Content clusters and pillar pages

A content cluster is a group of pages about one topic: a broad pillar page and several detailed cluster pages, all linked together.

Example

• Pillar: "Water purifier guide".
• Clusters: "RO vs UV purifiers", "How often change RO filter", "Water purifier AMC explained", "Best purifier for borewell water".

How to build one

1. Choose a topic central to your business.
2. Use keyword research and the keyword clustering tool to find sub-topics.
3. Write the pillar as an overview that links to each cluster page.
4. Each cluster page links back to the pillar and to related clusters.

Pillar page tips

• Cover the topic broadly, with a short section for each sub-topic.
• Link to the detailed cluster page from each section.
• Keep it updated as you add cluster pages.

Cluster page tips

• Go deep on one specific question.
• Link back to the pillar near the top or bottom.
• Link sideways to closely related cluster pages.

How many clusters?

Start with three to five cluster pages per pillar and grow over time. A small, complete cluster beats a large, half-finished one.

Measure the cluster

Track a few keywords for the pillar and each cluster page, tagged by cluster. When the cluster pages start ranking, the pillar often climbs with them.

Why it works

Search engines see many connected pages on one subject, which signals depth. Visitors find everything on the topic in one place.