Here’s how organized content clusters can boost your SEO performance and user experience with link juice from internal linking and strategic topic modeling.

Content clusters – a relatively new buzzword in the digital marketing world – are becoming increasingly popular, and for a good reason. It’s a content marketing strategy organized around related topics rather than keywords by leveraging internal linking and topic modeling, making your website more easily navigable. In other words, content clusters organize your ideas and topics into related groups, allowing you to create content around related themes more efficiently. Content clusters, or topic clusters, provide a structure that helps organize and quickly identify different areas and categories of a website, promoting easier searches and facilitating the flow of knowledge.

Understanding Content Clusters

It’s like a directory – an encyclopedia – of all the related topics, ideas, and keywords grouped as one. It allows you to become the best authority on a given topic on the web instead of creating separate articles on various topics. These clusters can contain articles, videos, blog posts, and other related content, all working together in SEO harmony.

Why are Content Clusters Important?

Why is content clustering so important? Well, for one thing, it makes it much easier for search engines to understand how your content is related to certain topics. Search engines index your page more effectively and increase your chances of appearing for related search terms. It also makes it easier for readers to find related content on your blog or website.

Content Clustering Isn’t All About SEO

Content clustering isn’t just about SEO, however. It helps you create more meaningful and authoritative content. Instead of treating each blog post as a separate entity, you can use content clustering to create a “body of work” that covers all sides of a particular topic. You’ll build authority and trust by providing readers with comprehensive information on a subject.

How Does It Work?

When using content clusters, the idea is to create a hierarchy of related topics and concepts. You break down the content into smaller sub-topics while ensuring a few broad topics can act as overarching categories. Such an organized structure enables you to prioritize content better in search engine rankings. It allows visitors to navigate the website for the first time easily.

What is a Pillar Page?

A pillar page is the kind of page that can be considered the foundation of your content marketing strategy – a pillar for your content marketing house. Hence its name. But what exactly is a pillar page? In short, it’s an evergreen, authoritative piece of content that is the primary source of information for a particular topic. It’s a highly structured content piece that provides an in-depth view of a particular subject. The purpose is to offer educational and evergreen content that delights and informs readers and search engines alike. Why should you create pillar pages for your content marketing efforts? In a nutshell, the answer is visibility and engagement. A comprehensive pillar page structure, combined with other content like blog posts, articles, and FAQs, can dramatically increase your website’s search engine visibility and chances of ranking in the SERPs. Additionally, a properly constructed pillar page with quality content can help you establish yourself as an authority in your industry, drive more organic traffic, and get more conversions.

How to Create a Pillar Page

For starters, you’ll need to brainstorm and come up with a relevant topic that serves as the focal point of your page. Find a topic related to your business, product, or service of sufficient depth and breadth to cover your content needs. After that, you’ll need to break it down into different topics for sub-sections. These should form the structure of your pillar page. Leverage existing blog posts and other content sources to fill your pillar page with valuable information. To maximize the success of your pillar page, include visuals, multimedia, quotes and references, and optimized headings and titles. Use clickable navigation to help the reader browse the page quickly. Optimize the pillar page with SEO tactics like schema and keyword integration.

What Does a Content Cluster Link Structure Look Like?

A content cluster link structure starts with the main content pillar page (we’ve explained pillar pages above). It typically contains the most comprehensive information on the topic, serving as an anchor page to draw in the pages related to that topic. From there, you can create individual sections, or “content clusters,” related to the main topic. Each cluster serves as its entity and should include multiple content pieces related to that cluster’s topic.

Content Cluster’s Link Structure Strategy

Creating an effective link structure can take a while to get right. A content cluster link structure is beneficial when you have multiple pieces of content related to a topic, and you want to optimize their potential as an entire group to increase your Google rankings. To further enhance the link structure of the content clusters, each of the individual content items within each cluster should link to related articles within the same cluster and content from other sets. That creates a cohesive and interrelated structure for your content to establish trust with the search engine algorithms. Remember to choose interrelated topics and keep them distinct from one another. As you create more content over time, you can expand each cluster to make it even more comprehensive. Your website’s internal linking structure must be optimally set up. Proper internal linking should include anchor text, target keywords, and other elements to help the search engine robots understand the relationship between the clustered items. Additionally, ensure your URLs are user-friendly, accurate, and descriptive, as it creates more trust with the crawlers and users.

Benefits of Content Clusters

Many marketers and SEO specialists understand the importance of content organization and navigation to increase visibility and boost SEO performance. Content clusters are one fantastic way to take advantage of that. It’s one of the most effective search engine optimization techniques a business can use to boost online visibility and sales. But how exactly do they benefit a business? Let’s explore:

Improved Visibility

By clustering content together, search engines can easily identify a web page’s relevance, thus giving them a better chance of appearing higher in relevancy-based search engine results. You get improved visibility, which helps your business reach more potential customers, driving more traffic to your website.

Better Engagement

When visitors can more easily navigate a website and find the information they’re looking for, they’re more likely to stay on a website longer and engage with the content. Furthermore, content clusters can lead to increased organic social shares and comments. Fortunately, that can boost a website’s engagement even further.

