What is Topic Cluster?
Definition
A topic cluster is a content organization strategy connecting a comprehensive pillar page to multiple related pieces of cluster content through strategic internal linking.
Why topic cluster matters
Topic clusters matter because they build topical authority. By covering a subject comprehensively through interconnected content, you demonstrate expertise that search engines reward with better rankings.
Clusters create clear site architecture that benefits users and search engines. Visitors can easily navigate from broad overviews to specific details, while search engines understand your content relationships.
The model improves rankings for entire topic areas rather than individual pages. When pillar and cluster content support each other through links, the whole system performs better than isolated pages.
Key concepts and types
- •Pillar page
Comprehensive content covering a broad topic that links to cluster content. - •Cluster content
Focused pieces addressing specific subtopics that link back to the pillar. - •Internal linking strategy
The bidirectional links connecting pillar and cluster content. - •Topical relevance
How the cluster structure signals comprehensive topic coverage. - •Hub and spoke model
Visual representation of pillar (hub) connected to clusters (spokes).
Common misconceptions
- ✕Topic clusters require massive content volume
- ✕Cluster content should only link to its pillar
- ✕Any related content counts as a cluster
- ✕Topic clusters work without strong internal linking
- ✕You need one massive pillar page
Related terms
FAQs
How do you plan a topic cluster?
Start with keyword research to identify a broad topic (pillar) and related subtopics (clusters). Map content to ensure comprehensive coverage without overlap. Plan internal linking structure before creating content.
How many cluster pieces should support a pillar?
Typically 5-20 cluster pieces depending on topic complexity. Focus on covering subtopics thoroughly rather than hitting a number. Each cluster should add unique value.
Can cluster content link to other clusters?
Yes, when relevant. While the primary structure is pillar-to-cluster, linking between related clusters strengthens the overall topic coverage and helps users navigate.