Topic Clusters

Grouping of interlinked content around a core topic to boost SEO and user experience


Topic clusters are a method of organizing and structuring content on a website, where multiple pieces of content (subtopics) that revolve around a single core topic are interlinked. The core topic is usually a broad subject, represented by a pillar page on the website, and the subtopics are typically blog posts or articles that provide detailed information related to the core topic. Each subtopic page links back to the pillar page and the pillar page links to each subtopic, forming a 'cluster'. This structure allows search engines to understand the semantic relationship between the content pieces, thus improving the SEO ranking.

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Usage and Context

Topic clusters are used in content marketing and SEO strategies to improve a website's visibility on search engines. They provide a clear, organized structure that helps search engines understand and index content, which can lead to higher rankings. For example, a SaaS company may create a pillar page about 'cloud computing', with subtopic pages on 'benefits of cloud computing', 'risks of cloud computing', 'types of cloud computing', and so forth. Each of these subtopic pages would link back to the pillar page, forming a 'cloud computing' topic cluster.


  1. What is a topic cluster in SEO?

    • A topic cluster in SEO is a group of interlinked web pages that revolve around a single core topic. It's a way to structure content on a website, which helps search engines understand and index the content, leading to improved SEO rankings.
  2. How do topic clusters improve SEO?

    • Topic clusters improve SEO by providing a clear, organized structure for content. This helps search engines understand and index the content, which can lead to higher rankings. Also, the interlinking of related content within a cluster keeps users engaged on the site longer, improving user signals — an important factor for SEO.
  3. How do you create a topic cluster?

    • To create a topic cluster, first identify a broad core topic for which you want to rank. Then, create a pillar page that provides a general overview of the core topic. Next, identify and write subtopics related to the core topic, each as a separate page. Finally, interlink all the subtopic pages to the pillar page and vice versa.
  4. What is a pillar page?

    • A pillar page is a comprehensive resource page that covers a broad topic in depth and is the focal point of a topic cluster. It links to the related subtopic pages, and each of these subtopic pages links back to the pillar page.
  5. How many subtopics should a topic cluster have?

    • There is no exact number, it can vary depending on the breadth of the core topic. However, a good rule of thumb is to aim for at least 5-10 subtopics for a robust topic cluster.


  1. Improved SEO Rankings: Search engines can easily understand and index structured and interlinked content, leading to higher rankings.
  2. Enhanced User Experience: Users can navigate and understand topics easily, improving their engagement and satisfaction.
  3. Boosted Authority and Trust: Comprehensive coverage of a topic shows your expertise, building trust with your audience and search engines.
  4. Increased Website Traffic: Higher rankings and improved user experience can lead to more traffic to your website.
  5. Sustained User Engagement: The interlinking of related content within a cluster keeps users engaged on the site longer.

Tips and Recommendations

  1. Choose Broad Core Topics: Opt for broad subjects for your core topics to ensure there are enough related subtopics to create a robust cluster.
  2. Link All Subtopics to the Pillar Page: Ensure that all subtopics link back to the pillar page and the pillar page links to each subtopic to maintain a strong cluster structure.
  3. Update Your Cluster Regularly: Keep your topic cluster up-to-date by adding new subtopics and updating existing content as required.
  4. Focus on Quality: Ensure all content within the cluster is high-quality, informative, and provides value to the reader.
  5. Use Relevant Keywords: Incorporate relevant keywords into your content, but always prioritize user readability over keyword density.


In conclusion, topic clusters are an effective SEO strategy for any SaaS company looking to improve their search engine rankings. They provide a structured and user-friendly way of presenting content, making it easier for both users and search engines to navigate and understand the material. By implementing topic clusters, companies can boost their authority, enhance user experience, and ultimately drive more traffic to their website.