Top-of-funnel: Problem-aware (I need help understanding customer experience). Here is how Hotjar created a cluster for the broad topic “Customer Experience (CX Insights)”. They create content in groups called "Guides," which have 5-8 articles designed to help buyers at every stage of the process. This strategy involves creating a central pillar page that covers the major topic and several cluster pages that delve deeper into related sub-topics.įocusing on one topic cluster at a time can compound your results across all your content assets. That's why many content teams are turning to topic clusters. If you want to see long-term growth for your content, creating a few articles here and there won't cut it. "We've seen a 70% increase in paying customers in the last few years and a 130% increase in organic signups as well.” Hotjar's SEO and Content Strategist, Sean Potter, said: With this strategy, Hotjar generated a whopping 80% of its overall traffic from organic search.īut beyond traffic, the cluster strategy has resulted in paying customers and translated into growth for the company. ![]() And we're not talking about a few searches, but millions in traffic value. Hotjar has seen an incredible 50% surge in search volume in the last two years.
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