Topic clusters for a small site: plan posts in groups
Groups of linked posts on one subject show Google what your site covers in depth. How to plan a topic cluster, link it, and choose which cluster to write first.
A blog written one idea at a time ends up covering twenty subjects shallowly. A blog planned in clusters covers four subjects thoroughly, and that depth is what signals to search engines, and to readers, that the site knows its subject.
The shape
Main guide: How to make cold brew at home
├── Cold brew ratio for a jar
├── How long to steep cold brew
├── Best grind for cold brew
├── Cold brew without a filter
└── How long cold brew keeps in the fridgeEach supporting post answers one specific search. The main guide covers the subject broadly and links to each. Each supporting post links back to the guide and to its neighbours where the reader's next question is.
Planning one
- Pick a subject your product is closely tied to.
- List the questions people ask about it. See keyword research for a new site.
- Give each question its own post with one main search.
- Decide which post is the main guide.
Which cluster first
The one nearest to what you sell. A cluster about your product's core problem brings readers who might buy; a cluster about something adjacent brings readers who will not. On this blog, the clusters follow the skills: app icons, analytics setup, design systems.
Linking it
Links inside a cluster are the easiest internal links to justify, because each post really does answer the reader's next question. The wider system is in internal linking for a blog.
SEO Blog Writer plans posts in clusters and links every new post into its group, so each week's post strengthens a subject rather than starting a new one.
Questions
What is a topic cluster?
A group of posts about one subject: a main guide covering it broadly, and several posts each answering a specific question within it, all linked to each other.
How many posts are in a cluster?
Enough to cover the subject's main questions. For a small site, a main guide and four to eight supporting posts is a practical size.
Do I need a pillar page first?
Not necessarily. The specific posts are often easier to rank and can come first. The main guide can follow once there is enough to link together.