Topic Cluster

A topic cluster is a way of organizing content where one broad "pillar" page connects to a set of narrower pages, each covering a single subtopic in depth. The pages link to one another, signaling to search engines that your site treats the subject comprehensively.

The pillar-and-spoke model

A cluster has three parts: a pillar page that introduces a broad topic and links out to everything beneath it; cluster pages that each answer one specific question or subtopic in detail; and internal links that tie every cluster page back to the pillar and, where relevant, to each other. This structure spreads link equity across the group and makes it obvious to crawlers which pages belong together.

Building one in practice

Say you run an email-marketing blog. Your pillar page covers "email marketing" end to end, then links to spokes like "writing subject lines," "list segmentation," "improving deliverability," and "A/B testing campaigns." Each spoke goes deep on its niche and links back up. Together those eight interlinked pages tell Google you own the subject far more convincingly than one sprawling article ever could.

• Start from a keyword map so each spoke targets a distinct query, avoiding cannibalization.
• Give the pillar a descriptive, evergreen URL you won't need to change later.
• Add the internal links as you publish, not months down the line.

Done well, clusters are the fastest route to topical authority and the backbone of a strong content marketing program.