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
1---2name: seo-content-content-strategy3description: When the user wants to plan content for SEO, create content calendar, or build topic clusters. Also use when the user mentions "content strategy," "content plan," "topic clusters," "pillar content," "pillar page," "cluster articles," or "editorial calendar."4---5
6# SEO Content: Content Strategy
7
8Guides content strategy for SEO: topic clusters, pillar pages, cluster articles, and editorial planning.
9
10**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.
11
12## Initial Assessment
13
14**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.
15
16Identify:
171. **Keywords**: From keyword research
182. **Existing content**: What already exists
193. **Resources**: Content capacity, tools
204. **Goals**: Traffic, conversions, authority
21
22## Topic Clusters
23
24Topic 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.
25
26### Structure
27
28```
29Pillar page (broad topic, 2,000-5,000+ words)
30 <-> internal links
31Cluster 1 (subtopic, 800-2,500 words)
32Cluster 2 (subtopic)
33...
34Cluster 6-12 (subtopics)
35 <-> cluster to cluster links
36```
37
38### Pillar Page
39
40| Attribute | Guideline |
41|-----------|-----------|
42| **Length** | 2,000-5,000+ words; comprehensive guide |
43| **Keyword** | Broad head term with search volume |
44| **Role** | Hub; links to all cluster articles; targets primary topic |
45| **Conversion** | Link to product/feature pages where relevant |
46
47### Cluster Articles
48
49| Attribute | Guideline |
50|-----------|-----------|
51| **Count** | 6-12 articles per pillar (minimum 6 for authority) |
52| **Length** | 800-2,500 words each; focused on one subtopic |
53| **Keyword** | Long-tail, specific intent per article |
54| **Links** | Each cluster links to pillar; pillar links back; related clusters link to each other |
55
56### Internal Linking Model
57
58| Link type | Purpose |
59|-----------|---------|
60| **Pillar to Cluster** | Hub distributes authority; users discover subtopics |
61| **Cluster to Pillar** | Signals relationship; passes equity to hub |
62| **Cluster to Cluster** | Related subtopics; strengthens topical coverage |
63
64### Why Topic Clusters Work
65
66- **Topical authority**: Rank for multiple variations; comprehensive coverage signals expertise
67- **Avoid cannibalization**: One page per topic/keyword; no competing pages
68- **Better internal linking**: Clear logic; crawlers understand structure
69- **AI citations**: Clustered content gets ~42% more AI citations than standalone
70- **Traffic**: ~30% more organic traffic; rankings hold ~2.5x longer
71
72### Implementation Steps
73
741. **Choose 3-7 core topics** -> business relevance, search demand, competitive opportunity
752. **Map subtopics** -> People Also Ask, competitor analysis, keyword tools
763. **Content audit** -> Identify existing pages that can become pillar or cluster; find gaps
774. **Build clusters first** (optional) -> Cluster pages often rank first; add pillar after
785. **Create pillar** -> Comprehensive guide; link to all clusters
796. **Establish links** -> Pillar <-> cluster; cluster <-> cluster
807. **Update quarterly** -> Maintain freshness and authority
81
82### Example
83
84- **Pillar**: "SEO Guide" (targets "SEO")
85- **Clusters**: "Technical SEO," "On-Page SEO," "Link Building," "Content SEO," "Local SEO," "E-E-A-T"
86
87## Content Types
88
89| Type | Use | SEO Fit |
90|------|-----|---------|
91| **How-to guides** | Informational intent; high share potential | High -> matches search intent |
92| **Comparisons** | Commercial intent; "X vs Y" | High |
93| **List posts** | "Top 10," "Best X" | High |
94| **Glossaries** | Definition queries; internal link hub | High |
95| **Tools/calculators** | Linkable assets; engagement | High |
96| **Case studies** | Proof; conversion support | Medium -> supports conversion |
97| **Funding / PR** | Funding rounds, acquisitions | Low -> brand/PR, not search-driven |
98| **Product updates** | Feature launches, release notes | Low -> internal audience |
99| **News / Trending** | Industry news, hot topics | Medium -> quick spikes, short shelf life |
100
101### Evergreen vs Timely Content Mix
102
103- **Evergreen** (70-75%): Pillar guides, how-tos, comparisons, glossaries. Drives long-term traffic, backlinks, authority. Refresh every 6-12 months.
104- **Timely** (25-30%): Seasonal, trending, news. Generates quick traffic, shows topical relevance. Link timely pieces into evergreen pillars.
105- **Balance**: Too much evergreen = blog feels stale; too much timely = irregular traffic, constant content churn.
106
107## Editorial Calendar
108
109- Map keywords to content pieces
110- Prioritize by opportunity (volume -> intent -> feasibility)
111- Schedule by capacity
112- Include update schedule for existing content
113
114## Output Format
115
116- **Topic cluster** map (pillar + 6-12 clusters)
117- **Content calendar** (topics, keywords, deadlines)
118- **Internal linking** plan
119- **Update plan** for existing content
120
121## Related Skills
122
123- **seo-content-keyword-research**: Keywords drive content plan
124- **seo-content-optimization**: Word count, H2 keywords, keyword density, multimedia, lists -> on-page content optimization
125- **seo-on-page-internal-links**: Clusters need internal linking
126- **seo-off-page-link-building**: Content strategy creates linkable assets
127- **seo-on-page-heading**: Content structure uses headings
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