Pillar Pages and Topic Clusters
A pillar page is a comprehensive guide to a broad topic you want to be known for. Around it sit cluster articles that each cover one narrow part in detail, all linking back to the pillar and to one another where relevant.
This structure helps readers find everything in one place and signals to search engines that you have genuine depth on the subject, which tends to lift the whole group in rankings rather than just one page.
Why the Structure Works
Internal links between the pillar and its clusters spread authority and make it obvious how your content fits together, for both people and search engines.
- Readers move easily from overview to detail.
- Search engines understand your area of expertise.
- New articles have an obvious home and link target.
- Gaps in your coverage become easy to spot.
Building One
Start with the pillar as your anchor, then plan the clusters that hang from it before writing anything.
- Choose a topic broad enough to support many articles.
- Write the pillar as a clear, linkable overview.
- Plan cluster articles for each sub-question.
- Link every cluster to the pillar and back.
Frequently Asked Questions
How long should a pillar page be?
Long enough to cover the topic genuinely — often 1,500 words or more — but never padded for the sake of length.
How many clusters does a pillar need?
There is no fixed number. Cover the real sub-questions your audience asks and add more as new ones emerge.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.