Topic clusters in two sentences
A topic cluster organizes a set of pages around one subject. A pillar page targets the broad query, cluster pages each cover one sub-intent, and internal links follow that hierarchy.
It relies on two things search engines read well. Pages that each answer a precise question, and internal links that make sense.
The rules that make a cluster
- One page per search intent, not one page per keyword. Two phrasings of the same question belong on the same page.
- The pillar page covers the subject as a whole and points to the cluster pages.
- Every cluster page links back to the pillar. Links between sibling pages exist when the reader needs them, not by default.
- Links sit in the body text, with anchor text that describes the destination.
- The cluster stays readable. If you can no longer draw it, it is too broad for one pillar page.
Topic cluster, silo, semantic cocoon
- Approach
- Silo
- Principle
- Separate sections, one theme per branch
- Links
- Mostly inside each section
- Approach
- Topic cluster
- Principle
- A pillar page and supporting pages
- Links
- From the pillar to the cluster pages and back
- Approach
- Semantic cocoon
- Principle
- A hierarchy driven by search intents, common in French SEO
- Links
- Up to the parent, sideways when the meaning calls for it
| Approach | Principle | Links |
|---|---|---|
| Silo | Separate sections, one theme per branch | Mostly inside each section |
| Topic cluster | A pillar page and supporting pages | From the pillar to the cluster pages and back |
| Semantic cocoon | A hierarchy driven by search intents, common in French SEO | Up to the parent, sideways when the meaning calls for it |
In practice the three look alike. What changes is how strict you are about intents and about which links you create.
Build a topic cluster in six steps
- 1Pick the pillar query. Broad enough to carry several subtopics, and tied to an offer or content you want to push.
- 2List the questions and sub-queries. Search suggestions, the results page and related questions in Google, and your keyword tools are the best sources.
- 3Group by intent. If two queries call for the same answer, they go on the same page.
- 4Build the hierarchy. Broad subtopics become cluster pages, their variations go one level below.
- 5Map the links. Which page links to which, with what anchor text.
- 6Write, publish, then track the pillar and the cluster pages on their queries.
A topic cluster example
Attic insulation (pillar page)└ Insulating an unfinished attic└ Cost of blown-in attic insulation└ Blown-in or batt insulation└ Insulating a finished attic└ Insulating between the rafters└ Rebates and tax credits for attic insulation
The cost page links up to the unfinished attic page. The rebates page is linked from both pages about cost, because a reader comparing prices often looks for financial help next.
Mistakes to avoid
- Splitting one intent across several near identical pages.
- Linking every page to every other page. The hierarchy disappears and links lose their meaning.
- Using the same anchor text everywhere. Vary the wording and keep it descriptive.
- Building a cluster around a weak pillar page with thin content and no inbound links.
Prepare the cluster in Arbo
The generator at the top of this page gives you a first hierarchy. With a free account, you reorganize it, give each page its keyword, volume and intent, and export the keyword map as CSV for your writers.
Questions
How many pages should a topic cluster have?
As many as there are distinct intents to cover. There is no ideal number. A useful cluster can have five pages or several dozen.
Do topic clusters still work for SEO?
Google does not talk about clusters as such. It asks for content that meets precise needs and crawlable internal links with descriptive anchor text. A well built cluster does exactly that.
Is a topic cluster generator enough?
It gives you a starting hierarchy in seconds. You still need to check each page against real search data, merge pages that share an intent and write content that deserves to rank.
Can I turn an existing site into topic clusters?
Yes. Import the site, find pages that answer the same intent and merge them, then rework the hierarchy and the links. Merged pages need a 301 redirect.