What is a topic cluster… and other key terms
Posted: Thu Mar 27, 2025 5:23 am
In this new SEO trend, closely related to inbound marketing , keywords are giving way to topics , which serve a broader and more generic function. To understand what a topic cluster is , we'll use three other concepts: pillar page, core topic , and subtopics .
In short, a topic cluster is a way of structuring all the content on a website related to a main or generic topic ( core topic ) , to concentrate the SEO strength of that term on a specific page ( pillar page ) and improve its positioning in search engines.
If the Solar System were a topic cluster , the Sun would chinese singapore phone number list be the pillar page , which is the web page with which we want to position the generic topic we've chosen. This pillar page should cover the core topic exhaustively and in great depth. The different planets orbit around it, which would be the secondary topics or subtopics (posts, videos, etc.). These secondary topics are shorter and should make sense on their own, but they should also be related to the main topic, serving as support for the pillar page through an effective internal linking structure.
The main topic ( core topic ) around which the topic cluster is organized must be a generic term, consisting of two or three words, with a high number of searches and of strategic interest to the brand . Secondary topics , on the other hand, must be much more specific ( long tail ), with fewer searches and less competition. The idea is to position a large number of keywords associated with that main topic, an idea that fits with the semantic searches we discussed at the beginning of this post.
In short, a topic cluster is a way of structuring all the content on a website related to a main or generic topic ( core topic ) , to concentrate the SEO strength of that term on a specific page ( pillar page ) and improve its positioning in search engines.
If the Solar System were a topic cluster , the Sun would chinese singapore phone number list be the pillar page , which is the web page with which we want to position the generic topic we've chosen. This pillar page should cover the core topic exhaustively and in great depth. The different planets orbit around it, which would be the secondary topics or subtopics (posts, videos, etc.). These secondary topics are shorter and should make sense on their own, but they should also be related to the main topic, serving as support for the pillar page through an effective internal linking structure.
The main topic ( core topic ) around which the topic cluster is organized must be a generic term, consisting of two or three words, with a high number of searches and of strategic interest to the brand . Secondary topics , on the other hand, must be much more specific ( long tail ), with fewer searches and less competition. The idea is to position a large number of keywords associated with that main topic, an idea that fits with the semantic searches we discussed at the beginning of this post.