What are Topic Clusters and Why are the Future of SEO?

Topic Clusters, the strategy of the future in SEO, are nothing more than the organization of content in specific groups that revolve around a main topic, all in an interconnected way.

Before understanding better how this structure works, it is crucial to understand where the proposition of topic clusters emerged as an important structure in SEO strategies and how these observations can be valid to achieve better positions in search engines.

Why do Topic Clusters emerge as a promising future for SEO?

The way people look for information is changing.

Although it has never been crafted, the way this information was provided by Google a few years ago required that the searches be very specific and the results varied according to typed words.

Today, however, changes in search engines – and even the way we relate to the Internet – make the search results more driven by the user’s search intent.

How do Topic Clusters work?

Topic Clusters are an organized structure. Let’s understand how it is performed at LinkHelpers Phoenix SEO Company. It is performed in a planned way so that you can understand what is being done, have an overview of the strategy and, of course, measure the results.

In a simplified way, a Topic Cluster has three main elements:

  • Post Pillar
  • Clusters
  • Internal Links

Post pillar

The post pillar is the center of that group of contents. As the name implies, it functions as the basic support structure for that group to function.

But how to define what will be the post pillar of a group of contents? The general rule is that the pillar content should comprehensively cover a treated topic.

In practice, this means that the post pillar will be done around a keyword that generally refers to a wider subject.


Having defined its pillar, it is time to think about the contents around it, i.e. the group of contents that will work together to turn your pillar into a page relevant to the search engine and thus appear among the first results of the SERP.

While the pillars address broader issues, clusters can (and often must) be more specific.

But again, it is important to be careful. Do not think that this means exactly that they are contents to middle or bottom of funnel, although there is this tendency.

In defining their clusters, it is essential that they be addressed in a precise and specific way, without exploring other issues, such as the pillar.

Internal Linking

Getting backlinks is one of the great goals of a good SEO strategy; after all, they are one of the most important ranking factors for Google.

However, many professionals forget that internal linking also plays an important role in the success of the strategy.