For many sites, internal linking is an afterthought: every post links back to the blog index, and that is it. Topic clusters are a more deliberate approach. You group related content around a hub page, then use consistent internal links to help crawlers and readers understand what you specialise in.
Start from search intent, not keywords
A topic cluster works when the pages solve related problems at different depths. For service sites, common intent layers are:
- Explainers. "What is X" pages that define concepts.
- How-to. Practical implementation posts and checklists.
- Decision support. Trade-offs, frameworks and selection guides.
- Proof. Case studies, reference architectures and operating models.
The goal is not to force every page to rank. It is to make the whole cluster easy to crawl, understand and navigate.
Create a hub that earns links
A hub page is a high-level guide that introduces a topic and links to sub-pages. A hub should:
- Summarise the topic in plain language.
- List key sub-topics with one-sentence descriptions.
- Link out to the best supporting posts.
- Use stable internal links that match your canonical URL policy (see canonical URLs).
Link laterally, not only back to the index
Clusters are strengthened by lateral links between related sub-pages. Add "see also" links where it genuinely helps the reader. For example, a technical SEO audit checklist can link to canonical strategy and sitemap hygiene (see technical SEO audits).
Use consistent anchor text patterns
Anchor text should be descriptive but natural. A useful pattern is:
- Link the concept name (for definitions).
- Link the deliverable name (for checklists and playbooks).
- Link the decision (for comparison posts).
Avoid repeating the exact same anchor everywhere. Variation is normal when the links are written for humans.
Make crawl paths obvious
Crawlers follow links. Ensure your site provides clear paths:
- Global navigation to major sections.
- A blog index that links to every post.
- A sitemap that lists canonical URLs only (see sitemap hygiene).
Measure outcomes that matter
Internal linking is easy to over-optimise. Keep it simple and measure:
- Discovery. New posts showing up in Search Console faster.
- Depth. Users reading multiple related posts per visit.
- Conversions. More visits reaching service pages or contact pages.
Topic clusters are a structure for clarity. When users understand your expertise, crawlers usually do too.