How a topic cluster is built
- Pillar page: an overview of the main topic, such as local SEO, that links to every cluster page.
- Cluster pages: detailed articles on subtopics, such as Google Business Profile, local citations or review management, each linking back to the pillar.
- Internal links: descriptive links between the pillar and the cluster pages, and between related cluster pages.
Why clusters help SEO
- They build topical authority: many connected pages on one subject.
- They prevent keyword cannibalization, because each page targets its own search intent.
- They help visitors find the next useful page, and help crawlers find every page.
How to plan one
Start with keyword research on a core topic, group the keywords by intent, give each group one page, and map the links before you write. Keep clusters close to what your business actually offers.