Content Cluster
A group of related pages organised around a central "pillar" topic, connected through internal links. Demonstrates topical authority to Google and covers a subject comprehensively.
Why It Matters
Google rewards topical depth. A single page about "SEO" won't outrank a site that has a comprehensive pillar page plus 30 supporting articles covering every aspect of SEO in detail - all linked together in a logical structure.
Content clusters signal expertise. They show Google that you don't just know a topic superficially - you've covered it from every angle. The internal linking between cluster pages distributes authority and creates clear topical relationships that search engines understand.
In Practice
Start with a pillar page that covers a broad topic comprehensively. Then create supporting content that dives deep into subtopics, each linking back to the pillar and to related pieces within the cluster.
For example, a pillar page on "Technical SEO" might have cluster content on Core Web Vitals, crawl budget, schema markup, site architecture, and JavaScript SEO. Each piece stands alone as useful content but also reinforces the pillar.
Map your clusters before writing. Identify gaps. Don't just produce content randomly - build a structured web of interlinked, topically related pages.
Related Terms
Glossary
Topical Authority
How comprehensively your site covers a subject - depth beats breadth for rankings.
Glossary
Internal Link
Links between pages on your own site - the most underrated SEO lever available.
Glossary
Keyword Research
Finding what your audience searches for - the foundation of every SEO strategy.
Glossary
Landing Page
The page a user arrives on from search - where intent matching either works or fails.
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