What Are Topic Clusters And How Can They Boost Your Traffic?

What Are Topic Clusters And How Can They Boost Your Traffic?

This article is a part of our encyclopedia, and is editable by you. Edit ➜

What Is A Topic Cluster?

A topic cluster is a collection of interlinked articles or pages covering a defined umbrella topic. The ultimate goal for topic clustering is greater visibility for search engines to identify your content.

According to HubSpot, Google has changed its algorithm to favor topic-based content.

The move makes pillar pages a requirement for content marketers who want to maintain a high SERP ranking.


Lead Generation
Cost Details
~$100 to write the content for a five-page website (including the homepage).

Topic Clustering Key Takeaways

  • Topic clusters provide contextual support for other pages within the group.
  • Content clustering focuses on creating a strong internal linking framework to help the users find your content
  • Through topic clustering, you can cover broader subjects and dominate keyword categories in organic search.
  • If done effectively, topic clustering could help establish your brand as an expert in your industry.
  • Topic clustering aids site management. This means visitors, will have a much easier time navigating through your website.
  • As your website appears more modern and professional, you gain web traffic and SERP ranking improves

Understanding How Topic Clustering Works

The topic clustering model is built on a hub and spoke framework. The three essential components are:

  • A broadly focused pillar page
  • multiple in-depth cluster pages
  • strategically placed internal links

Let us say you are a digital marketing agency, and you want to specialize in social media marketing.

You can decide to build a pillar page focusing on the keyword “YouTube Marketing”.

Under the umbrella, you could introduce multiple in-depth cluster pages around keywords like:

  • How to create a YouTube channel
  • Optimize your videos to get views heading
  • Optimize your channel to attract followers
  • Upload and schedule your videos
  • Research competition.
  • Audience Research


Each of these topic clusters link to the pillar content.

Therefore, the pillar content lays the foundation for how you present your website to users and search engines. The supporting clusters show users and the search engine that you know the subject.

If visitors are interested in exploring the topic, they click respective links and land on the topic clusters.

Ultimately, topic clustering helps you to gain search traffic when searchers use highly focused keywords or phrases with smaller search volumes.

Examples of Successful Websites Based On Topic Clustering Model

Interested in seeing this in the real world? Here are some topic cluster examples and ideas for you:

1. How HubSpot Used Topic Clustering Model To Transform Their Blog

HubSpot is arguably the top dog of the topic clustering model.

This is illustrated in the blog Ultimate Guide to the Best Productivity Apps.


The blog starts with an image, which is an important aspect of connecting to the audience, and keep them on the page. Further down, the blog features a handy table of contents that links to each of the cluster pages.


The approach helps to hook the audience to the website, as they click the interlinked pages to gain more knowledge on the topic. Ultimately, the reader gets the feeling that Hubspot is really the topic master.

2. How Mailshake Attains Top SERP Ranking Through Topic Clustering

Mailshake, an email outreach tool focusing on cold emailing, employs the topic clustering approach to ensure proper site management and provide an easy website navigation experience.


In this post, readers have up to 8 internal links to the topic clusters. This proves that the page is built based on the topic clustering model.


Each of the links on the pillar page leads the website visitors to a particular cluster page, related to the topic at hand. The topic clustering approach has helped the website to rank high on Google’s search results.

How To Get Started With topic clustering

  • Decide on the core topic based on what fits into your business
  • Perform keyword research on your core topic
  • Outline pillar and topic cluster structure for the core topic
  • Produce high-quality content making sure you meet the expectations of your target audience
  • Publish your content and add internal links to the supporting topic clusters
  • Measure topic cluster results and use the data to improve your ranks and content quality

The topic clustering model is helpful to businesses that want to use content marketing to gain customers. HubSpot CMS Hub can help you to come up with a content strategy:


Marketing, sales and CRM products.

Businesses using Hubspot:

235 successful businesses are using Hubspot ➜

Get Hubspot ➜

Alternatively, you can hire a content expert on Upwork for assistance with topic clustering:


The largest freelancing website, where businesses connect with talented freelancers.

Businesses using Upwork:

228 successful businesses are using Upwork ➜

Get Upwork ➜


Contributors to this article:

  • Pat Walls, Founder @ Starter Story
  • David Gitonga, Writer @ Starter Story
Pat Walls,  Founder of Starter Story

Want to start your own business?

Hey! 👋I'm Pat Walls, the founder of Starter Story.

We interview successful business owners and share the stories behind their business. By sharing these stories, we want to help you get started.

Interested in starting your own business? Join Starter Story Premium to get the greatest companion to starting and growing your business:

  • Connect + get advice from successful entrepreneurs
  • Step by step guides on how to start and grow
  • Exclusive and early access to the best case studies on the web
  • And much more!

Did you know that brands using Klaviyo average a 95x ROI?

Email, SMS, and more — Klaviyo brings your marketing all together, fueling growth without burning through time and resources.

Deliver more relevant email and text messages — powered by your data. Klaviyo helps you turn one-time buyers into repeat customers with all the power of an enterprise solution and none of the complexity.

Join Brumate, Beardbrand, and the 265,000 other businesses using Klaviyo to grow their online sales.

Try Klaviyo for free right now ➜

Leave a comment
Your email address will not be published.