Topic Cluster Strategy: How to Build Pillar Pages & Content Clusters

Learn a practical topic cluster strategy: choose pillar topics, research clusters, structure internal links, measure SEO impact, and scale across teams.

What is a topic cluster?

A topic cluster is an essential component of effective content marketing. SEO content model that organizes a core subject into one comprehensive pillar page supported by multiple focused cluster pages. It improves topical coverage and internal linking so search engines and readers can navigate depth and breadth efficiently; the pillar summarizes the topic, and clusters answer specific sub-questions. A key consideration is technical alignment: clusters should link to the pillar and to each other, and duplicate or near-duplicate angles should be clearly canonicalized to consolidate signals.

Core components: pillar, clusters, internal linking hub, and canonicalization

• Pillar page: comprehensive, high-level guide that targets a broad topic and links out to subtopics.
• Cluster pages: in-depth articles answering discrete intents, each linking back to the pillar and related clusters.
• Internal linking hub: a logical web of contextual links that surfaces hierarchy and relevance; Google’s link guidelines emphasize crawlable links to help Search understand your structure (Google Search Central).
• Canonicalization: designate one canonical URL for overlapping or duplicate content to consolidate ranking signals and avoid split equity (Google on canonical URLs).

Hub vs. hybrid hub/pillar vs. full pillar page

A hub is a curated index page with brief summaries and strong internal links; use it when you need navigation more than rankings. A hybrid hub/pillar adds substantive overviews and partial intent coverage; use it when the topic is medium complexity or resources are limited. A full pillar page deeply covers the core topic with definitions, frameworks, examples, and links to every cluster; use it for competitive head terms where you need maximum topical authority.

How clusters influence SEO and site architecture

A well-linked cluster improves crawl path efficiency and distributes PageRank across related assets, which Google notes is influenced by internal links and discoverability (Google link best practices). Clear canonical URLs reduce duplicate URL fragmentation so signals consolidate to the intended page, which Google documents as a primary method for consolidating ranking strength (Google canonicalization guidance). Together, clusters create a scalable information architecture where each new cluster page reinforces the pillar and strengthens overall topical relevance, creating a foundation you can expand and measure.

How topic clusters help SEO and build topical authority

Organizing content into a topic cluster strategy clarifies your site architecture and improves crawlability, indexation, and user navigation paths. This approach aligns with Google’s guidance that internal links help discovery and understanding of pages, and it mirrors industry findings tying structured content to higher SERP feature capture. Results typically compound over several weeks as internal link graphs are crawled and re-evaluated; thin, duplicate, or orphaned pages can delay those gains in your content marketing efforts.

Improve crawlability, indexation, and user experience

• Clusters create a hub-and-spoke map where the pillar links to all subtopics and each subtopic links back, making links crawlable and context-rich per Google’s SEO link best practices (Google Search Central documentation).
• Clear internal linking helps search engines find new pages and understand relationships, which supports faster inclusion and better coverage per the overview on how Google Search works (how Google Search works).
• Users benefit from reduced pogo-sticking and lower friction across related tasks, which increases depth per visit and engagement. Those engagement gains often correlate with stronger rankings in competitive spaces.

Win featured snippets and other SERP features

Clusters concentrate intent-matched answers across formats such as definitions, how-tos, and comparisons. That increases eligibility for featured snippets. An analysis of two million results found that 12.29% of queries surface featured snippets, so capturing them shifts visibility beyond the classic organic list (Ahrefs’ featured snippets study). When a snippet appears, CTR for the number one organic result can fall below 20%, changing how clicks distribute across the SERP (Search Engine Land coverage provides valuable insights into effective SEO strategies and topic cluster examples.).

Build topical authority and boost LLM visibility

Topical depth across a cluster strengthens entity coverage and consistency, improving relevance signals for generative engines and large language models. Analyses show that informational, well-structured content is more likely to be summarized by AI Overviews, making comprehensive clusters more visible in synthesized answers and side panels (Ahrefs analysis of AI Overviews). Choose a pillar topic with sufficient search demand and clear subtopic breadth so each supporting article ladders up to a unified, answer-first resource that improves both search and generative visibility.

Choosing the core (pillar) topic and prioritizing clusters

Define your pillar by balancing search demand, business value, conversion potential, competition, and content gaps. Score and stack-rank candidates with a weighted scorecard, then decide where product or transactional pages belong in the cluster. Recheck assumptions with a quick ROI forecast before locking the roadmap to avoid over-investing in low-intent topics.

