Better SEO and visibility with the pillar and cluster content strategy

Your content might be solid, but if your site structure is a mess, Google won’t reward you.

SEO has evolved from focusing on keywords and meta data to focusing on how content fits together.

Google cares more about context, relevance, and structure than ever before. Yes, keywords still matter, but Google’s understanding of your site is deeper than a two- or three-word phrase. That means scattered blog posts and isolated landing pages won’t cut it anymore.

If your content isn’t organized around clear topics, it’s harder to rank and even harder for users to navigate, especially for those relying on accessibility tools.

The pillar and cluster strategy solves that. It gives your content a logical, scalable structure that helps search engines understand what you’re about and helps users find what they need.

What is the pillar and cluster content strategy?

The pillar and cluster content strategy is an approach to content marketing that organizes your content around a central topic (the pillar) with multiple related subtopics (the clusters) branching off from it. Think of it like a wheel: The pillar is the hub, and the clusters are the spokes that connect to it.

Each topic cluster page is full of related content that dives deeper into a specific angle or question related to the main topic. All of them link back to the pillar page and the pillar links to each cluster. This creates a tightly connected internal structure that signals topical authority to search engines.

From an SEO perspective, the internal linking helps distribute link equity, improves crawlability, and keeps visitors exploring related content.

From a user standpoint, it makes your site easier to navigate and helps users find relevant information without having to dig for it. The result is better rankings, longer time on site, and more qualified leads.

Why it works for enterprise SEO

Enterprise websites often have hundreds or thousands of pages. Without a clear structure, content can easily become fragmented and difficult for both users and search engines to navigate. That’s where the pillar and cluster strategy shines.

This model improves crawlability by creating strong internal links between related pages. Search engines can more easily understand your site’s architecture and index your content more efficiently. Siloed or one-off articles rarely perform well, even if they target valuable keywords (no matter how much keyword research you do).

The pillar format also signals that your site has depth on a particular subject, which strengthens your topical authority and credibility.

For large content teams, this strategy offers some much-needed organization by creating a framework for planning, writing, and linking content across departments, campaigns, and product lines. You can even assign subject matter experts to different pillars, so no one has to step on anyone else’s toes.

Examples of pillar and cluster content

The pillar and cluster content strategy is already powering some of the best-performing content on the web. Brands use it to structure complex topics, build authority, and guide users through connected content.

1. What is Content Strategy ( MarketMuse)

Creating clusters of content around a specific topic, like content strategy, is something we’ve been doing for years. It’s always been part of our SOP and made much easier thanks to MarketMuse Connect, which provides relevant linking suggestions.

Writers can incorporate them while creating the content or an SEO analyst can use them during a pre-publish audit.

2. Search engine marketing overview: Your guide to getting found (Siteimprove)

This search engine marketing pillar was created after the fact. It was created to tie a number of related posts on SEM together into a cohesive unit. The internal linking indicates to any search engine that these pages are semantically related.

3. How to Build Your Digital Banking Strategy, by Alloy

Alloy, a fraud prevention platform, has a digital banking strategy guide that is strong pillar content because it tackles a broad, strategic topic from multiple angles that matter to Alloy’s target audience.

The page has a well-structured overview while linking out to supporting articles on identity verification, fraud prevention, and fintech regulations. These related pieces deepen the coverage of each element.

We also like how the content is built to educate but also positions Alloy’s platform as a solution throughout. This makes it both informative and focused on conversion.

4. Site selection page (Placer.ai)

Market intelligence platform Placer has a property site selection page that functions as a topic hub and a gateway to cluster resources. It explains what site selection is, why it matters, and how to do it better using Placer’s data.

What strengthens the strategy is how it connects to deeper insights through links to case studies, webinars, and location analytics guides. The pillar offers value upfront but still encourages exploration through cluster content.

5 How to Build a Winning Video Marketing Strategy (Lemonlight)

Lemonlight, a video production platform, has a guide that covers video marketing from end to end, from setting goals to measuring results. The article links out to more specific posts, like how to write a video script or how to choose the right video format.

The internal links are natural, the structure is clear, and the visuals help break up the content. It’s educational, SEO-friendly, and perfectly positioned to attract marketers while funneling them toward Lemonlight’s services.

How to build a pillar and cluster content strategy that drives traffic

A solid pillar and cluster content strategy starts with planning. You need to pick the right topic, build strong content around it, and connect everything with purpose.

Step 1: Identify a core topic (your pillar)

Start by choosing a broad, high-value topic that aligns with your business goals and what your audience is already searching for. This is your pillar page.

It should be relevant to your core offerings, broad enough to support multiple related subtopics, and tied to real user intent and common search queries.

Don’t worry about SEO here. Your pillar’s topic will likely target a highly competitive keyword that doesn’t exactly scream “opportunity.” The page will eventually rank once you build out the pillar-cluster structure.

A great pillar page provides a comprehensive overview of the topic, structured in a way that’s easy to navigate. It includes clear headings, internal links to supporting content, and calls to action that guide users to the next step.

Example formats for pillar pages:

• Ultimate guide – Deep, end-to-end coverage of a topic
• Topic hub – A central index that links out to multiple related resources
• How-to library – Collection of tutorials or walkthroughs on a specific subject
• Glossary page – Definitions and explanations of key terms in your industry
• Comparison page – In-depth breakdowns of tools, platforms, or approaches
• Tool or template library – Curated resources, templates, or downloads
• Trends or insights hub – Regularly updated insights, stats, or reports around one topic

Step 2: Map out supporting cluster topics

Once your pillar is in place, it’s time to build around it.

