An SEO content structure where pillar pages link to multiple cluster posts to strengthen topical authority.
Have you ever felt like your website’s content is all over the place, like a bunch of scattered pieces that do not connect? What if you could organize it in a way that makes both users and Google happy? For 15 years, I have used a powerful content strategy called the Pillar-Cluster Model to create order and authority. I am going to explain what is the Pillar-Cluster Model? and show you how to use it to get serious SEO results. Let’s build a rock-solid foundation for your website!
What is the Pillar-Cluster Model?
So, what is the Pillar-Cluster Model? It is a content strategy where I organize a website’s content around a main “pillar” page and a group of “cluster” pages. The pillar page is a long, in-depth guide on a broad topic. The cluster pages are shorter articles that go into more detail on specific subtopics, and they all link back to the pillar page. This creates a web of related content that is easy for both users and search engines to understand.
Think of it like a wheel. The pillar page is the hub in the middle, and the cluster pages are the spokes. All the spokes connect back to the hub. When I use this model, I tell Google that my website is a true authority on a topic. It helps me rank for a lot of different keywords at once and brings in a lot of targeted traffic.
How to Build a Pillar-Cluster Model
Building a Pillar-Cluster Model starts with a big idea. I first choose a broad, high-level topic that is central to my business. This will be my pillar page. Then, I brainstorm 5-10 smaller topics that are related to the big topic. These will be my cluster pages.
Once I have my topics, I write the pillar page first. It needs to be a very helpful, complete guide, and I make sure it links out to each of the cluster pages. Then I write the cluster pages, and each one of them links back to the pillar page. This creates a strong internal linking structure that shows Google how all my content is connected.
Pillar-Cluster Model on Different CMS Platforms
The Pillar-Cluster Model is about content strategy, not technology. I can use this model on any CMS, but some make it easier than others. I use the tools on each platform to make sure my content is structured correctly.
WordPress
On WordPress, I use my categories and tags to help me. I can make a main category for my pillar page and a sub-category for each of my cluster pages. I also use a good SEO plugin to make sure all my internal links are working. WordPress’s flexibility makes it a great platform for this kind of work.
Shopify
For a Shopify store, I use the blog feature to create my pillar and cluster pages. My pillar page might be a long guide about “how to care for leather shoes,” and my cluster pages could be about “how to waterproof your boots” or “the best shoe polish brands.” This helps me get traffic from people who are doing research, which can lead to more sales.
Wix
Wix makes it easy to create blog posts that I can link to each other. I just need to make sure my internal links are set up correctly. I use clear headings and a table of contents on my pillar page to make it easy to read. This helps people find what they need and stay on my site longer, which is a good signal to Google.
Webflow
With Webflow, I can use the CMS to create a custom template for my pillar and cluster pages. I can design the pages to look great and be easy to read. I can also add a special “related articles” section on my cluster pages that links back to the pillar. This makes the whole process very clean and organized, which is perfect for SEO.
Custom CMS
With a custom CMS, I have the most control over everything. I can work with a developer to build a system that is perfectly designed for the Pillar-Cluster Model. We can create a special content type for a “pillar” and a “cluster.” This allows me to easily manage my content and makes sure the internal linking is always perfect.
Pillar-Cluster Model in Various Industries
The Pillar-Cluster Model works for any industry. I just need to find a broad topic and break it down into smaller, related topics that my customers care about.
Ecommerce
For an ecommerce store, I use a pillar page to create a guide to my products. For a coffee store, my pillar page might be “The Ultimate Guide to Coffee Beans.” My cluster pages could be about “different types of roasts” or “how to grind coffee beans.” This helps me attract new customers who are just learning about coffee.
Local Businesses
For a local business, my pillar page could be a guide to my services. For a dentist, my pillar page might be “A Complete Guide to Dental Health.” My cluster pages could be about “how to brush your teeth correctly” or “what to do for a toothache.” This helps me get found for many different searches and shows that I am a local expert.
SaaS (Software as a Service)
For a SaaS company, my pillar page could be a guide to a problem my software solves. My pillar page might be “The Complete Guide to Project Management.” My cluster pages could be about “how to create a project timeline” or “best tools for team collaboration.” This helps me attract new users who are looking for a solution to their problem.
Blogs
On a blog, the Pillar-Cluster Model is a great way to create a lot of content and organize it well. I can create a pillar page about “how to start a blog” and then create cluster pages about “how to choose a domain name” or “how to write a great headline.” This helps me get found for many different searches and shows that my blog is a true authority.
FAQ
What is the Pillar-Cluster Model?
The Pillar-Cluster Model is a content strategy where you create a long, central “pillar” page on a broad topic and then link to it from a group of shorter, related “cluster” pages. It helps organize content and show search engines that your website is an authority on a topic.
How is it different from a regular blog?
A regular blog often has many unrelated posts. The Pillar-Cluster Model is a more organized way to create content. It creates a clear relationship between all your articles, which helps with internal linking and SEO. It is about quality and organization, not just quantity.
Does this model help with SEO?
Yes, it is great for SEO. It creates a strong internal linking structure that helps search engines crawl and understand your site. It also helps you rank for many different keywords at once and shows that you are a trusted expert in your field.
How long should a pillar page be?
A pillar page should be a very long, in-depth guide, usually over 2,000 words. It should be a complete resource for a broad topic. The goal is to answer every question a person might have about that topic and then link to more detailed articles.
