01 / Glossary
Topic cluster
A group of content made up of a central page covering a main topic broadly and pages covering its subtopics in depth, all linked to each other.
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Why it matters
A topic cluster shows search engines that the site covers a topic as a whole and how its pages relate, and lets users move around the topic easily. Giving each subtopic a single page prevents pages from competing with each other for the same query.
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Example
An agency writes a central guide to “starting e-commerce”, covers payments, shipping, legal obligations and SEO in separate articles and links them all together.
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Common mistake
Writing many similar articles targeting the same query. The pages compete with each other and none of them reaches a strong position.
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Related terms
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