What are topic clusters in SEO?

When designing your SEO strategy, you may have come across the term topic clusters. You may also be wondering if you need to use them and if so, how to do so.

Topic clusters

A topic cluster, also known as a content cluster, is a group of pages on a website that are interconnected and thematically related. The cluster will have a pillar page, which acts as the main page with an overview of the topic, as well as a number of subpages or cluster pages with subtopics. Internal links connect these pages.

A good web designer will be able to incorporate topic clusters for SEO into your website. Use a relevant internet search to find a designer. For example, if you search for web design Dublin, your results will include designers like //dublin.nettl.com/web-design.

Why use topic clusters

Topic clusters help you build topical authority, and this can help you rank higher in searches, helping with generative engine optimisation or GEO as well as search engine optimisation or SEO.

As you build topical authority, you can rank for more keywords that are being used in search engines and large language model tools. By using high-quality content, you can demonstrate the experience, expertise, authoritativeness, and trustworthiness that search engines like Google value.

Topic cluster benefits go beyond search engines. They also help create an effective structure for your website, allowing users to easily find related content. They will also help establish your expertise to website visitors, and as people mostly prefer to engage with credible businesses, this can help attract your target demographics.