How to create a content cluster
In one line
Creating a content cluster means building a pillar page on a broad topic plus supporting articles on its subtopics, all interlinked, to signal depth and capture demand.
The steps
- 1Choose a core topic you want to own
- 2Map every subtopic and question within it
- 3Create a comprehensive pillar page for the broad term
- 4Write a focused article for each subtopic
- 5Interlink: supporting pages link up to the pillar, and back
- 6Keep expanding and updating the cluster
Why it works
Clusters demonstrate genuine expertise, capture many long-tail queries, and pass authority to your pillar, lifting the whole group. They're how you become the source Google and AI cite for a topic.
Frequently asked
What's a pillar page?
A comprehensive page targeting a broad topic, which links to and is supported by focused articles on its subtopics.
How big should a cluster be?
Big enough to cover the topic fully, a pillar plus however many supporting pieces the subtopics require (often 5–15).
Put this into practice
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