SEO Topic Clusters: The Key to Website Rankings in 2024

To succeed in website rankings and visibility in 2024, topic clustering is crucial for optimizing content to rank higher for related search terms.

Written by
Torbjørn Flensted
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April 24, 2024

With proper attention to detail and expertise, search engine optimizers can ensure their websites stay competitive in the ever-changing world of online marketing.

What is an SEO Topic Cluster?

A topic cluster in SEO is a content strategy that creates in-depth, valuable content on a core topic.

The cluster approach involves creating a pillar page that covers the broadest aspects of the core topic and internal links to or from smaller, more specific cluster pages.

These supporting pages should address specific topics related to the central theme and provide readers with comprehensive information.

The main aim of the topic cluster approach is to organize your website’s content so that it’s easy for both search engines and users to understand what each page contains.

By structuring your site in this way, you can establish yourself as an expert on particular topics or themes within your industry.

Using topic clusters also helps prevent duplicate or thin content by ensuring that every piece of writing has its unique focus while remaining relevantly connected through backlinks. Additionally, by providing detailed coverage of multiple aspects within a given niche, you increase the chances of ranking high in SERPs for many different keywords related to those topics.

Tip: Want to create your own topic clusters? Try our free AI topic cluster generator tool.

The essential components of a Topic Cluster

A SEO topic cluster consists of a core topic or pillar page, subtopic cluster pages, and hyperlinks between pages. Internal linking signals to search engines that the pillar page is the most important in the group.

  • Core topic / Pillar page
  • Sub-topic / Cluster pages or supporting pages
  • Hyperlinks between cluster pages

Importance of Topic Clusters

Topic clusters are crucial for website success. They can lead to improved user experience and engagement on the website, boosted search engine rankings for related keywords, and enhanced visibility in SERPs.

By creating content assets around a central topic with supporting cluster pages and internal linking, websites can improve their topical authority and better serve customers throughout all stages of the buyer's journey.

The SEO Impact of Topic Clustering

When it comes to SEO, topic clustering can have a significant impact on your website’s visibility and rankings.

By grouping related content under a core topic or theme, you’re signaling to search engines that you have expertise in that area. This helps increase your site’s topical authority and makes it easier for search engines to understand the context of your content.

Additionally, by interlinking these pages with descriptive anchor text, you’re strengthening the internal linking structure of your site, which can help improve crawlability and indexing.

Overall, implementing topic clusters as part of your SEO strategy can lead to higher rankings for related search queries and increased organic traffic over time.

How Topic Clusters Improve SEO

Organizing your website's content into topic clusters can improve SEO in several ways:

  • It allows you to manage content for a better user experience
  • Increases relevance in search results by signaling authority on specific topics
  • Boosts internal linking and site architecture, which is a key ranking factor

3 Real-world Examples of Topic Clusters

  1. A cooking blog creating topic clusters around different cuisines and ingredients, such as Italian cuisine, Asian cuisine, vegetarian recipes, and desserts.
  2. A tech company using topic clusters to cover different product categories and features, such as hardware products, software solutions for businesses, cloud computing services, and cybersecurity features.
  3. An e-commerce site utilizing topic clustering for different product types and customer needs like fashion clothing brands for men's or women's categories; home decor items based on themes like minimalist designs or rustic vibes or Halloween decorations etc.
Pro Tip: If you're struggling to come up with ideas for cluster content or want to streamline the content creation process, consider using This AI-powered tool can create SEO content briefs and even full article drafts for your cluster pages, saving you time and ensuring your content is optimized for search engines.

Getting Started With Topic Clusters

To get started with topic clusters, you need to choose a core topic that is broad enough to cover multiple subtopics. This will be your pillar page. From there, identify related topics that fall under the same umbrella and create supporting cluster content for each. It's important to thoroughly research and understand these subtopics so you can provide valuable information on each one.

Internal linking is also crucial in creating effective topic clusters. Make sure every cluster page links back to the main pillar page and vice versa, using descriptive anchor text for better understanding by search engines.

Remember, developing a successful content plan with topic clusters takes time and effort, but it's worth it in terms of improved website rankings and visibility. So start brainstorming those core topics and dive into creating comprehensive content that covers all aspects of your chosen subject matter!

