written by AI (Targeting Long-Tail Keywords)

• Title: “How to Use Developer Tools for [Niche Topic]”
• Purpose:
  • These are bottom-of-funnel or niche-targeted posts designed to capture long-tail keyword traffic. Written by AI, these blogs are meant to fill gaps and answer specific, often overlooked questions.
• Content Structure:
  • Introduction: Briefly introduce the niche topic.
  • Step-by-Step Guide: Provide simple instructions or quick tips.
  • Key Benefits: Outline how your tool can help solve the niche issue.
  • Conclusion: Encourage users to explore more content or convert with a free trial.

Overall Internal Linking Strategy:

• Product Page: Links to Long Form Blogs, Competitor Alternatives, Best of Lists, and Short Form Blogs to support user education and conversion.
• Long Form Blog: Links back to the Product Page for conversion opportunities and to Competitor Alternatives or Best of Lists to push users down the funnel.
• Competitor Alternatives Pages: Links to the Product Page for direct conversions and to Best of Lists for extended research.
• Best of Lists: Links back to the Product Page and Competitor Alternatives for additional product comparison.
• Short Form Blog: Links to the Product Page and more detailed Long Form Blogs for users seeking more in-depth information.

This structure balances top-of-funnel awareness, middle-of-funnel research, and bottom-of-funnel conversions while leveraging different content formats for various stages of the buyer’s journey

The bottom line is to interlink everything with this cluster together. Make sure every page within the cluster is at max 2 clicks away from the product page.

How Did We Implement This?

At AUQ.IO we have a pretty model domain ranking of 35 at the time of writing. BUT we rank page 1 for a couple strong keywords like “SaaS SEO Consultant” and “SaaS SEO Agency”, with no small help from our reliance n the cluster model.

At the top level we have our conversion page: “SaaS SEO Agency”

This page links out to both our long form blog articles:

AND our SaaS focused knowledge base that’s filled with AI content ( which often ranks page 1 as well! )

We generally follow a ratio of 20 AI articles for each expert written one, and that’s a ratio that’s been working well for us.

If you have any questions about this strategy, don’t hesitate to reach out!