Topic cluster

What is a topic cluster?

A topic cluster is a group of related pages built around one main subject. A comprehensive pillar page sits at the centre, and cluster pages around it go deeper into subtopics. All pages link to each other through internal links, so search engines and visitors can see how the content fits together.

Why is a topic cluster important?

• Topical authority: you show that you cover a subject broadly and in depth.
• Strong internal links: the pages reinforce each other and visitors find the next step faster.
• Less cannibalisation: every page gets its own clear role.

Examples of a topic cluster

• Pillar page: “Solar Panels: The Complete Guide”
• Cluster pages: “solar panel costs”, “solar panel maintenance”, “solar panels with a home battery”
• Connection: every cluster page links back to the pillar page and the other way around

How do you use a topic cluster?

Pick a main subject that fits your service, write one broad page about it, then add cluster pages for the questions your customers ask. Link them together with clear anchor text (content marketing).