Topic Cluster

A topic clusterA topic cluster is a group of thematically related pages in which a central pillar page and supporting detail pages link to each other. This creates a clear topical structure.Open glossary entry → bundles several pages on one subject and connects them through internal linksInternal linking refers to links that connect pages within the same website. They control how search engines and users find and thematically classify content.Open glossary entry → into a recognizable unit. It typically consists of the following building blocks:

• a pillar pageA pillar page is the central overview page of a topic cluster. It covers a subject broadly and links to in-depth detail pages, which in turn link back to it.Open glossary entry → as the central overview article,
• supporting detail pages (spokes),
• mutual linking between pillar and details,
• clear, descriptive anchor textAnchor text is the clickable, visible text of a link. It gives users and search engines clues about what the linked target page is about.Open glossary entry →,
• a logical URL structure.

The pillar page links to the detail articles, and the detail articles link back to the pillar page as well as to each other where it makes sense for users. Without such a cluster structure, guide articles often exist in isolation and have less impact. Topic clusters make topical relationships visible, connect entitiesAn entity is a uniquely identifiable thing or concept, such as an organisation, person, brand, product, place or technical term. Search engines and AI systems process information as entities and their relationships.Open glossary entry → and offer search engines and AI systems stable, comprehensible paths through a subject.