SEO Content Writing & Editorial Programs

Pillar Pages & Topic Clusters

Build one useful hub and a set of distinct supporting pages connected by deliberate links.

Pillar Pages & Topic Clusters turns an approved topic map into a hub and its supporting articles. Each page answers a distinct question, and the internal links connect the set into one coherent structure.

You walk away with a hub and its supporting pages, each answering a distinct question, linked as the plan specified and checked for overlap before launch.

Start a cluster build
Pillar page and its linked cluster articles arranged as a connected map

Some of the 500+ brands we've worked with

See all references
  • LC Waikiki
  • İyzico
  • Axa Sigorta
  • Onedio

How we run it

How we build the cluster

Each page gets built against its assigned role, then wired into the rest of the set.

  1. Confirm each page's job

    We check the agreed topic map against current search results and existing pages, so we're not writing something that already exists or duplicates another page in the set.

    A confirmed page-by-page brief with no overlapping jobs.

    AI assist
    Agents can restate each planned page's job next to the brief so the boundaries are visible before writing starts. Confirming those boundaries still hold is a decision with the strategist who set them.
    Human gate
    Drafting waits until an editor has checked that no two pages are quietly answering the same question.

  2. Sequence production

    We decide which pages need to publish first, usually the hub or the spoke the others depend on, and set a realistic build order.

    A production sequence with dependencies mapped.

    AI assist
    Agents can order production by dependency, showing which spokes the hub needs before it can be finished. The sequence is agreed with the people doing the writing.
    Human gate
    An editor decides which page the rest actually depend on. Easiest to write first is a different question.

  3. Write each page to its brief

    We draft the hub and each spoke against its own scope, keeping the boundary between pages clean so nothing gets duplicated.

    Drafted pages, each answering its assigned question and nothing else.

    AI assist
    AI can compare the drafts and mark passages that cover the same ground. The lead editor assigns that material to the right page.
    Human gate
    The lead editor overseeing the full cluster decides which page keeps disputed material rather than leaving that call to each page writer.

  4. Wire the internal links

    We connect the hub to its spokes and the spokes to each other, following the link plan instead of adding links wherever seems convenient.

    A linked cluster matching the approved internal-link plan.

    AI assist
    Agents can place the drafts side by side and mark passages that appear in more than one page. Deciding which page owns the shared material is the lead editor's call.
    Human gate
    An editor checks the finished link set against the approved plan before publishing.

  5. Publish and check the set

    We publish in sequence, confirm each page is findable and distinct, and note which pages to watch for overlap or staleness.

    A published cluster plus a maintenance note for future overlap checks.

    AI assist
    Agents can verify that every planned link exists and resolves after publication. Whether the set reads as one coherent structure is checked by walking it as a reader would.
    Human gate
    An editor confirms each published page is genuinely findable and distinct before calling the cluster done.

An editor keeps each page in its own lane

Overlap often appears while two adjacent briefs are being drafted, before either page looks obviously repetitive on its own. AI can place the drafts side by side and mark those shared passages. The lead editor sees the whole cluster, assigns the material to one page, and decides how the hub should introduce it. This method starts after people have approved the topic map.

What you get

What production delivers

You receive the live hub-and-spoke set, individual page briefs, and a record of how the pages connect.

  • a content brief with checklist marks

    Production briefs

    One brief per page in the cluster, each scoped against its assigned question.

  • a finished article document

    Published hub and spokes

    The finished pillar page and its supporting articles, linked and live.

  • a topic cluster map with linked nodes

    Link and overlap map

    A record of how the pages connect and where to check for drift as the cluster ages.

We call it done when: every page in the set answers a distinct question, the internal links match the plan, and nothing in the cluster duplicates another page.

Who it fits

When you're ready to build the cluster

This is for teams with an already-decided topic map who need the pages written. If the plan doesn't exist yet, that's a different job.

A good fit when

  • Your topic map and page roles are approved, but the hub and its supporting articles have not been written yet.
  • Each planned page answers a different reader question, so the cluster can add useful coverage without duplicating another page in the set.
  • The internal-link plan already shows how the hub and spokes connect, while production still has to wire every planned link into the published set.

Better handled as other work when

  • The topic map or page roles are still disputed, so writing the cluster now would turn an unsettled strategy into several finished pages.
  • The plan creates a page for every keyword variant, even though several of those pages would answer the same question and compete with one another.
  • After publication, nobody will own the link and overlap checks, so the cluster can drift into broken connections and duplicated coverage as its pages age.

People who write and ship this content

Some of these consultants write the pages themselves. Others plan distribution or check how a piece performs once it's live, so the team below covers more than one stage of the work.

Content we've produced on this topic

Videoby Ozan KetenciAnahtar Kelime Analizi: Büyük Verinin Anlamlandırılması - Ozan KetenciArticleby Sinem Bakır YavaşBlog Content Strategy for E-Commerce SitesVideoby Yiğit KonurYiğit Konur - Machine Learning for SEO and Content Strategy

Tools we use

Tools behind this work

  • Ahrefs

    maps which subtopics the top-ranking cluster covers so the pillar doesn't leave a gap a competitor already fills

  • Keyword Cupid

    confirms two planned spoke pages target genuinely separate queries before either is written

  • Screaming Frog

    verifies every spoke actually links back to the hub, and the hub links out to every spoke

  • Notion

    the cluster map: each spoke's brief, its job, and the order it publishes in

  • Google Search Console

    checks the published set for the cannibalization the pre-publish keyword plan may have missed

Start the work

Have the topic map but not the pages?

An approved map gives us the page roles and boundaries. We'll set the production order, then read the drafts as a set so adjacent pages stay distinct.
Talk to a Content Marketing specialist
Two people shaking hands on the start of the work

Before we start

Frequently Asked Questions

Planning belongs to Topic Cluster Strategy, while this method begins with the approved map and produces the pages from it.