Topic Cluster.

A Topic Cluster is a content architecture strategy consisting of a Pillar Page (comprehensive coverage of a broad topic) and multiple Cluster Pages (in-depth coverage of related subtopics), all interconnected through strategic internal linking. The pillar links to all cluster pages; each cluster page links back to the pillar. This structure signals topical authority and depth to search engines.

Why Topic Clusters Work

Topic clusters work because they mirror how search engines evaluate topical expertise. A site with a 5,000-word pillar page on 'content marketing' and 15 supporting cluster pages on related subtopics demonstrates far deeper expertise than a single standalone article. The internal linking structure ensures PageRank flows efficiently through the cluster, boosting the ranking potential of all pages.

Building Topic Clusters

Start with keyword research to identify a pillar topic and its supporting subtopics—each should have meaningful search volume but map to a distinct aspect of the main topic. Create the pillar page first (comprehensive but not exhaustive), then build cluster pages that dive deep into each subtopic. Internal links should use descriptive anchor text and be contextually placed within content, not just in navigation.