Topic Cluster Design

A topic cluster is a group of related pages organized around a central hub page. The hub page covers a topic comprehensively. Spoke pages cover specific subtopics in depth. Every page in the cluster links to every other relevant page. This structure signals to Google that your site has topical authority — deep expertise on a subject — which improves rankings for the entire cluster.

Topic clusters replaced the old approach of targeting individual keywords with individual pages. Instead of 20 disconnected blog posts about "lead scoring," you build one hub and 10 connected spokes that collectively dominate the topic.

Topic Cluster Architecture