Glossary · SEO & AI searchTOFU
Topic cluster
The short answer
A topic cluster is a group of pages organised around one central topic: a broad pillar page (the hub) links to more specific supporting pages (the spokes), and each spoke links back to the hub and to closely related siblings.
The structure helps readers navigate, helps search engines understand how pages relate, and concentrates authority on the pages that matter most.
Example
- Pillar: Meta Ads
- Spokes: Advantage+ campaigns, lead ads, catalogue ads, click-to-WhatsApp ads, Instagram ads
- Glossary support: CPM, hook rate, Conversions API
This site is built exactly this way: every service pillar links to its sub-services, and every sub-service links back.
In practice
Before creating a new page, check whether it belongs inside an existing cluster and whether it targets a genuinely different query from its siblings. If two pages would compete for the same search, merge them — a cluster works because each spoke has its own job.
Topic cluster structure
| Page type | Example (Meta Ads cluster) |
|---|---|
| Pillar | Meta Ads guide |
| Cluster | Meta lead ads, catalogue ads, Advantage+, click-to-WhatsApp |
| Supporting definitions | CPM, hook rate, creative fatigue |
| Commercial pages | Meta Ads management service |
Pages link to the pillar and to each other where relevant. See internal linking.
Topic clusters in practice
A pillar guide on "performance marketing" links to detailed pages on ROAS, CAC, Meta ads and Google Ads, which link back to the pillar — signalling depth on the topic.
Common mistakes
- Clusters without a strong pillar page
- Missing internal links
- Overlapping articles competing with each other
Frequently asked questions
How many pages should a cluster have?
As many as there are genuinely distinct subtopics worth a page — no more.
Do topic clusters still work with AI search?
Yes. Clear structure and depth across a topic support both rankings and AI citation.
Do clusters still matter with AI search?
Yes — depth and clear relationships help systems understand and trust your expertise.
Do topic clusters help AI search?
Comprehensive, well-linked coverage helps both search engines and AI systems understand your expertise.
How many articles make a cluster?
Enough to cover the topic's main questions — often between five and twenty.
Related terms
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