Topic clusters and pillar pages are a neat way to organize your content around themes that match how people search and how search engines interpret topical relevance. This structure improves internal linking, strengthens keyword coverage, and builds long-term visibility.

Rather than producing disconnected articles on similar keywords, clusters group related content under a single, central resource. That resource (the pillar) serves as an anchor for deeper supporting articles that handle subtopics in detail.

Topic Cluster

A topic cluster is a group of pages built around a single subject. It typically consists of one core page (the pillar) and several related articles (the clusters). These are connected through internal links that reflect their relationship.

For example, a cluster on Technical SEO might include a main guide to the topic, along with supporting pages focused on structured data, XML sitemaps, canonical tags, and Core Web Vitals. Each supporting piece links back to the main guide and to other relevant articles in the cluster.

Pillar Page

The pillar page acts as a comprehensive starting point for a topic. It covers all major aspects of the subject without going into excessive detail. The goal is to provide breadth while linking to cluster pages that offer depth.

An effective pillar introduces the topic clearly, breaks it into logical sections, and includes contextually placed internal links to relevant subtopics. This helps search engines recognize that your site offers full topical coverage, which is increasingly important for rankings.

Why This Structure Works

Topic clusters reflect how people search and how search engines evaluate authority. A user researching local SEO may start with a broad overview, then dive into subtopics like Google Business Profile optimization or local citations. When your site offers this structure and guides users through it, you're more likely to retain traffic and earn better rankings.

Search engines reward semantic relationships, structured site architecture, and logical internal linking—all of which are built into the topic cluster model.

Create a Topic Cluster

Building an effective cluster starts with selecting a topic your site should be known for. From there, you define the subtopics, create or refine the main pillar, and develop a system of links that ties everything together.

1. Choose a Core Topic

Begin with a broad subject that aligns with both user demand and your domain expertise. It should be specific enough to remain focused but large enough to support five or more subtopics.

Let’s say you're building authority around Local SEO. That becomes the core topic, and the base for your pillar page. Avoid subjects that are too vague or that overlap with other clusters you’re building.

2. Identify Supporting Subtopics

Once your topic is selected, break it down into questions and sub-areas your audience is likely to explore. Use keyword tools like Ahrefs or Semrush to find related queries with consistent search volume. You’ll also want to look at what competitors are covering to ensure you don’t miss anything important.

For Local SEO, potential subtopics might include NAP consistency, local keyword research, map pack ranking factors, and review management. These become candidates for standalone cluster pages that link back to your pillar.

For guidance on organizing keywords at this stage, see Keyword Mapping, Clustering & Organization.

3. Create or Rework the Pillar Page

Your pillar should serve as a comprehensive, high-level overview. Write it to cover each subtopic clearly but briefly, saving deep detail for the supporting articles.

Structure is key. Use a clear H2–H3 hierarchy, introduce each section with context, and link naturally to your cluster pages. The goal is to provide enough value to rank on its own while acting as a gateway to the rest of the cluster.

Don’t try to include everything in the pillar. Too much detail can dilute the focus. Instead, let each supporting article carry its own weight and add depth where needed.

4. Develop the Cluster Content

Each cluster article should focus on a single subtopic and target a distinct keyword or question. These pages offer the detail that your pillar intentionally leaves out.

For example, your Google Business Profile optimization page might go deep into setup, verification, posting, and review management. It should link back to your Local SEO pillar, and also link laterally to related clusters—like local content strategy or local link building—when relevant.

The writing style and structure should match the rest of the cluster to maintain a consistent experience across pages.

5. Link Everything Intelligently

Internal links tie the cluster together. Every cluster article should point clearly back to the pillar page using natural anchor text. The pillar, in turn, should link out to each of the clusters at logical points within the content—not as a long bulleted list, but as part of the reading experience.

In addition, connect related clusters where there's overlap. A page about review management might link to a cluster on reputation strategy, reinforcing topical relationships across your site.

Strong internal linking signals authority and relevance. It also improves navigation and encourages users to engage with more of your content.

6. Maintain and Expand the Cluster

Over time, topic clusters evolve. New questions emerge, and search behavior shifts. Set a regular cadence to revisit and expand your clusters:

• Add new articles for emerging subtopics
• Refine the pillar with fresh internal links
• Audit link consistency and crawl depth
• Retire outdated pages or merge thin content into stronger assets

Your clusters don't need to be static. They should grow organically as your coverage deepens and your authority increases.