Search Engine Optimization (SEO) has come a long way since just adding keywords and writing separate blog posts. Google now puts more weight on topical authority, which means that websites that show deep knowledge of a certain topic get higher rankings. Content Clusters and Pillar Pages are two of the most powerful SEO strategies that came out of this change.
The best way to structure your content if you want to get more organic traffic, higher rankings, and be the best in your niche is to use pillar pages and topic clusters.
You will learn the following in this blog:
- What content clusters and pillar pages are
- Why Google likes this layout
- How to make your own content cluster strategy in steps
- Real-life examples and best practices
What are content clusters and pillar pages?
Pillar Page (The Base)
A pillar page is a full guide on a wide subject that gives an overview and links to more in-depth articles on the subject.
An example of a pillar page topic is:
The Complete Guide to Digital Marketing
This pillar page would give a short overview of a number of subtopics, such as:
- SEO
- Marketing on social media
- Marketing by email
- Marketing through content
Content Cluster (The Articles That Support It)
Cluster pages are separate, in-depth blog posts that cover a specific subtopic of the pillar page.
Some examples of cluster topics under the “Digital Marketing” pillar are:
- What is SEO and how does it work?
- The Best Social Media Sites for Business
- How to Use Email Marketing to Get Leads
The pillar page links to the cluster pages, and the cluster pages link back to the pillar page.
This makes a web of internal links that show:
Topic Cluster Model – A Simple Visualization
Pillar Page (Digital Marketing)
/ | | \
SEO SMM Email Content Strategy
| | | |
Cluster Cluster Cluster Cluster
The pillar connects to clusters, and clusters connect back to the pillar.
This linking in both directions helps with:
- Better indexing
- Better ranking
- More authority on the subject
Why Google Likes the Content Cluster Model
Search engines don’t just look at keywords when ranking content. They also look at how well your website organizes information and how related the topics are.
This is why the content cluster structure is good for SEO:
| Advantage | How It Helps |
|---|---|
| It makes you more of an expert in your field | Google knows that you know a lot about your subject. |
| Increases internal linking | Better crawling and sharing of link equity ✅ |
| More likely to get a higher ranking | You cover more than just keywords; you cover topics too. |
| More time spent by users | Users go from one related article to another. |
| Planning content is easier | You know what to write next; there shouldn’t be any gaps or overlaps. |
By using topic clusters, you are giving Google and your customers a well-organized library of content.
How to Make Pillar Pages and Content Clusters, Step by Step
Step 1: Pick a main topic that is broad but still relevant.
The topic of your pillar page must be:
- Wide (but not too wide)
- Very important to your business
- Something your audience wants to find
❌ Too broad: “Marketing”
✅ Just right: “Digital Marketing Strategies for SMEs”
Step 2: Do some research on keywords and topics
Focus on the topic’s intent, not on individual keywords.
Use tools like these:
- Keyword Planner from Google
- Ahrefs
- SEMrush
- Answer the Public
Look for:
- Topics with a lot of searches
- User intent (informational, transactional, commercial)
- Long-tail keywords for groups
Example:
- Pillar Topic: Social Media Marketing
- Cluster Keywords: “best tools for social media scheduling,” “how to make a content calendar,” and “Instagram marketing strategy”
Step 3: Set up the structure of the Pillar Page
Your pillar page needs to have:
- Definition of the main topic
- Summary of subtopics (each one becomes a cluster article)
- Links to each cluster page from within the site
- Visuals (diagrams, infographics)
Word count: 3,000 to 5,000 words (evergreen, detailed content)
Step 4: Write articles for the clusters
Every cluster page should:
- Aim for a long-tail keyword
- Get into the details of the subtopic.
- Go back to the main page
Word count: 1,200 to 2,000 words
Example:
Cluster topic: “How to Make a Calendar for Your Social Media Posts”
Include:
- Step-by-step process
- Templates
- Tools
Step 5: Link everything together in a smart way
Rules for linking within a site:
| Links From | Links To |
|---|---|
| Pillar Page | All of the cluster articles |
| Cluster articles | Back to the pillar page and related clusters |
This linking makes the site more authoritative and easier for users to navigate.
Step 6: Promote and make changes often
Pillar pages work best when they are updated often.
- Add new articles to the cluster over time
- Update statistics, screenshots, and examples
- Share pillar content again on social media and in newsletters.
A real-life example of the content cluster strategy
Topic for the silo: Planning workouts and fitness
| Pages for Pillars and Clusters |
|---|
| The Complete Beginner’s Guide to Fitness |
| How to make a workout plan, the best diet for building muscle, cardio vs. strength training, and beginner home workout routines |
There are links from each cluster post to the pillar.
This makes sure that:
- A better user journey
- A lot of knowledge about fitness
Best Ways to Use Pillar Pages and Content Clusters
- Write for people, not Google.
User experience is more important than keyword stuffing. - Make sure the navigation is easy to understand
Put in a table of contents that can be clicked on. - Follow E-E-A-T, which stands for Expertise, Experience, Authority, and Trustworthiness.
Add:
- Examples of cases
- Data from research
- About the authors
- Keep the formatting of all cluster blogs the same
Longer engagement = better readability.
Things You Shouldn’t Do
| Things You Shouldn’t Do | Why It Hurts SEO |
|---|---|
| Writing blogs that don’t have a plan | Causes keyword cannibalization |
| Not linking back to the main page | Google won’t know what the topic hierarchy is. |
| Pillar page that is too short | Not good enough to be “the main guide” |
| Not paying attention to what the user wants | Lower ranking if the bounce rate is high |
How to Find Out the Results
Keep an eye on important metrics:
- More organic traffic
- Group rankings for cluster keywords
- Time spent on the page
- How many times people clicked on internal links
Things you can use:
- Google Analytics
- Console for Search
- Ahrefs and SEMrush
In 3 to 6 months, you should see that your search ranking is more visible.
In the end
Content clusters and pillar pages aren’t just a new trend in SEO; they’re the best way to set up your site for the long term.
- Higher rankings on Google
- Strong authority in the domain
- A better experience for users
- Planning content that you can count on
When you group your content around main topics and link them to each other, you tell Google that you are an expert in your field.
A website that has pillar pages and topic clusters doesn’t just compete for keywords; it rules over whole topics.
Plan your first pillar page today and create a content ecosystem that brings in organic traffic all the time.
