Ken walked into my office holding his laptop like it was a wounded seagull. "I just Googled 'content strategy' and guess who showed up on page 1?"
"Our competitor. With an article from 2019. That's barely been updated. And it's beating our three different articles on the same subject."
I knew exactly what was happening. We had content scattered across our site like tide pools along Cannon Beach—each one interesting on its own, but with no connection to the others.
The Powell's Books Principle
Topic clustering is organizing your content by subject so Google understands you're not just randomly shouting about topics, but systematically covering them with depth and authority. It's the difference between having scattered blog posts and having a content strategy that actually works.
What Is Topic Clustering?
Topic clustering is a content organization strategy where you create one comprehensive "pillar page" covering a broad topic, then build multiple "cluster content" pieces that dive deep into specific subtopics—all strategically linked together.
How to Build Topic Clusters
Step 1 Choose Your Core Topics
Start with 3-5 core topics central to your business. Ask: What do we want to rank for? What does our audience need to know? What are we genuinely expert in?
Step 2 Create Pillar Pages
Your pillar page is the comprehensive, authoritative overview. Cover all major subtopics at a high level (3,000-5,000 words), with links out to more detailed cluster content.
Step 3 Build Cluster Content
Each cluster article should focus on one specific subtopic (1,500-2,500 words), link back to the pillar, and provide substantial depth on its topic.
Step 4 Create Your Internal Linking Strategy
Pillar links to all clusters. Clusters link back to pillar. Clusters link to related clusters. Use descriptive anchor text, not "click here."
Common Topic Clustering Mistakes
❌ Making Pillar Pages Too Broad
We once tried to make "Digital Marketing" a pillar page. That's not a pillar—that's an entire library.
âś“ Narrow your pillars. "Content Marketing Strategy" is pillar-sized. "Marketing" is not.
❌ Forgetting to Actually Link Things
Ken spent two weeks creating brilliant cluster content and forgot to link it to the pillar page. For three months, it just sat there, orphaned and sad.
âś“ Internal linking isn't optional. It's literally what makes a cluster a cluster.
❌ Creating Weak Cluster Content
Thin 500-word cluster articles that barely scratch the surface don't add value.
âś“ Every cluster article should be substantial enough to rank on its own.
Key Takeaways
- Pick 3-5 core topics and commit to at least 1 pillar page plus 7-9 cluster articles for each
- Write one comprehensive pillar page per topic, then create deep-dive cluster posts
- Link every cluster post back to its pillar and link the pillar out to all clusters
- Retrofit old content into clusters by grouping related posts and adding internal links
- Review clusters regularly, updating stats and adding new subtopics