Build Authority with Topic Clusters

Want to make your website a go-to resource that search engines love? Topic clusters are the answer. They’re a smart way to organize your content around a central theme, with a main “pillar page” diving deep into a broad topic and smaller “cluster” pages linking back to it, covering specific subtopics. Over my years, I’ve seen businesses use this strategy to boost their SEO, drive traffic, and establish themselves as trusted experts. Whether you’re a small business or a growing brand, topic clusters can transform how your audience finds and engages with you. Let’s break down how to build a topic cluster strategy that works.

How Do Topic Clusters Work?

Before we get into what to do with topic clusters, let's understand a bit how they work.

At the core of your topic cluster strategy should be your pillar page. Your pillar page is the page that will be the center of your very important content. Search engines will see that the content there is important based on cross-linking. Your primary content of your website should be consider a pillar page. If you have a core business offering, that's is your pillar page. After that page is created, you can create blog posts, case studies, and other variable content to point to the page. It provides you with the ability to tell the search engines that this content is important. 

I've heard some refer to this as a hub and spoke model. Without the pillar page (hub) the other pages have nothing to hold them together (spokes). The style of pillar page you choose from the diagram below isn't important. They all function the same way. The indicate what the core content should be and support that content with other pages linked to it. But, I do like to think of them in different ways as it makes it a little easier for me to write the sub pages.

Home Page as a Pillar Page

Your homepage is your website’s most important pillar page, acting as the central hub for your content. It should clearly showcase what visitors can find on your site, reflecting your core offerings or services. Include a strong call to action in the main hero banner, such as “Learn More” or “Get Started,” and add links or additional calls to action throughout the page to guide users. Keep the page concise to encourage scrolling, as overly long pages may lose some visitors’ attention. When considering animations, use them thoughtfully—well-designed, subtle animations can enhance user engagement by drawing attention to key elements, but excessive or flashy animations may distract or overwhelm visitors. Ensure your homepage represents all your company’s services, linking to relevant subtopics to establish it as a pillar for your topic cluster.

• Acts as the central hub for your website’s content, showcasing core offerings.
• Includes a clear call to action in the hero banner (e.g., “Learn More” or “Get Started”).
• Features links and additional calls to action to guide visitors to subtopics.
• Keeps content concise to encourage scrolling and maintain user attention.
• Uses subtle animations to highlight key elements, avoiding excessive or distracting effects.
• Links to relevant subtopics to establish the homepage as a pillar page.

Navigation Page as a Pillar Page

Your main-level navigation pages should point to the content below them. A common mistake is having a top-level menu item that isn’t clickable, missing the chance to create a pillar page for the topics underneath. When a top-level menu item only reveals subtopics without its own page, you lose an opportunity to build a strong pillar. Navigation pages are a great starting point for pillar content. For example, if you sell copiers, your main pillar page could be “Office Equipment,” briefly covering copiers, printers, and wide-format devices, with each subtopic linking to a detailed page.

• Ensures top-level navigation menu items are clickable to serve as pillar pages.
• Organizes subtopics under a broad pillar page (e.g., “Office Equipment” for copiers, printers).
• Links from the pillar page to detailed subtopic pages for deeper information.
• Avoids non-clickable menu items to maximize SEO and user navigation opportunities.
• Provides a brief overview of subtopics on the pillar page to set the stage for clusters.

Resource Page as a Pillar Page

A resource page can be your most powerful pillar page, showcasing your expertise to search engines and visitors. For example, if you offer home remodeling services, create a pillar page on “Bathroom Remodeling” with subpages on specific aspects, like tiling or fixtures. This page shines when supported by related content, such as case studies, blog posts, success stories, or a portfolio of examples. All subpages should link back to the main pillar page, and the pillar page should link to these subpages, creating a strong network that helps users explore and learn more.

• Demonstrates expertise on a broad topic (e.g., “Bathroom Remodeling”).
• Includes subpages on specific aspects (e.g., tiling, fixtures) to cover subtopics.
• Supports the pillar with diverse content, like case studies, blogs, or portfolios.
• Uses bidirectional linking: subpages link to the pillar, and the pillar links to subpages.
• Creates a cohesive network to boost SEO and guide users to relevant information.

