What is a topic cluster?
A topic cluster is a group of content built around one central theme. The pillar page covers the theme broadly; spoke pages go deep on subtopics. All spokes link to the pillar; the pillar links out to every spoke. Related spokes link to each other where context overlaps.
This mirrors how people learn: overview first, then specifics. It also mirrors how crawlers discover relationships - clear internal links signal that these URLs belong to one subject.
Pillar vs. spoke - roles defined
| Element | Role | Typical length |
|---|---|---|
| Pillar | Definitive overview, navigation hub, highest link equity target | 2,500 - 4,500 words |
| Spoke | Single intent answered thoroughly | 1,200 - 2,500 words |
Pillars should not try to rank for every long-tail variant - spokes do that. The pillar ranks for the head term and branded navigational queries ("prelinko topical authority").
Designing a cluster in four workshops
Workshop 1 - Seed and expand
From 5 - 10 seed keywords, pull questions from Search Console, forums, sales calls, and AI chat logs. Group by intent: learn, compare, implement, troubleshoot.
Workshop 2 - Assign pillar
Pick the broadest term with commercial or editorial fit. If two terms compete, choose the one your audience uses in conversation - not just highest volume.
Workshop 3 - Map spokes
Every spoke must answer one primary query. If a spoke needs two H1-level intents, split it. Name slugs for clarity: internal-linking-strategy, not seo-tips-part-3.
Workshop 4 - Wire links
Draw the graph on paper: pillar at center, spokes around it, cross-links only where a reader would naturally jump. Implement with a standard "In this series" block (see any guide on this site).
URL and taxonomy choices
Prelinko uses category hubs (/seo, /technical-seo) plus article slugs. Pillars can live in the parent category; spokes in subcategories when the taxonomy helps users. Consistency matters more than perfect taxonomy.
Internal linking rules inside a cluster
- Pillar links to all spokes in a curated list (not auto-generated tag soup)
- Each spoke links to pillar in the first third of the article
- Use partial-match anchors: "topic cluster model" not "click here"
- Add breadcrumb schema and breadcrumb UI - already on this site
- When publishing a new spoke, update the pillar's link list the same day
When to start a new cluster vs. extend an existing one
Extend when the new topic shares 60%+ audience and vocabulary with the current pillar. Start a new cluster when the intent, buyer stage, or vocabulary diverges - forcing unrelated spokes onto one pillar dilutes relevance.
Measuring cluster health
- Pillar organic traffic trend (8-week rolling)
- Percentage of spokes with at least one internal link from pillar
- Average position improvement on spoke keywords after pillar goes live
- Crawl frequency on cluster URLs (Search Console crawl stats)
Related guides
Build authority with topical authority, execute links via internal linking strategy, and brief writers using our SEO content brief template.