Pillar page
A broad, comprehensive page that introduces a whole topic and links out to detailed supporting pages within the same cluster.
ContentContent hub
Topic cluster
A content model where one broad pillar page links to and from many specific supporting pages covering subtopics of the same subject.
In full
The cluster makes topical relationships explicit through internal linking, so crawlers and users can move between the overview and the detail. It also imposes editorial discipline: each supporting page owns one distinct query set, which reduces cannibalisation. The failure mode is producing clusters mechanically from keyword lists, generating many near-duplicate pages that add nothing.
Example
A pillar page on 'commercial lease agreements' links to twelve pages on break clauses, rent review, dilapidations and service charges, each linking back.
Related terms
Topical authority
The degree to which a site demonstrates comprehensive, credible coverage of a subject area rather than isolated pages on scattered topics.
Internal linking
Links between pages on the same site, which control crawl paths, distribute link equity, and communicate topical relationships and page…
Keyword cannibalisation
Multiple pages on a site competing for the same query, so search engines alternate between them and none establishes a strong position.
Content brief
A specification given to a writer covering the target query set, intent, required subtopics, angle, sources, internal links and success…
Where to read more
- HubSpot Academy SEO Courses · Certification · academy.hubspot.com