Increased Rankings

Content clusters also improve a website’s rankings on search engine results by allowing the content to be more targeted and organized. By creating clusters for different content and articles to target specific keywords and topics, a website is more likely to reach higher rankings on search engine results.

More Accurate Measurement

You can acquire and leverage more accurate data on your content’s performance. By organizing and categorizing content, businesses can gain valuable insights into the topics that resonate most with their target audience. Using this data, you can fine-tune your content marketing efforts to meet your audience’s needs and maximize ROI.

A Content Cluster Example

Let’s take a bakery website as an example. The overarching topics would be:

  • Bakery
  • Product Categories
  • Locations

Under the Bakery topic, we could include content about the shop’s history, the staff, customer reviews, etc. As for the Product Categories, we could break them down further into sub-topics like bread, cakes, and pastries, with content pieces giving recipes, reviews, and product information. And under Locations, we could talk about each shop, the opening and closing times, their services, and any other helpful information.

Types of Content Clusters

Before we get into the process of creating content clustering, we’d like to discuss some common content types. You can utilize different types of focused content clusters to cover a complete range of sub-topics, including:

  1. Professional Advice Content Cluster: Content for professionals can come in the form of blog posts, white papers, webinars, and e-books. Focus on actionable advice and tips relevant to the field with this type.
  2. Educational Content Cluster: For an educational content cluster, create instructional content, including tutorials, resource lists, and how-to articles that are aimed to teach and inform readers.
  3. Product/Service Description Cluster: If you’re marketing a product or service, content like descriptions, case studies, and reviews can help get the word out.
  4. Crowdsourced Cluster: User-generated content can be harnessed for a content cluster, such as creating a buzz around a product/service through reviews, forum interactions, and giveaways.
  5. News/Opinion Content: This type of content cluster focuses on news, current events, and opinion pieces. You can drive attention and flex a brand’s authority.
  6. Resource Cluster: For readers looking for more information or resources, consider creating a content cluster of blog posts, book recommendations, webinars, and videos that provide helpful answers and advice.
  7. Insight Clusters: Aim to develop insights that explore topics in-depth. Stayed focused on providing valuable data, analysis, and insights that readers (particularly decision-makers at companies) can use in their work.
  8. Digital Content Cluster: For digital content, create interactive experiences by creating a content cluster of videos, infographics, podcast series, imagery, interactive stories, and more.

How to Build Content Clusters

If topic clusters seem to be a lot of work, don’t worry – you can create one yourself in ten minutes! Apply these simple steps to create engaging, valuable, and optimized content clusters for a successful campaign.

Goals & Keyword Research

To get started, you’ll need to identify your goals and do some keyword research. Knowing exactly what you want to achieve and what keywords are associated with your industry/niche is essential for narrowing down your focus. Once you’ve identified the most relevant keywords, it’s time to move on to the next step.

Content Audit

Conducting a content audit is essential to build a successful content cluster. You’ll need to review your content and determine which pieces should be used as your pillar pages. A pillar page is the main article within your content cluster. It will link to other related articles within the group. This process can be pretty time-consuming, so dedicate enough resources to it.

Get Organized

Content organization is the basis of clustering content. Before anything else, you need to have an organized plan in place. Know what topics you want to cover and how they all fit together. If it helps, make an outline or mood board of your thoughts and ideas.

Understand Your Audience

Study your audience inside out. Understand their likes and dislikes, their interests, and the problems they are facing. Develop a valuable foundation for your campaign to engage and delight them.

Map Your Content

Start by mapping out the topics you want to cover in each cluster. Each one should link to the next, and the content must appear natural and connected. Tip: Don’t compromise on value. Content clusters must provide valuable insight to your readers with a clear purpose and helpful information.

Internal Linking

Create an internal linking pattern to tie them together. Internal links are hyperlinks within a website that direct visitors from one page to another. Remember to create links that make sense from a user experience standpoint, so don’t go overboard with the linking to have those links.

Connect Each Piece

To illustrate the last step further, each piece must connect seamlessly. Imagine piecing together a puzzle or creating an organized hierarchy/directory. Rather than just linking within the body of your article, consider using internal linking on other pages and backlinking to allow readers to explore different topics.

Promote Your Content

Once your content clusters are up and running, you need to promote them religiously. Use social media, guest blogging, and email blasts to get the word out.

Optimize for Search Engines

Last but not least, make sure that you’re optimizing your content clusters for search engines. It includes researching keywords, adding meta tags, and ensuring your content is unique and well-written. With solid keyword research, a well-thought-out content audit, and a well-structured internal linking system, you’ll be able to create content clusters that will give your website an edge over your competitors.


Content clusters are an exciting opportunity for businesses to gain a competitive edge and develop some authority in the industry in this increasingly competitive landscape. The link juice you get from Internal linking, coupled with intelligent topic modeling, can skyrocket your SEO performance and user experience if you organize content clusters correctly. That said, you must remember that it’s not a “set-and-forget” strategy. The content for your clusters needs continual refinement and updates to be effective. That’s a must if you want to reap the benefits of content clustering for the long term. Nonetheless, paid marketing costs money, and the hunt for organic marketing techniques calls for smart, innovative SEO tools. Consider trying content clusters for your next SEO campaign, and watch your competitive edge grow.