Cluster
Content and brand
Content and brand
A cluster is a group of pages on one theme, with a main page explaining the topic broadly and separate pages each covering one sub-question in depth.
The main page answers the broad question and links to the supporting pages; those link back and to each other. That way visitors, search engines and AI assistants all understand how the topic hangs together.
In practice: one page per query, never two pages answering the same thing, and internal links whose text tells you what you will find there.
In practice
Ten thin pages around the same keyword. They compete with each other; merge them into one page that finishes the question properly.
Related terms
- Internal linksInternal links are links between pages on your own site. They move visitors along and show search engines which pages matter and what they cover.
- Search intentSearch intent is what someone actually wants from a query: to learn something, compare options, navigate somewhere or buy.
- Content marketingContent marketing means attracting visitors and customers with material that genuinely helps them, rather than a direct sales message.
- Content calendarA content calendar plans what you publish, when, for whom and with what purpose.