| name | pillar-pages |
| description | Design and build pillar pages with topic clusters — comprehensive hub pages that rank for high-intent keywords. Triggers on: "pillar page", "topic cluster", "hub page", "cornerstone content", "SEO pillar". |
| license | MIT |
| compatibility | Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose |
| metadata | {"version":"1.0.0","author":"LeadMagic","category":"content-seo","tags":["content-seo","pillar-pages","topic-clusters","cornerstone-content","seo"],"related_skills":["seo-strategy","pseo-strategy","faq-seo","content-marketing"],"frameworks":["Ahrefs / Backlinko — Content Cluster Model","Eli Schwartz — Product-Led SEO","HubSpot Topic Cluster Model","Google Search Central — SEO Starter Guide"]} |
Pillar Pages & Topic Clusters
Overview
Pillar pages are comprehensive, authoritative pages that cover a topic broadly
and link to detailed cluster content on specific subtopics. This architecture
signals to Google that you're the authority on the topic, boosting rankings
across the entire cluster.
Authoritative Foundations
- Ahrefs / Backlinko — Content Cluster Model — Content Cluster Model
- Eli Schwartz — Product-Led SEO — Product-Led SEO
- HubSpot Topic Cluster Model — Lifecycle stages, object model, and workflow enrollment patterns.
- Google Search Central — SEO Starter Guide — SEO Starter Guide
When to Use
- "Build a pillar page"
- "Topic cluster strategy"
- "Cornerstone content"
- "Pillar page for [topic]"
Step-by-Step Process
Phase 1: Pillar Topic Selection
A pillar topic must be:
- High search volume: 500-5,000+ monthly searches
- High business value: Directly related to your product/ICP
- Broad enough for clusters: At least 10-15 subtopics
- Evergreen: Not news-dependent, will be relevant for years
- Competitive but winnable: Check current top 10 — if they're all DR 70+ sites
and you're DR 30, pick a different pillar
Phase 2: Cluster Mapping
Map the pillar's universe:
- Core subtopics: 8-12 key areas the pillar must cover
- Cluster content: 3-5 detailed articles per subtopic
- Question clusters: The 20-30 questions people ask about this topic
(from People Also Ask, Reddit, Quora, customer conversations)
- Internal link map: Every cluster article links to the pillar. The pillar
links to every cluster article. Cluster articles link to each other where relevant.
Phase 3: Pillar Page Structure
- H1: [Topic]: The Complete Guide (or similar)
- Executive summary: 2-3 paragraphs. What this covers, who it's for, key
takeaways. This is what Google shows in featured snippets.
- Table of contents: Jump links to each section
- Section per subtopic: Each H2 covers one subtopic. 200-400 words per section.
Link to the full cluster article for "deep dive."
- Data & examples: Original data, customer examples, screenshots, case studies
- Visual elements: Diagrams, charts, comparison tables, infographics
- Expert contributions: Quotes from internal experts, customers, industry voices
- Total length: 3,000-5,000 words. Long enough to be comprehensive, not so
long that nobody reads it.
Phase 4: Internal Linking
- Pillar → Cluster: In each pillar section, link to the full cluster article
with descriptive anchor text
- Cluster → Pillar: Every cluster article links to the pillar with a standard
"Part of our [Topic] guide" callout
- Cluster → Cluster: Cross-link between related cluster articles
- Navigation: The pillar is linked from the main navigation or resource center
- New content: Every new article on this topic gets a link from the pillar
and links back to the pillar
Phase 5: Maintenance & Updates
- Quarterly review: Check rankings, traffic, and conversion for the pillar
and all cluster content
- Annual refresh: Update data, examples, screenshots, and expert quotes.
Republish with updated date.
- Cluster expansion: Add new cluster articles as you identify new subtopics
- Performance optimization: Improve page speed, mobile experience, and
Core Web Vitals for the pillar page
Output Format
Pillar page plan with: topic selection justification, cluster map, content
outline, internal linking diagram, and maintenance calendar.
Quality Check
Before delivering, verify:
Common Pitfalls
- Writing for search engines, not humans. Keyword-stuffed content that reads like a robot wrote it. Fix: write for your ICP first, optimize for search second.
- Publishing and praying. Creating content without a distribution plan. Fix: every piece gets a 30-day promotion calendar across email, social, and paid.
- Ignoring content freshness. 2-year-old content with outdated data and examples still ranking. Fix: quarterly content audit — update or retire stale pieces.
Implementation Depth
Use this section when the user asks for a finished asset, not a high-level explanation.
Diagnostic Questions
- What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
- Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
- What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
- What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
- What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
Framework Application
Map the recommendation explicitly to the named frameworks in this skill:
- HubSpot Topic Cluster Model: apply only the part that directly improves the requested deliverable.
- Animalz Content Strategy: apply only the part that directly improves the requested deliverable.
- Google Search Central — SEO Starter Guide: apply only the part that directly improves the requested deliverable.
Deliverable Standard
A strong output from this skill includes:
- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution
Adaptation Rules
- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
Execution Artifacts
references/framework-notes.md — Ahrefs cluster model, Schwartz product-led pillars, Pattern 25 routingtemplates/output-template.md — Deliverable shell for agent outputscripts/check-output.py — Lightweight deliverable validatorreferences/seo-strategy-playbook.md — Repo root: §3 keyword tiers and cluster structureskills/foundation/using-gtm-skills/SKILL.md — Pattern 25: B2B SEO Stack (step 2)
Related Skills
- seo-strategy, content-marketing, faq-seo, citation-harvesting, landing-pages
