What it solves
Most sites accumulate content the way garages collect boxes – random, overlapping, and hard to navigate. Search engines see shallow topical coverage and inconsistent signals. Users pogo-stick. We impose cluster architecture so every new page strengthens a known theme instead of fighting for oxygen. We use silo to mean a hub with focused spokes – we don’t isolate content. Cross-link when it helps the reader, and keep the hub as the canonical entry. See the Content pillar hub.
Listen to this short conversation explaining the key ideas from the SEO Cluster Architecture, generated with Google Labs Illuminate.
Why clusters work
Clusters should mirror how search understands topics – parent intents with child intents beneath. A well-built cluster helps Google map your coverage, with breadth at the hub and depth in the spokes. It prevents cannibalization by enforcing one URL per intent and clear internal links. It improves user flow – hubs orient, spokes satisfy, support removes friction. And it survives algorithm churn, because structure is more durable than single-page hacks.
The blueprint
Each cluster has three layers:
- Hub – the canonical answer to the parent intent. It introduces the topic, sets expectations, and routes to deeper pages. Hubs rank on broader queries and convert readers into explorers.
- Spokes – dedicated pages for distinct sub‑intents. Each page completes one job: define, compare, explain, or instruct.
- Support – FAQs, glossaries, checklists, and comparisons that complement spokes and build entity clarity.
Rules: One URL per intent – if two pages chase the same query with the same angle, merge them. Hubs are evergreen – they do not chase every keyword; they curate. Links flow down to spokes, across to siblings where relevant, and back up to the hub. Anchors are descriptive and stable – avoid generic learn more – prefer precise labels.
Implementation steps
- Map the topic space – from seed terms to intents.
- Why: You need the lay of the land before drawing streets.
- How: Use SERP features, People‑Also‑Ask, competitor sitemaps, and your sales questions. Group by intent, not by keyword string.
- Choose parent intents – 5-12 per major section.
- Why: Too many hubs dilute authority; too few make hubs vague.
- How: For each parent intent, write a one‑sentence promise the hub will fulfill. If you cannot write it cleanly, it is not a hub yet.
- Design the hub – content and schema first.
- Why: Hubs fail when they try to be everything. They must orient and route.
- How: Use an intro, a scannable section map, short answers that link deeper, and optional FAQ for intent disambiguation. Add BreadcrumbList and page‑level Article.
- schema when the hub is editorial.
- Define spokes – one intent per page.
- Why: Depth is earned by focused pages that resolve specific questions.
- How: Create briefs with: target intent, H1, 3-5 H2s, examples, internal links to hub and 2-4 siblings, and primary CTA.
- Plan the internal link graph – before you publish.
- Why: Links decide how authority flows. Retro‑fitting is expensive.
- How: From hub → all spokes. From each spoke → hub and 2-4 siblings. From support pages → their parent spoke and the hub. Cap links to avoid dilution.
- Ship in batches – a hub with 3-5 spokes is a valid first release.
- Why: Clusters need minimal critical mass to be recognized.
- How: Publish the hub and the first spokes together. Add one to two spokes weekly until the cluster is complete.
- Review quarterly – merge, redirect, and expand.
- Why: Markets change; your structure should too.
- How: Use GSC to find cannibals and orphans. Consolidate near‑duplicates, refresh underperformers, and add missing sub‑intents.
Hub layout pattern
A rankable hub balances orientation and depth. Orientation tells people and crawlers exactly where they are, what this topic covers, and the next best clicks – a short promise at the top, then a tight set of primary paths. Depth gives just enough substance to answer quick questions and prove credibility – crisp definitions, a one-line verdict or two, and short blurbs that point to the right spokes.
Above the fold, state the promise in one or two sentences, then present 6-12 spokes with descriptive labels. Keep explanations brief – the hub should help readers choose, not read everything here. Mid-page, include a compact summary box or mini-FAQ that answers obvious questions in 80 words or less and links to the deeper article. Close with a clear next step – the matching service or tool – and let breadcrumbs and self-canonicals keep the structure clean. In short, the hub orients – the spokes deliver depth – and the whole cluster feels like one system, not a pile of posts.
Template
- Promise section – one paragraph that frames the topic and who it is for.
- Quick answers – short modular summaries that link to spokes.
- Navigation grid – tiles or a list of the main spokes with 1-2 line descriptions.
- Featured comparison or checklist – helps undecided visitors act.
- FAQ – real questions that clarify adjacent intents; link to spokes where appropriate.
- Related clusters – one level up to the section hub; sideways to neighbor clusters.
Hub Page Template
<article class="hub">
<h1>Breeds – Profiles & Care</h1>
<p class="lede">Find the right cat for your home – quick breed overviews, care tips, and what to expect.</p>
<!-- 1) Quick answers -->
<section aria-labelledby="quick-answers">
<h2 id="quick-answers">Quick answers</h2>
<dl>
<dt>Which breeds are best with kids?</dt>
<dd>Temperament beats looks – start with Ragdoll, British Shorthair, or a calm mixed breed.
<a href="/guides/cats/breeds/how-to-choose-a-breed/">See the checklist</a>.