1. Evaluate and score pillar-topic fit

Start by confirming search demand with robust monthly volume and stable seasonality, because demand determines traffic ceiling. Map business value by aligning queries to your revenue drivers and identifying pages that can capture leads or signups. Weigh competition and content gaps to find topics where you can produce best-in-class content quickly, not just eventually.

2. Build a weighted scorecard to prioritize

• Traffic potential (30%): estimated clicks from ranking, adjusted for SERP features.
• Intent fit (25%): proportion of queries with problem/solution or buy intent.
• Commercial value (25%): expected revenue per visit or assisted conversions.
• Effort (20%): content depth, links, and development needed; score lower for higher effort.

Calculate a total score per topic, then sort descending to create your production queue.

3. Decide where product and transactional pages live

Use product or category pages for bottom-of-funnel terms with modifiers like buy, pricing, download, or comparison. Place informational guides and how-tos on blog or docs to satisfy discovery and consideration queries, and interlink to the transactional page to pass relevance and intent.

4. Forecast ROI and finalize clusters

Estimate clicks using position-based CTR benchmarks such as SISTRIX’s finding that position one averages about 28.5% CTR (SISTRIX). Prioritize clusters that pair high-intent terms with realistic ranking potential, noting that many pages receive no Google traffic without strong execution and links (Ahrefs research). Batch subtopic and keyword research with a repeatable template and shared brief to cut ramp time across the cluster and focus effort where impact is realistic.

Research and identify subtopics and cluster keywords

You’ll build a comprehensive topic cluster by expanding your seed keyword, researching competitors, mining SERP features, and grouping terms by intent. Then map keywords into clusters with clear primary and supporting targets to ensure each page has a distinct purpose. Validate priorities with quick data checks and avoid overlap that causes cannibalization.

1. Expand your seed keyword methodically

Start with your target keyword to uncover adjacent concepts and modifiers, because breadth reveals true demand. Use plural and singular forms, “best vs. how,” and transactional modifiers like tools, services, and cost. This widens your surface area so you don’t miss valuable long-tail opportunities.

2. Analyze competitors for proven subtopics

Review top-ranking pages and their H2 and H3 headings to see which subtopics consistently win. Extract recurring angles such as definitions, frameworks, templates, and examples, and note gaps competitors don’t cover.

3. Mine SERP features for intent signals

Scan People also ask, related searches, and featured snippets to capture question-driven subtopics and entities. Prioritize terms that consistently trigger lists, comparisons, or definitions, since those formats reveal preferred content structures.

4. Group keywords by user intent to prevent cannibalization

Cluster informational, commercial, and transactional terms separately so each page serves a single job. Keep near-duplicates in one cluster and split when intent diverges, for example a strategy guide versus a software roundup.

5. Use the Ahrefs + Wikipedia + TextRazor 10-minute method

• Ahrefs: pull keyword ideas by Terms match, export top modifiers and questions, and note parent topics.
• Wikipedia: scan the main article and contents for entities, subtopics, and see also terms.
• TextRazor: extract entities from competitor top pages to validate concepts and surface related terms.

6. Map clusters and select primary vs. supporting targets

Assign one primary keyword per page (highest volume or clear parent topic) and three to six supporting synonyms, questions, and entities. Use a content matrix so each URL maps to one intent cluster, with on-page sections aligned to supporting terms.

7. Transition to internal linking structure

Finalize clusters, then plan pillar-to-spoke links that mirror intent paths and guide users through discovery, evaluation, and action. That link planning shapes how you structure internal paths and anchors to reinforce relevance.

How to structure internal links between pillar and cluster pages

Plan your pillar as the central hub, then add consistent pillar-to-cluster and cluster-to-pillar links using descriptive anchor text and shallow link depth for crawlability. Use a hub directory when you need a simple browseable index, a hybrid hub/pillar when you need brief context plus links, and a full pillar when you must cover the topic comprehensively. Validate anchors, avoid orphaned clusters, and track everything in a content inventory so gaps do not persist.