Step 1: Creating a Pillar Page

Creating a pillar page is crucial for implementing the topic cluster model. Identify core topics that cover a wide range of user intents, and optimize your pillar page for search engines by including internal linking with descriptive anchor text to signal importance to search engines.

5 examples of pillar pages:

  1. A comprehensive guide on a specific industry or niche, such as "The Ultimate Guide to Digital Marketing Strategies."
  2. An overview of a broad category or topic, such as "The Complete Guide to Home Improvement."
  3. A detailed analysis of a particular product or service, such as "The Definitive Guide to Buying a New Car."
  4. A collection of resources or tools related to a specific subject, such as "The Ultimate Resource Guide for Small Business Owners."
  5. An in-depth exploration of a trending topic or issue, such as "The Future of Artificial Intelligence: What You Need to Know."
Example of a Pillar Page on Paleo diet for beginners from

Step 2: Developing Cluster Content

To develop effective SEO cluster content (supporting pages), it is important to conduct thorough research on related topics and keywords for each piece. Additionally, structuring the content to support the main theme of the pillar page and providing informative articles are key elements.

  • Conduct comprehensive research on related topics and keywords
  • Structure cluster content in a way that supports pillar page themes
  • Ensure all articles provide valuable information
Generate full SEO-friendly cluster articles in minutes with

Step 3: Internal Linking

Linking relevant cluster articles to the corresponding section on the pillar page is crucial for effective internal linking.

Using descriptive anchor text and ensuring a balanced distribution of internal links across all clusters can also improve website rankings:

  • Internal linking with descriptive anchor text helps search engines understand the importance and relevance of the cluster content to the pillar page.
  • Linking relevant cluster articles to the corresponding section on the pillar page creates a logical and cohesive structure for users to navigate, improving their experience on your website.
  • A balanced distribution of internal links across all clusters ensures that each supporting page receives equal attention and helps distribute authority and relevance to the entire topic cluster.

7 keyword research tools to help you build effective topic clusters

Here are seven keyword research tools to help you build successful topic clusters:

  1. Hubspot Topic Cluster Tool: This tool allows you to organize your content into topic clusters, and find related keywords to optimize for.
  2. Keyword Tool: This tool uses AI to generate keyword suggestions based on your topic or industry.
  3. SEMrush Keyword Magic: This tool provides keyword suggestions and analyzes search volumes and competition for each keyword.
  4. Ahrefs Keyword Explorer: This tool provides detailed keyword analysis, including search volume, keyword difficulty, and related keywords.
  5. Google Keyword Planner: This tool is free and provides keyword suggestions, search volumes, and competition data for each keyword.
  6. Moz Keyword Explorer: This tool provides detailed keyword analysis, including search volume, difficulty, and priority scores.
  7. Answer The Public: This tool generates content ideas by analyzing questions related to your topic and providing keyword suggestions.


1. What is a topic cluster?

A topic cluster is a group of interlinked pages or articles that cover a specific subject or topic comprehensively.

2. How can topic clustering improve website rankings and visibility?

Topic clustering can improve website rankings and visibility by optimizing content for related search terms and creating a logical and cohesive structure for users to navigate.

3. How do you build a topic cluster?

To build a topic cluster, first, choose a broad topic, then identify subtopics and create content for each subtopic. Link each subtopic to a pillar page that covers the broad topic.

4. How do you navigate to a topic cluster?

To navigate to a topic cluster, look for links to the pillar page and supporting pages within the website's navigation, main menu, footer or blog post feed.

5. How do you put a topic cluster on your website?

To put a topic cluster on your website, create a pillar page that covers the broad topic and link supporting pages or articles to it.

6. What is internal linking, and why is it important in topic clustering?

Internal linking is linking relevant cluster articles to the corresponding section on the pillar page. It is important in topic clustering as it helps distribute authority and relevance to the entire topic cluster.

7. How can descriptive anchor text improve internal linking?

Descriptive anchor text can help search engines understand the importance and relevance of the cluster content to the pillar page.

SEO Topic Clusters: The Key to Website Rankings in 2024

This is an article written by:

Passionate SEO expert, Torbjørn Flensted, boasts two decades of industry experience. As the founder of and having run an SEO agency for 13 years, he's spent the last decade pioneering cutting-edge tools, transforming how agencies and professionals approach Search Engine Optimization.