</dd>
<dt>Are hairless cats hypoallergenic?</dt>
<dd>No breed is fully hypoallergenic – allergens come from saliva and skin.
<a href="/guides/cats/breeds/sphynx/">Learn more</a>.
</dd>
</dl>
</section>
<!-- 2) Navigation grid -->
<section aria-labelledby="spokes">
<h2 id="spokes">Navigation</h2>
<ul>
<li>
<a href="/guides/cats/breeds/how-to-choose-a-breed/">How to Choose a Breed</a>
<p>Match energy level, grooming needs, and family fit with a simple decision flow.</p>
</li>
<li>
<a href="/guides/cats/breeds/maine-coon/">Maine Coon – Profile & Care</a>
<p>Large, social, playful – space and regular grooming required.</p>
</li>
<li>
<a href="/guides/cats/breeds/british-shorthair/">British Shorthair – Profile & Care</a>
<p>Calm, sturdy, low-maintenance coat – great with kids.</p>
</li>
<li>
<a href="/guides/cats/breeds/ragdoll/">Ragdoll – Profile & Care</a>
<p>Gentle, people-oriented – daily interaction and brushing help.</p>
</li>
<li>
<a href="/guides/cats/breeds/mixed-vs-purebred/">Mixed vs Purebred – What to Know</a>
<p>Trade-offs on cost, predictability, and health screening.</p>
</li>
</ul>
</section>
<!-- 3) Featured comparison or checklist -->
<section aria-labelledby="decision">
<h2 id="decision">Featured comparison</h2>
<table>
<thead>
<tr><th scope="col">Breed</th><th scope="col">Energy</th><th scope="col">Grooming</th><th scope="col">With kids</th></tr>
</thead>
<tbody>
<tr><td>Ragdoll</td><td>Low–Medium</td><td>Medium</td><td>High</td></tr>
<tr><td>British Shorthair</td><td>Low</td><td>Low</td><td>High</td></tr>
<tr><td>Maine Coon</td><td>Medium</td><td>High</td><td>Medium</td></tr>
</tbody>
</table>
</section>
<!-- 4) FAQ -->
<section aria-labelledby="faq">
<h2 id="faq">FAQ</h2>
<dl>
<dt>How big do Maine Coons get?</dt>
<dd>Often 6–8 kg for males; they mature slowly over 3–4 years.
<a href="/guides/cats/breeds/maine-coon/">Details</a>.
</dd>
<dt>Do indoor cats need scratching posts?</dt>
<dd>Yes – they protect furniture and support claw health.
<a href="/guides/cats/care/environment/">Set up your space</a>.
</dd>
</dl>
</section>
<!-- 5) Related clusters -->
<section aria-labelledby="related">
<h2 id="related">Related clusters</h2>
<p>Up: <a href="/guides/cats/">Cats hub</a></p>
<ul>
<li><a href="/guides/cats/care/">Care</a> – nutrition, environment, enrichment.</li>
<li><a href="/guides/cats/health/">Health</a> – vaccines, vet visits, common conditions.</li>
</ul>
</section>
</article>
Internal linking policy
- Hub → spokes – every spoke gets one prominent link above the fold and one contextual mention in a relevant module. Prefer descriptive labels over read more.
- Spoke → hub – in the first screen, include a short definition that links back to the owning pillar hub. Link it once; don’t repeat on the same screen.
- Across spokes – add 2-4 sibling links where readers naturally pivot (alternatives, vs, how-to next). Place them in context, not in a dump.
- Cross-pillar – allow 0-2 links when concepts genuinely overlap. Prefer linking to the other pillar’s hub rather than a deep spoke unless relevance is tight.
- Anchors – use descriptive labels that match the target’s H1 or purpose. Don’t reuse the same anchor for different destinations.
- Caps – spokes: keep total internal links purposeful (roughly 8-15 on long posts). Hubs can carry more, but avoid repeating the same target on one screen.
- Technical – no UTMs or nofollow on internal links; keep breadcrumbs visible; self-canonical on all pages.
Governance
- Definition – we use silo to mean a hub with focused spokes. We cross-link when it helps the reader. The hub stays the canonical entry.
- Cadence – one new spoke per week; one hub refresh per month. Ship, then iterate.
- Ownership – assign a steward per cluster who approves briefs, anchors, and merges.
- One intent per URL – every page targets a single parent or child intent. If two pages chase the same intent, merge and 301.
Checklist
Metrics to watch
- Coverage – number of spokes indexed and ranking in top 10 within the cluster.
- Distribution – impressions and clicks spread across multiple spokes, not just the hub.
- Graph health – internal link density and shortest path from hub to any spoke.
- Latency – time to index for new spokes after publishing.
- Business impact – assisted conversions and lead quality tied to cluster pages.
Put this blueprint to work
Need a cluster map that holds up? We’ll turn seed terms and SERP research into a hub-spoke plan – parent/child intents, canonical URLs, first 10 spokes per hub, and internal link routes. Includes a quick cannibal audit and redirects plan.
See the full map – explore all SEO blueprints.
