Topical Authority: Building Clusters Search Engines Trust
Cluster architecture, internal linking, and refresh cadence that hold rankings.
Isolated articles rank by luck. Clusters rank by structure: a comprehensive hub, genuinely distinct supporting pages, and internal links that describe relationships rather than decorate paragraphs.
01Define the cluster by questions
Map every question a buyer asks about a topic, group them by intent, and give each group one page. Overlapping pages compete with each other and split signals.
02Link with intent
Every supporting page links up to the hub with descriptive anchor text, and the hub links down to each supporting page. Sideways links only where the relationship is real.
03Refresh on a schedule
Review each cluster twice a year. Update facts, merge pages that have converged, and retire pages that never earned impressions.
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