Content Cluster
A group of interlinked content pieces covering related subtopics, organized around a central pillar page.
Definition
A content cluster is a strategic grouping of content around a central theme. It includes a pillar page covering the broad topic and multiple cluster pages exploring specific aspects, all connected through internal links.
This model demonstrates topical authority to search engines by showing comprehensive, organized coverage. It also creates natural user journeys from broad interest to specific information.
Why It Matters
Content clusters address how modern search engines evaluate expertise. Rather than ranking individual pages in isolation, Google considers whether a site thoroughly covers a topic—clusters demonstrate that depth.
The interconnected structure also distributes ranking authority efficiently, helping all pieces in the cluster perform better than they would as standalone content.
Examples in Practice
A fitness brand creates a cluster around "strength training" with a pillar page plus articles on specific exercises, equipment, nutrition, programming, and recovery—capturing search traffic across the entire topic.
A financial services company builds clusters for each major service area, with each cluster containing 15-20 pieces that collectively rank for hundreds of keywords.
A B2B company organizes their blog into clusters, and pages within clusters consistently outrank standalone articles targeting similar keywords.