Topic cluster
A pillar page plus the supporting posts that all link back to it, signaling topical authority to search and AI engines.
In depth
What it really means
A topic cluster is a content structure: one pillar page covering a broad topic, surrounded by a set of posts that each go deep on a subtopic and link back to the pillar. Together they tell search engines you cover the whole subject, not just one keyword.
It is the practical way to build topical authority. Instead of scattered, unconnected posts, the cluster interlinks so authority flows to the pillar and relevance flows out to the spokes.
Example
A pillar on email marketing with spokes on subject lines, deliverability, automation, segmentation and metrics. Each spoke links up to the pillar, the pillar links down to each spoke, and internally they cross-link where topics touch.
Pros & cons
Pros
- Builds topical authority faster than isolated posts.
- Internal links spread ranking signals across the whole set.
- Gives writers a clear map, so you stop publishing random one-offs.
- Easier for AI engines to understand what you are the source for.
Cons
- Needs planning up front, not just a list of keywords.
- One weak or missing spoke leaves a visible gap.
- Interlinking has to be maintained as posts are added.
Best practices
- Start from the pillar, then map 6 to 20 subtopics as spokes.
- Give every spoke a link up to the pillar and a link back down.
- Match each spoke to a distinct search intent, so they don’t cannibalize.
- Cross-link spokes where their topics genuinely overlap.
- Fill gaps before chasing a second cluster.
- Re-audit the internal links each quarter.
FAQs
How many posts make a topic cluster?
A pillar plus roughly 6 to 20 supporting posts. Enough to cover the subtopics a buyer cares about, without padding.
Topic cluster vs pillar page?
The pillar is a single page. The cluster is the pillar plus its supporting posts and the internal links between them.
Do clusters still matter with AI search?
Yes. Clear, interlinked coverage of a topic is exactly what AI answer engines use to decide who is authoritative on it.
How do I stop spokes competing with each other?
Give each one a distinct search intent and keyword. If two overlap, merge them or redirect one.
Where does the cluster start?
With the pillar and a subtopic map. Build the structure first, then write to fill it.
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