1. Define pillar-to-cluster and cluster-to-pillar paths

Map a two-way link pattern that sends authority from the pillar to clusters and routes users back to the pillar for breadth. Links help search engines discover and interpret page relationships, improving relevance signals and crawl paths as described in Google link best practices. Place pillar-to-cluster links near topical sections, and add cluster-to-pillar links in introductions or conclusions for consistent reinforcement.

2. Apply a precise anchor text strategy

Use concise, descriptive anchors that set clear expectations for the destination page. Google recommends meaningful, specific anchors so users and crawlers understand context, per Google link best practices and the SEO starter guide. Avoid generic read more links; prefer anchors aligned to the target H1 such as internal linking best practices or content cluster model.

3. Choose hub, hybrid, or full pillar

Pick a hub when search intent is navigational and users want a browsable list of content creation options. Choose a hybrid hub/pillar when the topic needs short overviews plus links, supporting both discovery and learning. Build a full pillar when the query requires comprehensive coverage and clusters expand subtopics with depth.

4. Prevent orphaned clusters and track links

Use a content inventory sheet to prevent gaps. Track: URL, parent pillar, intended anchors, live anchors, link locations, last audit date, and status. Audit quarterly to re-add missing links and retire duplicated anchors that confuse relevance.

5. Create the pillar and supporting pages

Draft the pillar around core subtopics, add brief summaries, and place contextual links to clusters within each section. Write clusters to answer specific sub-questions thoroughly, then add early-text links back to the pillar and cross-link sibling clusters where relevant to strengthen topical cohesion. Re-crawl and validate anchors after publication to confirm coverage and consistency, then iterate during updates based on performance data and link behavior.

How to create the pillar page and the supporting cluster content

Create a pillar that matches search intent, then plan supporting clusters that answer adjacent questions and tasks. Choose a page type, pick the right layout, define content anatomy, and connect clusters with clear internal links. Validate structured data, measure performance, and refine based on gaps and click behavior to stay aligned with intent.

1. Select the pillar type that matches intent

Match your head term’s dominant intent to a pillar type. Use a what is pillar for definition-heavy queries, a how to pillar when users want stepwise execution, and a comprehensive guide when the query mixes definition, frameworks, and tactics across the journey. This alignment reduces pogo-sticking and improves click probability, which compounds authority as you earn top positions.

2. Pick a template and define the content anatomy

Use one of these formats to increase scannability and depth:

• Chaptered long-form: introduction, table of contents, chapters, glossary, FAQs, conclusion CTA.
• Database hub: faceted filters, sortable tables, schema-backed item cards, and quality content like evergreen FAQs.
• Interactive tool: calculator or configurator, explainer section, examples, FAQs, conversion CTA.

Include H2 and H3 hierarchy, an FAQ block, schema types such as Article, FAQPage, HowTo, and BreadcrumbList, original visuals, and contextual CTAs.

3. Optimize for intent and structured data

Map each subtopic to a SERP feature and encode with the correct schema to qualify for rich results. Validate with the Rich Results Test, maintain descriptive anchors, and place summary answers near the top to meet quick answer expectations (Google’s structured data gallery).

4. Map and interlink cluster pages to the pillar

Create one hub URL for the pillar, then publish clusters that target modifiers like tools, costs, comparisons, and step-by-steps. Link clusters to the pillar and cross-link siblings with descriptive anchors, breadcrumb schema, and in-line references to consolidate relevance.

5. Determine cluster size and scale production

Plan ten to thirty clusters per pillar based on SERP depth, People also ask coverage, and content gaps; expand as new modifiers emerge. Scale with standardized briefs, reusable component templates, and a weekly publishing cadence. Prune and merge underperformers quarterly to preserve topical authority and keep the cluster tightly focused.

How many cluster pages you need and scaling governance

Cluster size should match topic breadth, SERP coverage, and user intent diversity because you win by covering the complete decision journey, not by creating isolated keyword pages. Many pages receive no Google traffic, so focused clusters improve discoverability and internal equity flow. Clear internal linking and structured navigation further compound results by helping users and crawlers find related pages.

Determine factors that set cluster size

A strong cluster maps to the scope of subtopics, the number of unique SERP features, and distinct intents you must satisfy. You’ll often need separate pages for informational, comparative, and transactional intents when SERPs show mixed results and People also ask depth indicates breadth.

