Overview
Organise content into pillar-and-cluster structures that build topical authority and complete coverage.
Business problem
Content is a flat pile of posts with no pillar structure, so topical authority never accumulates.
Decision supported
Whether to build a pillar page and how to structure its cluster.
Inputs & outputs
Inputs
- Topic map
- Query demand
- Existing content
- Money-page targets
Outputs
- Pillar-and-cluster plan
- Internal link map for the cluster
Step-by-step process
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1
Choose the pillar
Pick a topic broad enough for a cluster and tied to business value.
-
2
Enumerate spokes
List the sub-topic pages a complete cluster needs.
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3
Interlink
Link spokes to the pillar and to each other deliberately.
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4
Route to money
Point the cluster's authority at the relevant money page.
Maturity model
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L1
Flat
Unstructured posts.
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L2
Pillared
Pillar pages exist.
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L3
Clustered
Pillars have complete, interlinked clusters.
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L4
Compounding
Clusters expand and route authority by design.
KPIs
- Cluster completeness
- Topical authority signals
- Money-page authority received
Common mistakes
- Pillars with no spokes
- Spokes that never link to each other
- Clusters detached from money pages
SearchScore insight
Recommended next steps
Where this fits - and what's next
The SearchScore path from a problem you feel to visibility you can measure.