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Topic Clusters

FigureHub & Spoke Model

What are Topic Clusters?

Topic clusters are an SEO content strategy that organizes your website around major themes rather than isolated keywords. Search engines have evolved to favor topical authority — they want to see that your site comprehensively covers a subject, not just ranks for random keywords.

The strategy consists of three components:

  1. Pillar Content — A comprehensive guide on a broad topic
  2. Cluster Content — Specific articles covering subtopics in depth
  3. Strategic Internal Links — Hyperlinks connecting everything together

The Hub and Spoke Model

Think of topic clusters like a wheel:

The Hub (Pillar Page)

A broad, comprehensive guide targeting a high-volume, competitive keyword.

Example: "The Complete Guide to Weight Loss"

Pillar content typically:

  • Covers the topic at a high level
  • Targets competitive head terms
  • Is longer-form (2,000-5,000+ words)
  • Serves as an entry point to deeper content
  • Gets updated regularly

The Spokes (Cluster Pages)

Specific articles addressing subtopics in depth.

Examples for weight loss:

  • "Keto Diet for Beginners"
  • "Best Cardio Exercises for Fat Loss"
  • "How to Calculate Your Calorie Deficit"
  • "Meal Prep Ideas for Weight Loss"
  • "Understanding Your Metabolism"

Cluster content typically:

  • Targets long-tail keywords
  • Goes deep on specific aspects
  • Links back to the pillar
  • Can link to related clusters

The Links (The Secret Sauce)

The linking structure is what makes topic clusters work:

  • The pillar links to every cluster
  • Every cluster links back to the pillar
  • Clusters link to each other where relevant

This creates a web of related content that signals topical expertise to search engines.

Why Topic Clusters Work

1. Topical Authority

Google wants to rank sites that demonstrate comprehensive expertise. A site with a pillar page and 15 supporting cluster articles shows more authority than a site with one article on the topic.

2. Better Site Structure

Topic clusters create logical organization. Users can easily find related content, and search engine crawlers can understand your site architecture.

3. Link Equity Distribution

When any page in the cluster earns backlinks, that authority flows through internal links to the entire cluster. The pillar page, as the central hub, benefits most.

4. Keyword Coverage

One pillar page cannot rank for every related search. Cluster pages capture long-tail traffic that the pillar cannot, while collectively supporting the main term.

5. Reduced Cannibalization

By intentionally organizing content around topics, you avoid having multiple pages competing for the same keywords.

How to Build a Topic Cluster

Step 1: Identify Your Core Topics

What are the 3-7 major themes your business should own? These become your pillar topics.

For a fitness site, cores topics might be:

  • Weight Loss
  • Muscle Building
  • Nutrition
  • Cardio Training
  • Flexibility and Mobility

Step 2: Keyword Research for Each Topic

For each pillar topic, research:

  • The main head term (pillar target)
  • All related subtopics and questions (cluster targets)
  • Long-tail variations

Map every keyword to either the pillar or a specific cluster page.

Step 3: Audit Existing Content

You may already have content that fits into clusters. Audit what you have:

  • Which pieces can become or support pillars?
  • Which pieces should be cluster content?
  • What gaps need new content?

Step 4: Create the Pillar

Write or update your comprehensive pillar page. Ensure it:

  • Covers the topic broadly
  • Links to cluster content (even if it does not exist yet — you can add links later)
  • Is structured with clear headings
  • Provides genuine value as a standalone resource

Step 5: Create Cluster Content

Systematically create cluster pages, ensuring each:

  • Goes deep on its specific subtopic
  • Links back to the pillar
  • Links to related clusters where relevant
  • Targets its own long-tail keywords

Step 6: Maintain and Expand

Topic clusters are not set-and-forget:

  • Add new cluster content as topics evolve
  • Update the pillar to link to new clusters
  • Refresh outdated information
  • Consolidate underperforming clusters

Common Topic Cluster Mistakes

  1. Weak internal linking — The power is in the links. Every cluster must link to the pillar.
  2. Pillar too narrow — If your pillar is too specific, you will run out of cluster topics.
  3. Clusters too thin — Each cluster should be substantial, not a 300-word paragraph.
  4. Ignoring search intent — Ensure each page matches what searchers want.
  5. Creating too many clusters — Start with 5-10 clusters per pillar, then expand based on performance.

Measuring Topic Cluster Success

Track these metrics for your clusters:

  • Organic traffic to the pillar and clusters
  • Rankings for target keywords
  • Internal link click-through rates
  • Time on site and pages per session
  • Conversions attributed to cluster content

Over time, a well-built topic cluster should see the pillar rise for competitive terms while clusters capture long-tail traffic.