Rules of thumb for minimum viable and growth targets

Start with a minimum viable cluster: one pillar plus six to ten supporting pages that target discrete intents and relevant search engine results page features. Expand in phases as you win impressions and links, adding related subtopics and formats such as how-tos, comparisons, and glossaries instead of duplicating near-identical angles. Reassess quarterly to throttle investment toward pages showing rising impressions or untapped long-tail demand.

Tactics to reorganize large archives into clusters

Use a rapid audit to group by topic, intent, and performance, then decide consolidation paths.

• Tracking sheet fields: URL, topic, intent, primary keyword, queries won, clicks, impressions, backlinks, internal links in/out, cannibalization notes, action (merge/canonicalize/repurpose), owner, due date.
• Decisions: merge thin or duplicative pages, canonicalize near-duplicates with similar intent, repurpose high-impression low-CTR pages with improved titles, structure, and media.

Editorial governance, roles, workflows, and multilingual needs

Define roles for strategy, editorial, SEO, and design so briefs, outlines, and internal links ship consistently. Use weekly triage to clear blockers, monthly retros to update templates, and content SLAs to protect quality. For multilingual or multi-regional rollouts, localize intent and examples, maintain hreflang parity, and adapt internal links to regional pillars to preserve relevance and crawl paths.

Lead-in to performance measurement and tools

Clear ownership, a reproducible audit process, and predictable publishing cadence make measuring outcomes easier and reduce the risk of wasting resources on low-impact fragments.

How to measure performance and which tools to use

Measure the effectiveness of your topic cluster strategy by tracking traffic, visibility, SERP ownership, conversions, and ROI, then attribute results to specific cluster pages. Group pages in your analytics and search tools, monitor positions and features, and connect conversions to content. Revisit the data monthly and validate that movements are due to your cluster rather than seasonality or unrelated campaigns.

1. Define the core metrics to track

Track organic traffic growth to cluster URLs. See keyword visibility across the cluster, SERP features won such as featured snippets and People also ask, conversions and leads attributed to cluster content, and ROI measured as pipeline or revenue versus production and promotion costs. Cite traffic and conversion deltas period over period and against a baseline cohort for clarity.

2. Group and attribute in GA4 and Google Search Console

Create GA4 content groups to aggregate pillar and spoke pages, enabling cluster-level views of users, sessions, and conversions. Follow Google’s guidance to configure content groups and apply them in reports (Analytics Help). In Google Search Console, build page filters or a regex page group for the cluster to monitor impressions, clicks, CTR, and average position by grouped URLs.

3. Build and monitor with Semrush

Use Semrush Keyword Strategy Builder to map pillar and supporting terms, cluster by intent, and size opportunity via volume and keyword difficulty. Add the cluster’s keywords and URLs to Position Tracking to monitor rankings, SERP features, and visibility by tag; set daily or weekly alerts for gains and losses.

4. Complement with Ahrefs, Conductor, and a tracking sheet

Leverage Ahrefs for keyword gaps, internal link opportunities, and SERP feature ownership. Use Conductor for content performance dashboards and workflow. Maintain a lightweight tracking sheet to keep execution tight:

• Page/cluster, URL, target term, current position, visibility percentage, SERP features owned, organic sessions, assisted and last-click conversions, revenue or pipeline, ROI, last updated, owner, status, next action, due date, internal links added.

Practical examples, rapid-build methods, and layouts

Experts generally agree that a content marketing strategy works best when you create topic clusters by pairing strong pillars with tightly scoped supporting content. HubSpot popularized the model by showing how pillar hubs improve crawl efficiency and distribute authority to clusters. Your approach should flex by intent, industry, and publishing velocity because different SERPs reward different content depths and formats.

Sample cluster outlines for three pillar types

• For a comprehensive guide pillar on topic cluster strategy, clusters might include keyword research, internal linking patterns, content briefs, and measurement frameworks.
• A how-to pillar, this piece of content pairs well with clusters on tool setups, workflows, and troubleshooting.
• A what-is pillar, this topic cluster benefits from clusters on history, benefits versus risks, and key terminology in content marketing.

Sample internal-link maps

Map each cluster page to the pillar using exact-match or close-variant anchors, then cross-link sibling clusters where tasks depend on each other to create topic clusters. Keep links high in the body for crawl priority, and give every cluster at least one contextual link back to the pillar and one to a sibling.

