SEO Content: Content Strategy

Guides content strategy for SEO: topic clusters, pillar pages, cluster articles, and editorial planning.

When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for product, audience, and proof points.

Identify:

• Keywords: From keyword research

• Existing content: What already exists

• Resources: Content capacity, tools

• Goals: Traffic, conversions, authority

Topic Clusters

Topic clusters organize content by topic rather than isolated keywords. A pillar page covers a broad core topic; cluster articles cover subtopics; all connect via internal links. This signals topical authority to search engines and AI systems.

Structure

Pillar page (broad topic, 2,000-5,000+ words) <-> internal links Cluster 1 (subtopic, 800-2,500 words) Cluster 2 (subtopic) ... Cluster 6-12 (subtopics) <-> cluster to cluster links

Pillar Page

Attribute Guideline

Length 2,000-5,000+ words; comprehensive guide

Keyword Broad head term with search volume

Role Hub; links to all cluster articles; targets primary topic

Conversion Link to product/feature pages where relevant

Cluster Articles

Attribute Guideline

Count 6-12 articles per pillar (minimum 6 for authority)

Length 800-2,500 words each; focused on one subtopic

Keyword Long-tail, specific intent per article

Links Each cluster links to pillar; pillar links back; related clusters link to each other

Internal Linking Model

Link type Purpose

Pillar to Cluster Hub distributes authority; users discover subtopics

Cluster to Pillar Signals relationship; passes equity to hub

Cluster to Cluster Related subtopics; strengthens topical coverage

Why Topic Clusters Work

• Topical authority: Rank for multiple variations; comprehensive coverage signals expertise

• Avoid cannibalization: One page per topic/keyword; no competing pages

• Better internal linking: Clear logic; crawlers understand structure

• AI citations: Clustered content gets ~42% more AI citations than standalone

• Traffic: ~30% more organic traffic; rankings hold ~2.5x longer

Implementation Steps

• Choose 3-7 core topics -> business relevance, search demand, competitive opportunity

• Map subtopics -> People Also Ask, competitor analysis, keyword tools

• Content audit -> Identify existing pages that can become pillar or cluster; find gaps

• Build clusters first (optional) -> Cluster pages often rank first; add pillar after

• Create pillar -> Comprehensive guide; link to all clusters

• Establish links -> Pillar <-> cluster; cluster <-> cluster

• Update quarterly -> Maintain freshness and authority

Example

• Pillar: "SEO Guide" (targets "SEO")

• Clusters: "Technical SEO," "On-Page SEO," "Link Building," "Content SEO," "Local SEO," "E-E-A-T"

Content Types

Type Use SEO Fit

How-to guides Informational intent; high share potential High -> matches search intent

Comparisons Commercial intent; "X vs Y" High

List posts "Top 10," "Best X" High

Glossaries Definition queries; internal link hub High

Tools/calculators Linkable assets; engagement High

Case studies Proof; conversion support Medium -> supports conversion

Funding / PR Funding rounds, acquisitions Low -> brand/PR, not search-driven

Product updates Feature launches, release notes Low -> internal audience

News / Trending Industry news, hot topics Medium -> quick spikes, short shelf life

Evergreen vs Timely Content Mix

• Evergreen (70-75%): Pillar guides, how-tos, comparisons, glossaries. Drives long-term traffic, backlinks, authority. Refresh every 6-12 months.

• Timely (25-30%): Seasonal, trending, news. Generates quick traffic, shows topical relevance. Link timely pieces into evergreen pillars.

• Balance: Too much evergreen = blog feels stale; too much timely = irregular traffic, constant content churn.

Editorial Calendar

• Map keywords to content pieces

• Prioritize by opportunity (volume -> intent -> feasibility)

• Schedule by capacity

• Include update schedule for existing content

Output Format

• Topic cluster map (pillar + 6-12 clusters)

• Content calendar (topics, keywords, deadlines)

• Internal linking plan

• Update plan for existing content

Related Skills

• seo-content-keyword-research: Keywords drive content plan

• seo-content-optimization: Word count, H2 keywords, keyword density, multimedia, lists -> on-page content optimization

• seo-on-page-internal-links: Clusters need internal linking

• seo-off-page-link-building: Content strategy creates linkable assets

• seo-on-page-heading: Content structure uses headings