Summary: Topic clusters organize content around pillar pages and supporting articles, building topical authority. Here's how to plan one.
Publishing random blog posts rarely builds momentum. A topic cluster strategy organizes content so search engines — and readers — see you as an authority on a subject.
What is a topic cluster?
A topic cluster has:
- A pillar page: a comprehensive guide to a broad topic (e.g., "Local SEO").
- Cluster articles: focused posts on subtopics (e.g., "Google Business Profile categories", "Local citations").
- Internal links connecting cluster articles to the pillar and to each other.
How to build one
- Choose a core topic tied to a service you sell.
- Research subtopics using keyword tools, Search Console queries, customer questions and "People also ask".
- Map intent: informational, commercial or transactional.
- Create the pillar first, then publish cluster articles regularly.
- Link deliberately — every cluster article links to the pillar and the relevant service page.
Write for people and AI search
- Answer the question in the first paragraph.
- Use descriptive headings and short sections.
- Include examples, data and first-hand experience.
- Add FAQs, tables and summaries.
Refresh regularly
Update top-performing content at least annually. Refreshing outdated content is often faster than writing new posts.
FAQs
How many articles does a cluster need?
Start with a pillar and 6–10 supporting articles, then expand based on performance.
How long should blog posts be?
Long enough to fully answer the query — length is a result of depth, not a goal.
Can AI write my content?
AI can help with research and drafts, but human expertise, editing and fact-checking are essential.