Quick build: Wikipedia + TextRazor + Ahrefs

Seed with Wikipedia headings to collect entities and subtopics, parse the page with TextRazor to extract entities, and validate demand with Ahrefs by checking Keywords Explorer volume, parent topics, and SERP overlaps. Promote entities with consistent anchor text and prune any low-overlap topics that fragment intent.

Layouts and SERP features

Use a chaptered long-form pillar with a sticky table of contents for sitelinks, a database-driven hub for programmatic filters, or an FAQ-first pillar to capture People also ask. Add concise definitions, step lists, and schema to win featured snippets, PAA, and list snippets.

Editorial templates and minimal viable cluster checklist

• Pillar brief, cluster brief, entity list, H2 map, anchor plan, snippet target, schema type, metrics plan, publish order, and refresh dates.

Common problems, testing for cannibalization, and remediation

When keyword cannibalization or duplicate content exists, Google may split relevance across near-identical URLs, suppressing visibility until one canonical wins. Google documents that it selects a canonical when duplicates exist and recommends consolidating signals to a single URL. A/B tests should use rel=canonical and 302 redirects to avoid unintended indexing during experiments (Google canonicalization guidance, A/B testing best practices). Impact often unfolds over several crawls; after consolidation, rankings and crawl budget typically stabilize within days to a few weeks depending on site size and recrawl frequency.

How to diagnose cannibalization and duplicates

You’ll spot cannibalization when multiple URLs compete for the same query and trade positions. Filter Search Console Performance for a target query and verify that more than one landing page receives impressions and clicks. Confirm duplicates with on-page similarity checks and site: searches, then validate Google’s chosen canonical in the URL Inspection tool. Log files reveal crawl waste when Googlebot hits parameterized or templated variants disproportionately.

Step-by-step remediation that sticks

1. Merge overlapping pages into the strongest URL and 301 redirect weaker variants.
2. Set explicit rel=canonical, dedupe titles and H1s, and rewrite one page to target a distinct intent.
3. Consolidate internal links to the canonical and request updates for external links.
4. Revalidate in logs and Search Console; expect stabilization within one to three recrawls.

Backlinks, PR, and safe automation in a topic cluster strategy

Concentrate authority by directing PR and new backlinks to pillar pages, then cascade equity via contextual internal links to cluster content. Use CMS templates and internal-linking scripts to scale, but cap per-page links, avoid creating thin near-duplicates, and never cloak or permanently redirect test variants during experiments. That discipline compounds rankings, reduces crawl waste, and accelerates growth across adjacent queries.

How content strategy ties to growth marketing

Topic clusters operationalize SEO to predictably capture and create demand by concentrating authority around commercial problems and intents. BrightEdge reported that organic search drives 53% of trackable site traffic, making search-anchored clusters a primary engine for discoverability and pipeline (BrightEdge research). The right structure varies by market maturity and buying complexity, which affects how many subtopics you’ll need to win intent across the funnel.

SEO-driven demand generation

Search-led clusters matter because they intercept in-market and problem-aware demand with aligned pages that rank together. Organic leads often become a compounding asset that scales non-paid reach and fills retargeting pools.

Funnel optimization via informational content

Educational subtopics reduce friction between awareness and consideration by answering the adjacent questions users ask before converting. A 2022 buyer study found that 62% of B2B buyers consume three to seven assets before engaging sales, which supports building layered, interlinked content paths (CONTENT PREFERENCES SURVEY REPORT 2022).

Measurement for revenue impact

Connect clusters to revenue by mapping each subtopic to an intent stage, tagging CTAs accordingly, and attributing assisted conversions and influenced pipeline. Track session-to-MQL rates on informational pages, multi-touch influence on opportunities, and content-assisted win rates by theme to improve your content marketing strategy.

Cross-functional workflows between product, sales, and content

• Product informs problem taxonomy and narrative truth.
• Sales surfaces objections and prioritizes cluster subtopics.
• Content turns each objection into formats built for search and enablement.

Retention, content-led acquisition, and experimentation

Clusters support retention by building post-purchase hubs that cut time-to-value and reduce support tickets through searchable troubleshooting and advanced use-cases. They power content-led acquisition with A/B-tested briefs, SERP experiments on titles and structure, and incremental schema testing that improves click-through and learning speed.

Frequently asked questions about the topic cluster strategy

What is a topic cluster, and why does it matter for SEO?

