How to Build a Content Cluster from One Pillar Topic

A content cluster is a set of related pieces of content organized around one central topic. It is the most effective structure for establishing AI authority in your field.

?Why it matters

AI systems evaluate authority at the topic level, not the individual page level. A business with 10 videos and 10 blog posts all covering different aspects of HVAC maintenance has significantly more authority on that topic than a business with 20 random pieces of content. A content cluster — a pillar topic supported by multiple related pieces — is how you build that topical authority.

✓What you'll need

  • •A primary topic (your core service or expertise area)
  • •A list of 8–12 related subtopics within that area
  • •A content publishing schedule

Step-by-step walkthrough

1

Choose your pillar topic

Select the one topic most central to your business. For an HVAC contractor: "HVAC maintenance". For a financial planner: "retirement planning for small business owners". This becomes the hub of your content cluster.

2

Identify 8–12 subtopics

Brainstorm every subtopic within your pillar. For HVAC maintenance: filter replacement, coil cleaning, seasonal tune-ups, emergency repairs, thermostat upgrades, heat pump vs. furnace, duct cleaning, air quality. Each subtopic becomes one piece of content.

3

Create a pillar page

Write a comprehensive "ultimate guide" page (1,500–3,000 words) covering all aspects of your pillar topic. This page links to every subtopic piece. Title it: "The Complete Guide to [Pillar Topic] for [Location] [Audience]."

4

Create subtopic content

Create one video or blog post for each subtopic. Each piece should go deep on one aspect of the pillar. Each piece links back to the pillar page and to 2–3 related subtopic pieces.

5

Interlink all pieces

Every subtopic piece must link to: the pillar page, at least 2 other subtopic pieces, and your main service page. This internal linking structure tells AI systems that you have comprehensive coverage of the topic.

6

Publish on a schedule

Publish one subtopic piece per week. Consistency builds AI authority faster than bursts followed by silence. Set a sustainable cadence and maintain it.

★Pro tips

  • TIP:Your pillar page should be updated whenever you add a new subtopic piece — this keeps the hub fresh and signals active maintenance of the cluster.
  • TIP:Start with the subtopics your customers ask about most often — these are the questions AI systems are already fielding about your industry.
  • TIP:A YouTube playlist is the video equivalent of a content cluster — create one playlist per pillar topic and add every related video to it.

!Common mistakes

  • ✕Creating a pillar page and no subtopic content — a pillar page without supporting content is just a long page, not a cluster.
  • ✕Failing to interlink the pieces — the internal links are what signal the cluster structure to AI systems.

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