Start by identifying related long-tail keywords, subtopics, and common questions your audience asks about the core topic. These become your cluster pages. Each one should focus on a specific angle that supports and links back to the pillar.

Use existing content when it fits. You probably have articles that can be updated, optimized, and linked properly. This can save a lot of time and help unify scattered content that already has some search value.

Most importantly, avoid redundancy. Each cluster should bring something new to the table. That might be a specific use case, a tactical guide, or a deep dive into a subtopic. Together, the clusters build authority and provide a complete experience for both users and search engines.

To maintain quality and speed at scale:

• Create clear templates for cluster content.
• Assign ownership to specific people or teams.
• Use content briefs to keep your messaging consistent. Creators should understand how to stay on brand even if they don’t work on the marketing team.
• Review the performance of your cluster pieces over time. Do users travel from the pillar to the clusters?

The ultimate goal is a library of high-value content that all points back to your pillar and keeps readers moving through your site.

Step 3: Plan internal linking strategically

Internal linking ties your entire pillar and cluster strategy together. If you do it well, your internal linking becomes a map for users and search engines that keeps traffic moving and reinforces your topical authority.

Every cluster page should link back to the pillar and the pillar should link out to each cluster. This signals to search engines that the pillar is the authoritative source on the topic.

Use consistent anchor text that clearly describes what the user will find when they click (this is important for accessibility as well). Place links naturally within the content and make sure they add value in context. Don’t force a link if the topics don’t align.

If you're working with a CMS or DXP, take advantage of your automation tools. Many platforms let you define link patterns, use components for repeatable modules, or track internal link coverage across your site.

Step 4: Optimize and publish with purpose

Once your pillar and cluster content is written, don’t rush to hit publish. Take the time to optimize every element so it’s built to perform. Start with on-page SEO.

• Use clear, keyword-aligned titles and meta descriptions.
• Structure content with proper headings (H1, H2, etc.).
• Add descriptive alt text to images.
• Check that the page loads quickly on all devices.

Next, focus on accessibility and UX. A strong content strategy won’t deliver results if the content is hard to read, navigate, or interact with. Use clear layouts, readable fonts, and intuitive calls to action. Make sure everything meets your accessibility standards.

Finally, align each piece with a clear goal. You might be after organic traffic, lead generation, brand visibility, or support. That purpose should guide how you write, design, and promote the content across all of your channels.

How to measure impact

Once your pillar and cluster strategy is live, the next step is to measure its performance. You need to know what’s working, what’s not, and what to expand next.

Start by tracking keyword rankings for both the pillar and its clusters. Are you gaining visibility for the core topic and its related long-tail keywords? Use this data to see if your structure is signaling authority to search engines.

Look at internal link performance. Are users clicking through to related content? Are they staying longer on site or bouncing after one page? High click-through rates between clusters and pillars are a good sign your structure is working.

Use tools like Siteimprove, Google Search Console, and Google Analytics to spot content that’s overperforming (so you can double down), identify gaps in your cluster coverage, and see which topics aren’t gaining traction and may need updates.

A good rule of thumb is to review your clusters every six to 12 months. Add new clusters as topics evolve and keep your pillar page updated so it remains the authoritative source.

Common mistakes to avoid

Even with a solid strategy, it’s easy to slip into habits that weaken your content.

Creating thin clusters that don’t add value

A cluster page should never be filler. If it doesn’t offer unique insights, examples, or depth, it won’t rank or help the pillar rank. Every cluster should answer a specific question or tackle a focused topic that expands the overall coverage.

Over-optimizing for keywords instead of user intent

Keyword stuffing or writing only for search engines makes content hard to read and easy to ignore. Instead, focus on what the user wants. Write naturally, solve problems, and use keywords where they fit.

Failing to update or expand the pillar over time

Your pillar page isn’t a set-it-and-forget-it asset. It should evolve as the topic changes, your business shifts, or new search trends emerge. Update it regularly to keep it relevant and authoritative.

Letting internal linking decay over time

As you publish new content or update old pages, your internal links can break or become outdated. Check your internal linking structure regularly to make sure it still connects everything.

How to scale this strategy across teams

Rolling out a pillar and cluster content strategy across a large organization takes coordination, but with the right systems, it becomes repeatable and scalable.

Standardized templates help maintain consistency across teams and speed up production. Define what every pillar and cluster page should include, from structure and tone to metadata and CTAs. Pair templates with clear workflows so everyone knows their role in planning, writing, reviewing, and publishing.Dashboards and project management tools give you (and other stakeholders) visibility into what’s live, what’s in production, and how content is performing. Track key metrics like rankings, engagement, and link coverage. This helps you catch gaps early and prioritize updates.Pillar strategies touch multiple teams, such as SEO, content, design, UX, DevOps, and analytics. Bring them together early to align everyone on the same goals and share ownership. This makes it much easier to scale without losing quality.

Build smarter, not just more

If your content creation is all over the place, adding more won’t fix the problem. It’s time to rethink the scattered blog post approach and start building with structure in mind.

A well-executed topic cluster model not only improves SEO, but makes your site easier to navigate, more accessible, and better aligned with user intent.

Siteimprove helps you organize and optimize your content at scale. From spotting gaps and tracking performance to ensuring internal links stay intact, it gives you the tools to build a content architecture that lasts.