Pick a Core Topic That Matters

Your first step is choosing a broad topic that’s relevant to your business and resonates with your audience. It could be something like “small business growth” or “healthy living.” This topic becomes the heart of your cluster.

Next, create a pillar page—a long, high-quality page that covers the topic comprehensively. Think of it as the hub of your strategy, touching on all major subtopics and serving as the go-to resource for anyone curious about the subject. This can help you see why some call it a hub and spoke approach. This page should be detailed, well-researched, and packed with value, setting the stage for everything else.

Map Out Your Topic Cluster

Now, zoom in on specific subtopics within your broad theme. These should be focused, answering questions or addressing pain points your audience cares about. Research is key here—dig into what your customers are searching for or struggling with.

Once you’ve got your subtopics, create cluster content for each. These could be blog posts, videos, infographics—anything that dives deeper into the subtopic. The trick? Every cluster piece must link back to the pillar page, and the pillar page should link out to all cluster content. This creates a tight web of interconnected pages that screams authority to search engines.

Example Topic Cluster

Let’s say a small business chooses “small business growth” as their core topic. Here’s how it might look:

• Pillar Page: “The Ultimate Guide to Growing Your Small Business”
  This page covers the big picture: why growth matters, key strategies, and common challenges. It links to all cluster content below.
• Cluster Content 1: “How to Create a Marketing Budget”
  Dives into setting a realistic budget, prioritizing channels, and tracking ROI.
• Cluster Content 2: “Hiring Your First Employee”
  Explores when to hire, what to look for, and how to onboard effectively.
• Cluster Content 3: “Using Social Media to Attract Customers”
  Breaks down platforms, posting strategies, and engagement tips.
• Cluster Content 4: “Streamlining Operations for Efficiency”
  Covers tools and processes to save time and money.
• Cluster Content 5: “Understanding Business Loans”
  Explains loan types, when to borrow, and how to qualify.

Each piece links back to the pillar page, and the pillar page links to them, creating a cohesive network.

Why Internal Linking Is Key

The magic of topic clusters lies in internal linking. By connecting all cluster content to the pillar page and vice versa, you build a structure that tells Google your site is a one-stop shop for your topic. This boosts your search engine rankings and makes it easier for users to navigate your content. A well-linked cluster helps visitors find exactly what they need, keeping them on your site longer and increasing conversions.

Keep It Fresh with Continuous Updates

Your topic cluster isn’t a set-it-and-forget-it deal. As your audience’s interests shift or new subtopics pop up, add fresh cluster content to stay relevant. A business I worked with kept their site thriving by regularly updating their cluster with new insights. Check your analytics to see what’s resonating and where you can expand. This keeps your site dynamic, authoritative, and ready to rank.

More Topic Cluster Ideas

To spark your creativity, here are two general topic cluster ideas for different businesses:

Idea 1: A Service-Based Business

• Pillar Page: “Everything You Need to Know About [Service Type]”
  Covers the service’s benefits, process, and FAQs, linking to all cluster content.
• Cluster Content:
  • “How to Choose the Right [Service Provider]”
  • “Common Mistakes to Avoid with [Service]”
  • “What to Expect During [Service Process]”
  • “FAQs About [Service Type]”
  • “How [Service] Can Save You Time and Money”

This structure positions the business as a trusted expert, attracting clients searching for guidance.

Idea 2: A Health and Wellness Brand

• Pillar Page: “Your Guide to a Healthier Life”
  Explores key aspects of wellness, from nutrition to mental health, linking to cluster content.
• Cluster Content:
  • “Simple Nutrition Tips for Busy People”
  • “How to Start a Fitness Routine”
  • “Managing Stress in Everyday Life”
  • “The Benefits of Regular Health Checkups”
  • “Understanding Common Wellness Myths”

This cluster draws in health-conscious visitors and builds credibility.

Build Authority with Topic Clusters

Topic clusters are a game-changer for any business looking to own their niche online. Create a detailed pillar page with focused cluster content. This tells search engines you’re an expert on your topic. The result? Higher rankings, more traffic, and better leads. Whether you’re a service provider or a wellness brand, this strategy works. Start small—pick one topic and build from there. What topic will you tackle first for your site?