Topic Cluster

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Most people have learned the value of a robust content strategy but struggle to organize information effectively. Every content-driven website needs a topic cluster strategy. When you structure content around a central theme, you can create a user-friendly experience and establish yourself as an authority on a subject.

What Is a Topic Cluster?

Topic clusters are a key element in a comprehensive content marketing strategy. They’re a method of structuring your content and organizing it to better inform search engines about what you know about a specific topic. Topic clusters organize website content around a broad topic. 

You organize a topic cluster around a core or pillar page that defines that concept. Then, create supporting topics around it that cover it from different angles, using related subtopics to help inform search engines that you have a good idea of what you’re talking about. 


  • Content pillar
  • Content hub
  • Sub-niche cluster
  • Content silo

Why Are Topic Clusters Important?

Google looks for sites that understand topics well. It uses a framework called E-E-A-T to assess the quality and credibility of website content. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

Topic clusters inform the search engines that we are authoritative experts and can be trusted because we cover a topic from all angles. They also inform our users and the search engines that we’re answering the questions people ask in search results.

Topic clusters increase your authority on a topic. Search engines like Google value websites that demonstrate expertise in specific areas. By creating in-depth content on a central theme and related subtopics, you signal to search engines that your website is a comprehensive resource.

Well-structured topic clusters keep visitors engaged on your website. When users find all the information they need on a specific subject within your website, they’re more likely to stay and explore further.

Topic clusters create a stronger internal linking structure. Internal links between the pillar page and its subtopic pages. This web of interconnected content helps search engines understand the relationships between your pages and how they contribute to the overall topic. A strong internal linking structure improves website navigation for search engines and users.

Beyond SEO benefits, topic clusters offer a significantly improved experience for your website visitors. A well-organized topic cluster makes it easy for users to navigate your website and find the information they want. It’s a library of information with well-organized sections and clear labeling on each shelf. That’s the user experience you create with topic clusters.

If you publish a lot of content just to publish it, you might see a slight rise in visibility, but it won’t be helpful in the long run. The content needs to add value, but it also needs to be connected in a way that makes sense for your site.

Each core topic has subtopics, which are related terms that help define that core topic. When you cover these well, you’ll show Google that you are an authority in this space.

topic cluster infographic

Benefits of Topic Clusters for Businesses

Topic clusters aren’t just about SEO and user experience; they significantly benefit your business. By establishing yourself as a trusted resource through comprehensive content, you can attract potential customers (generate leads). Well-structured clusters that demonstrate expertise also build brand authority, making you a credible source in your industry. Ultimately, this combination of lead generation and brand authority can drive conversions, leading users from informative content to becoming paying customers.

  • SEO agencies
  • Search Engine Optimization (SEO)
  • Google’s connection to SEO
  • Using SEO to rank in SERPs 
  • What is SEO 
  • How to learn SEO

When you cover many subtopics, you’ll better inform your audience, and search engines will recognize your authority.

How To Create Topic Clusters

How do you create a topic cluster to make your site more informative? You should start by asking some specific questions about your site.

Step 1: Know the Who, What, and Why

Before you begin, ask yourself, “Who am I marketing to?” “What problem can I solve for my customers?” “Why should a user visit my site?” Consider these questions:

  • Who is your target audience?
  • Who is your competition?
  • What are you promoting? (product, service, app, brick-and-mortar location)
  • What problem does your company solve?
  • What terms describe what you or your product does?
  • What search query is your target audience using?
  • Why should a user visit your site?

Step 2: Identify Your Main Topic

This is the foundation of your content cluster. Choose a broad topic that aligns with your audience’s interests and business goals. For example, if you sell athletic wear, your main topic could be “Running.”

Step 3: Conduct Keyword Research

Dive deeper into your main topic by researching relevant subtopics and long-tail keywords. These are more specific phrases users might search for related to your main topic. Tools like Google Keyword Planner can help you identify keywords with search volume and lower competition. Develop content ideas with search potential using relevant keywords like “training tips for beginners,” “marathon training schedule,” or “how to choose running shoes.”

Step 4: Create a Pillar Page

This is the central hub of your cluster, offering a comprehensive overview of the main topic. It should be informative, well-structured, and optimized for your main keyword. For example, you could develop a comprehensive guide covering the central topic, such as “The Ultimate Guide to Running for Beginners.”

Step 5: Develop Cluster Content

Create in-depth content pieces focusing on each identified subtopic. Ensure each page provides valuable information and targets a specific long-tail keyword related to the main topic. For example, “5 Effective Training Tips to Get You Started Running,” “Marathon Training Schedule for Beginners: Week-by-Week Guide,” or “Choosing the Perfect Running Shoes: A Comprehensive Guide.”

Topic clusters improve your content strategy because they are interconnected. Here’s how to create internal links for your topic cluster.

Link your pillar page to all the subtopic pages within the cluster. This will show search engines and users the central pillar page. Then, link relevant subtopic pages to each other and back to the pillar page. This will create a web of information, helping users navigate and discover deeper aspects of the topic.

Use descriptive anchor text in your links that reflects the content on the linked page. This improves user experience and helps search engines understand the relationship between the pieces of content.

By implementing topic clusters, you can transform your website from a labyrinth of information to a well-organized resource center. It improves user experience, strengthens your SEO strategy, and positions you as a thought leader in your industry. The next time you plan your website content, consider the power of topic clusters.

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