A topic cluster is a pillar page plus supporting cluster pages that cover subtopics and related intents. It matters because it clarifies site architecture, improves crawlability and indexation, concentrates relevance signals, and increases eligibility for SERP features like featured snippets and People also ask. Structured internal linking helps search engines understand relationships between pages and users find a coherent content path.

What is a pillar page (or hub), and how does it relate to cluster pages?

A pillar page is the central, comprehensive resource that covers a broad topic at a high level and links out to cluster pages. Cluster pages dive into discrete subtopics or intents and link back to the pillar and to sibling clusters. The pillar provides context and authority while clusters capture long-tail queries and specific search intents.

Do topic clusters directly improve search engine rankings (SERPs)?

Clusters do not guarantee rankings on their own, but they improve the structural and topical signals search engines use to evaluate relevance. Better crawlability, consolidated canonical signals, and targeted internal linking are key SEO strategies that increase the chance of ranking improvements. Performance gains often compound over weeks as search engines re-evaluate the internal link graph and content quality.

How do topic clusters help build topical authority?

Clusters increase topical depth and entity coverage by organizing related content around a single pillar. That consistency strengthens semantic signals and helps search engines recognize your site as a reliable source on a subject. Sending backlinks and PR to the pillar and cascading internal links to clusters concentrates authority where it matters.

How do I choose the right core (pillar) topic to target first?

Balance search demand, business value, conversion potential, competition, and content gaps. Build a weighted scorecard that includes traffic potential, intent fit, commercial value, and effort. Prioritize topics where you can create best-in-class content with realistic link-building or distribution plans.

How many cluster pages should a pillar have, and is there a minimum?

Aim for a minimum viable cluster of one pillar plus six to ten supporting pages that effectively organize your content. Expand based on SERP complexity and intent diversity; many competitive pillars require 10 to 30 clusters to cover variations and SERP features comprehensively. Focus on intent alignment rather than an arbitrary page count.

How should I structure internal links to avoid cannibalization?

Use a two-way linking pattern: pillar-to-cluster and cluster-to-pillar. Use descriptive anchors that match target H1s and avoid linking multiple pages to the same exact anchor for the same intent to enhance your content creation. Consolidate internal links to the canonical URL when duplicates exist and track links in a content inventory to prevent orphaned pages.

How do I audit and reorganize an existing content archive into clusters?

Run a rapid audit grouping pages by topic and intent to better create content clusters. Track metrics like impressions, clicks, backlinks, internal links, and cannibalization signals in a sheet. Decide actions: merge thin or duplicate pages, canonicalize near-duplicates, repurpose high-impression low-CTR pages, and create pillar pages that link to consolidated clusters.

How can I measure ROI (leads/sales) specifically attributable to a topic cluster?

Group pillar and cluster URLs in GA4 content groups and in Google Search Console filters to track cluster-level sessions and impressions. Attribute-assisted conversions and pipeline using multi-touch models and tag CTAs by intent stage. Compare period-over-period deltas against a baseline cohort and calculate revenue or pipeline per production cost to determine ROI.

How do topic clusters affect visibility in LLMs, generative engines, and ChatGPT positions?

Clusters that provide consistent, entity-rich, and well-structured answers are more likely to be referenced or summarized by generative engines and language models. Depth and clarity improve the chance that an LLM will synthesize your content into AI Overviews or answer boxes. Focus on canonical answers, structured data, and entity coverage to increase the chance of being surfaced in generated answers.

What tools can help with topic cluster research and execution?

Use Ahrefs for keyword gaps, SERP feature analysis, and internal link opportunities. Use Semrush for keyword strategy, position tracking, and SERP feature monitoring. Conductor is useful for content performance dashboards and workflow. Complement these with Google Search Console, GA4, Wikipedia for entity discovery, and TextRazor for entity extraction.

Can automation safely create and maintain cluster links at scale?

Automation can help by applying consistent internal-link templates and CMS scripts, but it must avoid creating thin near-duplicate pages or excessive, low-quality links. Cap per-page links, validate anchor relevance, and maintain editorial oversight. Direct backlinks and PR to pillar pages and use automation only for repetitive, low-risk tasks.

Start building a topic cluster that drives discoverability and conversions

Plan your pillar and map supporting clusters using the scorecard approach described above. Begin by auditing your top candidate topics, grouping existing content, and creating a one-page plan that lists primary keywords, intent, and the first six supporting pages.