What they are and how to create them

What are topic clusters?

Topic clusters (or content clusters) are groups of web pages used to establish authority around a specific topic, especially in the eyes of search engines.

Each topic group includes a pillar page which provides a broad overview of a topic.

This pillar page links to (and is from) group pages covering associated subtopics.

For example, a travel site might have a topic group about Disney World vacation planning:

What are the benefits of topic clusters?

An effective topic group strategy can help with your SEO.

Why?

Because the more quality content you publish on a relevant topic, the more keywords you can rank for. And the more current authority you can build

This is important because Google wants to rank websites that demonstrate experience, expertise, authority and trustworthiness (EAT).

Side note: In the news sector, Google uses a dedicated current authority system to prioritize results from “news teams intimately familiar with the location and topic.”

Additionally, establishing a reputation as a subject matter expert can help you attract and engage users.

Creating SEO topic clusters also puts related content into a effective terrain structure.

By linking to and from a pillar page, you help users and Google find related content. And understand semantic relationships—ie, how the content fits together.

All these factors can lead to better engagement and higher search engine rankings.

How to create topic clusters

Learn how to create topic clusters...