Content cluster

The pillar and cluster model

A pillar page covers a broad topic comprehensively—"Website Performance Optimisation" or "Email Marketing Strategy". Cluster pages dive deep into specific subtopics—"Image Compression Techniques", "Core Web Vitals Explained", "Email Subject Line Testing".

All cluster pages link back to the pillar, and the pillar links out to each cluster. This interconnected structure signals topical authority to search engines: you're not just mentioning keywords randomly, you're demonstrating comprehensive knowledge through organised, interlinked content.

Why content clusters work

Search engines reward topical authority. A site with one great article on SEO competes with millions of others. A site with a comprehensive pillar linking to in-depth clusters on technical SEO, content strategy, keyword research, and link building demonstrates expertise.

The internal linking structure distributes link equity strategically. The pillar becomes a hub that ranks for broad terms, while clusters target specific long-tail keywords. Visitors find answers to specific questions through clusters, then explore broader context through the pillar.

Planning a content cluster

Start with keyword research to identify a broad topic with sufficient search volume. That becomes your pillar. Then identify 8-15 related subtopics that each warrant dedicated coverage—those become clusters.

Ensure clusters actually support the pillar topic. A cluster on "Email Newsletter Design" makes sense under a pillar about "Email Marketing Strategy". It doesn't belong under "Website Performance". Relevance and logical hierarchy matter more than quantity.

Implementation best practices

Use descriptive anchor text when linking between pillar and clusters. Make the relationship obvious through breadcrumbs or clear "part of [pillar topic]" labelling on cluster pages.

Don't force every piece of content into a cluster. Some standalone articles work fine. Focus cluster architecture on your core expertise areas where comprehensive coverage builds genuine authority.