Creating a well organised website that ranks well on search engines can be difficult. The pillar cluster content model is an effective way to structure your content for both users and search engines. We will explain the step-by-step process of building a pillar cluster structure and why it’s beneficial.
What is the Pillar Cluster Model?
The pillar cluster model organises your content into a central pillar page that covers a broad topic comprehensively. Surrounding this are cluster pages, each of which focuses on a specific subtopic. The cluster pages are linked back to the pillar page, creating a connected structure that is easy for search engines to crawl.
Example
If your website is about running, your pillar page could be “Complete Guide to Running”. Cluster pages might cover topics like “Strength Training for Runners”, “Stretching for Runners”, or “Diet for Runners”.
Your website is not limited to just one pillar page. Continuing with the running theme, the website could have a detailed pillar page just about running shoes and many different cluster pages such as “neutral shoes”, “trail shoes”, and “carbon plated shoes”.
Why Should You Use the Pillar Cluster Model?
There are several benefits to organising your content this way:
- Improved SEO Rankings: Search engines understand the relationship between pages better, increasing the chances that they’ll rank both your pillar and cluster pages.
- Enhanced User Experience: Visitors can easily find comprehensive information on a topic, improving engagement and reducing bounce rates.
- Content Authority: By deeply covering a subject, you establish yourself as an expert, increasing your credibility and relevance in your industry.
Google values content that is authoritative and easy to navigate. The pillar cluster model delivers just that.
How to Build a Pillar Cluster Structure
Select Your Core Topic
Choose a core topic that you want your website to focus on. This should be broad enough to create clusters around, but still targeted to your niche. For example, “Music Production” works well as a pillar topic because it can break down into many subtopics like sound design, mixing and mastering, and music production software.
Conduct Keyword Research
Use SEO tools like Google Keyword Planner, Ahrefs, or SEMrush to identify high volume keywords. Focus on one primary keyword for your pillar page and related keywords for your cluster pages.
Create Your Pillar Page
Write a comprehensive, long-form article (3,000+ words) on the core topic. Make sure it includes detailed information and offers a broad overview. Use headings, bullet points, and visuals to make it user-friendly.
Example
A pillar page titled “Guide to Music Production” might have the following sections:
- Overview of Music Production
- Recording Techniques
- Sound Design
- Music Production Software
- Home Studio Setup
- Mixing and Mastering
Each section would briefly touch on these subtopics, leaving room for more detailed discussion in the cluster pages.
Develop Cluster Content
Each subtopic covered in the pillar page should be expanded into its own cluster page. These are shorter (500-1,500 words) articles that provide deep insights into the specific subtopic.
Example Cluster Pages
For the “Music Production” pillar, cluster pages could include:
- “Recording Like a Pro”
- “Music Theory for Producers”
- “Mixing and Mastering Essentials”
Each cluster page should link back to the pillar page.
Internal Linking
Ensure that all cluster pages link back to the pillar page, and the pillar page links out to all relevant clusters. This creates a strong internal linking structure that search engines love.
Monitor and Update Regularly
As new information becomes available or trends change, update your pillar and cluster pages to stay relevant. This keeps your content fresh and signals to search engines that your site is actively maintained.
Things to Avoid
- Choosing Topics That Are Too Broad: A pillar page should cover a single, broad topic but still be focused. Topics that are too vague (like just “Music”) may be difficult to cover thoroughly and create clusters around.
- Not Linking Cluster Pages Properly: If cluster pages don’t link back to the pillar, you miss out on the SEO benefits of internal linking. Make sure every cluster page has at least one link to the pillar.
- Shallow Content: Don’t skip important information. Both the pillar and cluster pages should offer real value to readers. If content is too brief or shallow, it won’t be engaging enough and won’t rank well.
Advanced Tips for Optimising the Pillar Cluster Model
- Use Visuals: Pillar pages should include diagrams, infographics, or if possible, videos to make the content engaging and easier to digest.
- Incorporate CTAs (Calls to Action): Each pillar and cluster page could also include a call to action. For example, you could ask readers to subscribe to a newsletter or download a guide related to the pillar topic. Growing a subscriber will get you repeat traffic and make your site more valuable and authoritative in the long run.
- Track Performance: Use tools like Google Analytics to track how well your pillar and cluster pages are performing. Monitor metrics like bounce rate and time on page to see what works well and what doesn’t.
Conclusion
The pillar cluster content model is a necessary strategy for any website looking to improve SEO and deliver a better user experience. By organising your content into central pillar pages and surrounding them with detailed cluster pages, you create a well-structured and easy to navigate site.