What are SEO Topic Clusters?

What are SEO Topic Clusters?

SEO topic clusters are essential for a successful content marketing plan. If done right, Google will reward you with readers.

There is still a lot of value in producing high-quality content and employing relevant keywords. However, because so much information is available online, Google wants to know if you are an authority on your subject.

To establish your authority, structure your content into pillar pages and subject clusters.

Let us get on the same page: hub and spoke subject cluster, and parent page.

  • The “hub and spoke model” content marketing technique centers on a single article to form a subject cluster. The hub and spoke paradigm was inspired by the spokes and hubs of the wheel, giving rise to the term.
  • Your subject cluster’s pillar page is the parent page. This page contains information about the issue you wish to discuss. These pages are linked to and from all the other subject cluster sites.
  • SEO topic clusters are links that connect relevant websites.

Let’s look at why the subject cluster is so important for developing a digital marketing plan.

What are SEO Topic Clusters?

An SEO topic cluster (or content cluster) is a collection of content assets on a website that are all focused on the same topic.

Topic cluster information delves deeper into a bigger subject, providing additional depth, subtlety, and specificity.

An SEO topic cluster, as a whole, tries to address all the queries that users may have regarding a certain subject area within your business specialty.

pillar page

Each topic cluster is based on a piece of pillar content (or a pillar page). Pillar pages include a larger range of topics and often target general industry keywords with strong search volumes.

The supporting cluster material delves into subtopics or frequent queries, and it typically targets less popular (and less competitive) keywords that have a semantic link with the main topic.

Why are Topic Clusters Important For Search Engine Optimization?

Google wants to determine if your web pages are relevant and authoritative when compared to your rivals. That is why subject clusters are essential for increasing organic traffic to your website.

When determining a web page’s Google ranking, it is no longer sufficient to just include keywords in the text. When a user searches for information about your industry, it looks for synonyms, subtopics, and even answers to commonly asked queries.

As a result, many SEO practitioners‘ content strategies now use topic clusters as a key component.

In SEO, a topic cluster is a group of linked topics, like:

  • Pillar content has a high volume of search intent for the term;
  • A spate of closely connected articles, each with a tighter emphasis and less competition;
  • Internal and external links inside the pillar’s content and to other relevant sites.

Topic clusters demonstrate to Google that your website has industry experience and provides a wide range of useful, in-depth information about important issues in your business, as well as assisting Google in understanding the hierarchy of your website and how your content interrelates.

The reality is that most businesses specialize in more than one field. Instead of relying just on keywords, it is a good idea to consider subject clustering as you create your website.

What Makes Up an SEO Topic Cluster Model?

Companies utilize the SEO topic cluster model to optimize their content marketing strategy. Google’s SEO technique prioritizes subject ranking rather than keyword ranking.

An SEO topic cluster paradigm, as opposed to a keyword-based method, is intent-driven. Blog archives are condensed by focusing on a single main topic, known as a “pillar” page or post.

Here are some terminology to be familiar with when it comes to the topic cluster model.

  • Cluster Content

Using content clusters is an excellent way to combine your content and SEO strategy.

A “content cluster” is a “cluster” of material created around a specific topic.

It’s critical to realize that the “Who, What, Where, When, and Why” of a certain transactional page (or pillar page) on your site are all handled within the context of a single “content cluster.”

To boost the authority of the transactional or pillar page, each of these blog posts goes extensively into the topic area.

In the end, the idea is to make the entire cluster of content as relevant to your theme as possible.

  • Pillar Page

A “pillar” page is a critical component of any website since it acts as the core point for all the site’s information. The cluster pages provide strength to the pillar pages, similar to the spokes of a bicycle wheel.

Pillar pages are commonly used as the principal landing page for content hubs. Readers will be exposed to or guided to appropriate topics based on your most essential content themes. When utilized in conjunction with a topic cluster approach, they act as search engine echo chambers for context, relevance, and authority.

pillar page

Pillar pieces often include longer substance than other items on a site. They typically contain at least 2,000 words. However, keep in mind that these are not only large pieces of literature, but also quite detailed in their subject matter.

  • Internal Links

Internal links are hyperlinks that refer to the same domain as the link’s host domain (source). An internal link is one that leads to another page on the same website.

There are three advantages to using these kinds of links:

  • A website cannot function without them since they act as the site’s navigation.
  • They assist in the development of a website’s information hierarchy and maintain track of links to various pieces of material.
  • They assist in distributing link equity (ranking authority).

The content of a page is what search engines check while creating massive keyword indexes. You cannot locate all the pages on your website unless you have a crawlable link structure that allows spiders to navigate your site.

Use Cases

A. Monster

Monster, rebranded as Foundit a website that connects job seekers with vacant positions, is an example of successful pillar page utilization. 


Understanding that their target audience may be looking for interview suggestions, they established a subject cluster centered on interviewing. 

B. Colgate

Colgate is one of my favorite websites for viewing a terrific example of topic clustering in action. 

The firm sells oral care items, but its website also offers users useful information on oral health, dental diseases, and treatments. 

Again, recognizing that their end users are interested in issues such as dental implants, therefore they have organized a topic cluster around them.


The associated cluster material covers all aspects of dental implants, from “What are Dental Implants?” to “Peri-Implantitis and Protecting Your Dental Implants.” 

Each subtopic is carefully connected back to the pillar page and other related sites in the cluster. 


1. What Are SEO Topic Clusters and How Do They Work?

SEO topic clusters are a content organization strategy that revolves around a pillar page and its related subtopics. The pillar page broadly covers a core topic, while subtopic content links back to the pillar and interlinks with each other.

This interconnected structure signals to search engines the depth and authority of your content on a particular subject, boosting overall SEO performance and helping pages rank higher for relevant queries.

2. What Benefits Do SEO Topic Clusters Bring to My Website’s SEO Performance?

Implementing SEO topic clusters enhances website SEO performance by establishing topical authority and coherence. This strategy signals to search engines that your content is comprehensive and relevant, boosting organic search visibility.

The interconnected nature of topic clusters encourages longer user engagement, reducing bounce rates. Additionally, the improved internal linking structure strengthens the overall site architecture. These benefits contribute to higher search rankings, increased traffic, and a more favorable user experience, ultimately optimizing your website’s SEO performance.

3. How Can I Implement SEO Topic Clusters on My Website?

To implement SEO topic clusters, start by identifying pillar content for core topics relevant to your business. Create in-depth pillar pages covering these topics, then develop supporting subtopic content that links back to the pillar and interlinks with each other.

Optimize content with relevant keywords, ensuring a natural flow. Use clear, thematic internal linking. Regularly update and expand the cluster to maintain topical relevance and authority, contributing to a cohesive SEO strategy for your website.

Improve Your SEO With Topic Clusters

SEO topic clusters are an effective SEO approach that allows websites to gain authority, boost search results, and attract focused organic visitors by grouping material around certain subjects and creating content-rich topical hubs. 

Creating quality content clusters creates a complete resource hub for your website’s users. This allows people and search engine bots to quickly discover your website’s significant knowledge and experience on a single topic, beginning with the pillar page. 

As a consequence, your site receives more positive signals, greater search engine ranks, and enhanced overall authority.

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