As the world of search prepares for an AI-driven transformation, content strategies are transforming too, and many professionals are wondering how to adjust to the radical shift. The answer may be simple: it’s time to stop creating content in silos. We will unravel the differences between topic clusters and pillar pages, and how to structure them, giving you a clear roadmap for boosting your website's visibility and ranking on search engine results pages (SERPs). You’ll learn: - What topic clusters and pillar pages are and how they work/how to structure them. - The SEO benefits of pillar pages and topic clusters. - How to identify and map topic cluster opportunities based on audience intent and monthly search volume. Watch SEO experts and Conductor’s Customer Success Managers, Alex Carchietta and Zack Kadish, to learn how effective pillar pages and clustered content improve site structure, internal linking, and on-page SEO. We’ll also show you actionable tips for optimizing your internal linking and future-proofing your content’s performance. Learn how to work with (not against) your content's natural intersections for better SEO and UX.

1. What is it & How Does it Work?
Topic Clusters

2. Speakers
Zack Kadish
Manager, SEO Customer
Success Team
Alex Carchietta
Customer Success Manager

3. ● What is a topic cluster?
● What is a pillar page?
● Hub and spoke vs. topic clusters
vs. pillar pages
● How to create a topic cluster
● Successful topic cluster
examples
● How to create a pillar page
● Effective pillar page types
3
Agenda
Speakers:
Presentation duration
● Zack Kadish
● Alex Carchietta
30 minutes

4. Poll Question #1

5. What is a topic cluster?
● A topic cluster is a content
strategy approach of creating
sub-topic pages (AKA cluster
content or cluster pages) to
establish authority around a
central topic.
● Cluster pages delve deep into
the specifics of a broader topic
to provide more detail and
specificity.
5

6. What is a pillar page?
● A pillar page is a
comprehensive, standalone
page that covers a topic
in-depth all on one page.
● Pillar pages can adopt a hybrid
hub/pillar strategy, combining
detailed topic coverage with a
directory-style linking approach
to related cluster pages for
effective navigation.
6

7. Hub and spoke vs. topic clusters vs. pillar pages
● The good news is that a hub
and spoke strategy is
synonymous with a topic
cluster strategy. The core
differences between hubs and
pillars are function, objective,
and linking structure.
● The core differences between
hubs and pillars are function,
objective, and linking structure.
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8. How to create a topic cluster
1. Choose a topic
2. Structure your cluster
3. Create the hub page and
cluster content
4. Publish and set up accurate
reporting
8

9. Successful topic cluster examples
One of the top benefits of topic clusters is any company/industry can
implement them
Dick’s Pro Tips Hub:
https://www.dickssportinggoods.com/protips
Opportunity:
Become the authority on sports for the products they
sold. Target audience was searching for topics like
“how to grip a baseball bat”
Strategy:
Developed a hub with hundreds of cluster pages
related to topics of the sports gear they sell.
Outcome:
Increased rankings on SERPs and a massive increase
in organic traffic. Established themselves as an
authoritative brand for all things sports
Wolters Kluwer Tax Resource Center:
https://www.wolterskluwer.com/en/solutions/tax-acc
ounting-us/tax-season-resource-center
Opportunity:
Partnered with Conductor to revamp their entire SEO
strategy around tax content
Strategy:
Produced topic clusters directly tied to their
audience’s pain points and their business offerings
Outcome:
Boosted organic search results in top 10 results by
400% 9

10. Poll Question #2

11. How to create a pillar page
1. Identify a core topic
2. Build out the pillar structure
a. Competitive research
b. Use Content Guidance to
find out how to structure
the content
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12. How to create a pillar page
3. Create the pillar content
a. Ensure the content is
comprehensive, UX-friendly,
includes useful links, and
well optimized
b. Use Writing Assistant to
help perfect our content
12

13. 13
Comprehensive guide on a given
topic
This functions as either a 101 level
resource for beginners or an
in-depth advanced guide for
experienced users.
These guides will have internal and
external links to add value to the
reader
Effective Pillar Page Types
Guide Pillar Page
In-depth breakdown of a given topic
- including what it is, how it works,
and why it’s important to know.
The main difference here is this
page targets keywords related to
“what is + topic”
These pages help rank for Answer
Boxes, PAA. and answer early stage
questions users might have
What-is Pillar Page
Focuses on helping readers solve
their problems with step-by-step
guidance/tutorials.
The main difference here is this
page targets keywords related to
“how to + activity/topic”
These how to pages cover detailed
information around the topic and
provide internal/external links to
add value.
How-To Pillar Page

14. Poll Question #3

15. 15
How Can We Monitor Results?
Create a benchmark
report prior to
implementing your
content strategy
Monitor these target
keywords and pages
within the Conductor
platform
Report out on organic
traffic wins (keyword
rankings, traffic,
market share,
conversions)
Repeat successful
strategies for other
areas of the business

16. In Conclusion
Hub and spoke, topic clusters, and pillar pages
● The best way to demonstrate relevance around a topic is to show
Google you are the source of truth for all things about it.
● All of these content marketing models have benefits for SEO as they
enhance UX, improve site structure through internal linking, and
establish domain and topic authority
● With SGE coming around the corner, it’s important we prioritize
topic-based content
● The end goal of these strategies is to improve organic visibility,
increase our rankings, and drive reliable and long term results.
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18. Thank You!
Any questions?