Decision Content Optimisation

Should I create a pillar page?

When a topic warrants a pillar-and-cluster structure.

ID
SS-DE-016
Confidence
Established · 79
Evidence
Established
Updated
2026-07-08

The question

When a topic warrants a pillar-and-cluster structure.

You are deciding whether to invest in a pillar page for a topic.

Why it matters

Pillar pages are powerful but only when backed by a real cluster and tied to business value.

How to decide

IfThe topic is broad, valuable and you can build a full cluster
ThenYes - build the pillar and its spokes together.
IfYou cannot resource the supporting cluster
ThenNo - a pillar with no spokes under-performs.
IfA pillar already exists but lacks spokes
ThenComplete the cluster before adding new pillars.

Default answer

Recommended next steps

    Apply the method Knowledge Coverage Model Framework See the wider capability Content Opportunity Prioritisation Capability Follow the step-by-step How to build a topic cluster that earns topical authority Guide