How a topic cluster is built
- Pillar page: an overview of the main topic, such as local SEO, that links to every cluster page.
- Cluster pages: detailed articles on subtopics, such as Google Business Profile, local citations or review management, each linking back to the pillar.
- Internal links: descriptive links between the pillar and the cluster pages, and between related cluster pages.
Why clusters help SEO
- They build topical authority: many connected pages on one subject.
- They prevent keyword cannibalization, because each page targets its own search intent.
- They help visitors find the next useful page, and help crawlers find every page.
How to plan one
Start with keyword research on a core topic, group the keywords by intent, give each group one page, and map the links before you write. Keep clusters close to what your business actually offers.
SEO cluster example
A garden centre builds a cluster around “composting”. The pillar page, “Composting for beginners”, covers what to compost, bins, methods and troubleshooting. Cluster pages cover “Hot composting”, “Worm composting”, “What not to compost”, “Compost for vegetable beds” and “Fixing smelly compost”. Each cluster page links to the pillar and to its closest neighbours, and the pillar links to all of them.
How to build a cluster in five steps
- Choose a topic that matters to your business and has many related questions.
- List the questions and subtopics from keyword research, search suggestions and customer questions.
- Write the pillar page as a clear overview with sections that point to the detailed pages.
- Write the cluster pages, one subtopic per page, and avoid overlapping.
- Link them with descriptive anchor text, and review the cluster every few months.
SEO cluster mistakes
- Several pages competing for the same keyword.
- Thin cluster pages written only to reach a page count.
- No links between the pages.
- Never updating the pillar when you add cluster pages.
SEO cluster FAQs
How many cluster pages do I need?
As many as the topic needs, typically five to fifteen. See cornerstone content and long-tail keywords.
Do clusters work for small sites?
Yes, on one or two topics. See content marketing and keywords.