Building Topical Authority: A Content Silo & Cluster Strategy
Client: A B2B SaaS company in the “HR tech” space with 100+ unorganized blog posts.
Challenges We Faced
The client’s blog had 100+ articles, but their “money” pages weren’t ranking. Their site was a “mess” of unorganized content:
“Flat” Architecture
All 100+ blog posts were just “posts,” with no logical hierarchy.
No Topical Authority
They had 10 articles on “employee onboarding,” but Google didn’t see them as an expert because the articles weren’t linked together.
Weak “Money” Pages
Their main “Onboarding Software” (money) page had no internal links from their 10+ blog posts on the topic.
Keyword Cannibalization
Multiple blog posts were accidentally competing for the same keywords.
Missing Internal Links to Money Pages
Blog posts didn’t link to key product pages, reducing conversions and page authority.
Build Your Topical Authority
“Is your content unorganized? Our Topical Cluster & Silo Strategy will build a logical structure that funnels authority to your most important pages.”
Our Approach – How We Solved These Challenges
Comprehensive Internal Link Audit
We used Screaming Frog to crawl the site and map their existing (and broken) link structure.
Content Silo & Cluster Planning
This was the core of our seo internal linking strategy. We identified 5 “Pillar Topics” (e.g., “Employee Onboarding,” “Performance Management”).
We designated a “Pillar Page” (their “money” page) for each topic.
We then grouped all related blog posts into “Topic Clusters” around these pillars.
On-Page Anchor Text Optimization
We audited their top 50 blog posts and added 2-3 new, contextual internal links and seo from each “cluster” post up to the “pillar” page.
We used keyword-rich Anchor Text Optimization (e.g., “employee onboarding software”) instead of “click here.”
Link Equity Distribution
This strategy funneled all the “link juice” from their high-traffic blog posts directly to the “money” pages that drive conversions.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Ranking (“employee onboarding software”) | Page 3 (#25) | Page 1 (#4) | +21 spots |
| Organic Traffic (to “Pillar” pages) | 1,500/mo | 7,500/mo | +400% |
| Organic “Demo Request” Leads | 10/mo | 45/mo | +350% |
Free Internal Link Audit
“Not sure why your money pages aren’t ranking? Claim a Free Internal Link Audit and let our internal linking optimization company find the gaps!”Get Free Audit
Advice for Marketers & Brand Owners
- Your blog is useless if it doesn’t support your “money” pages. Use a Topical Cluster & Silo Strategy to build that bridge.
- A Content Silo is a powerful way to build Topical Authority and show Google you’re an expert.
- Use keyword-rich Anchor Text Optimization. Stop using “click here.” Your anchor text is a direct ranking signal.
- Link Equity Distribution is about focusing your site’s power, not letting it spread out.
Extra Factors That Made It Work
- The Content Silo & Cluster Planning was the key insight.
- The new internal links from high-authority blog posts passed “link juice” to the money pages, causing the massive rank jump.
- Using Google Search Console’s “Links” report to confirm the new internal linking structure was being crawled.
