← All case studies
SaaS – Equity Management
Building Content Clusters
Built topic clusters across multiple equity-compensation pillar pages, pushing them from outside page 1 to top 3–5 and multiplying organic traffic up to 10x.
- Industry
- Finance
- Timeline
- 3 months to climb from outside page 1 into the top 5 for high-search-volume KWs
- Objectives
- Boosting rankings & organic traffic
- Strategy
- Building topic clusters
The Challenge
No content hubs or systematic internal linking existed to organize equity-related topics semantically, making it hard for Google to discover and rank the content. Organic traffic was low and the business relied on paid campaigns to drive traffic.
The Results
- ✓“Equity Compensation” pillar page (see the pink line): organic traffic doubled after the page climbed from outside page 1 into the top 3.
- ✓“Employee Stock Options” pillar page (see the pink line): organic traffic grew almost 10x after the page climbed from outside page 1 into the top 3.
- ✓“ESPP” pillar page (see the pink line): organic traffic grew almost 10x after the page climbed from outside page 1 into the top 3.
- ✓“LTIP” pillar page (see the pink line): organic traffic grew almost 8x after the page climbed from outside page 1 into the top 5.
My Approach
- ✓Defined priority topic clusters covering Equity Compensation, Employee Stock Options, ESPP, LTIP, and more
- ✓Built or optimized the pillar page for each topic, supported by 5–10 linked insight articles per cluster
- ✓Improved E-E-A-T for existing pillar content with expert commentary and industry stats
- ✓Linked supporting articles back to each pillar using meaningful, varied anchor text within the main content to consolidate topical authority