Most business blogs fail not because the content is bad but because it’s scattered. One post about email marketing, another about sales funnels, then a random update about a holiday sale. Google and AI tools don’t know what to do with that kind of randomness. If you want your site to show up in AI overviews and featured answers, you need clusters. Think of them as topic hubs. Instead of fifty disconnected posts, you group them around 3–5 core themes that prove you know your stuff.
What Is a Cluster Page?
A cluster page is a central hub that introduces a topic, then links out to related articles. It’s not just another blog post, it’s the map that tells search engines (and AI) how your content is organised.
Example:
Core Theme: AI Search Readiness
Cluster Page: “Get Your Website AI-Search Ready”
Supporting Posts:
Step 1: Build Cluster Pages
Step 2: Add FAQs
Step 3: Apply Schema Markup
Step 4: Format for AI
This simple structure turns random blog posts into a connected system that search engines love.
Why Clusters Work for AI Search
AI doesn’t want random opinions. It wants authority. Clusters show you are not dabbling; you have gone deep. That’s why AI tools are more likely to pull answers from a site with clear hubs than one with 100 scattered posts.
My recommendation:
Stop writing endless standalone blog posts. They don’t help anymore.
Start building clusters it’s fewer posts, better organised, with much higher impact.
Can You Build Clusters From Blog Categories?
Yes and this is often the easiest place to start. If you already have a category on your blog with 10, 20, or even 50 posts about the same subject, that’s your signal that it deserves a cluster page.
For example, if your blog has a “Yoga for Women Over 50” category with 20 posts, don’t leave them sitting there as a generic list. Create a cluster page that introduces the theme, explains why it matters, and then organises those posts into a structured hub.
Think of it this way:
Categories = a drawer full of clothes.
Clusters = folding, organising, and labelling everything so you can find it instantly.
Example: Health & Wellness Business
Let’s imagine a therapist based in Liverpool who also sells an online course about overcoming anxiety. They blog about mental health, stress, and wellness. What cluster pages could they create?
Core Cluster Themes
Overcoming Anxiety (linked directly to the online course)
Cluster Page: “Your Complete Guide to Overcoming Anxiety”
Supporting Posts: breathing exercises, daily journaling tips, grounding techniques, when to seek professional help.
Stress Management for Professionals
Cluster Page: “Stress Management Tools for Busy Professionals”
Supporting Posts: workplace mindfulness, quick relaxation methods, time management strategies, digital detox routines.
Therapy & Mental Wellness in Liverpool
Cluster Page: “Therapy Services in Liverpool: What You Need to Know”
Supporting Posts: benefits of CBT, what to expect from your first therapy session, finding the right therapist locally.
Holistic Health & Lifestyle
Cluster Page: “Holistic Health Practices for Mind and Body”
Supporting Posts: yoga for beginners, sleep routines, nutrition tips for mental wellbeing, supplements that support calm.
This way, the local audience finds her for therapy-related searches in Liverpool, while the global audience discovers her through the anxiety and stress clusters that point to her online course.
Quick Checklist: Building Your Cluster Page
- One clear hub page for each core theme.
- At least 3 supporting posts linked in.
- Internal links both ways (hub ↔ subtopic).
- Call-to-action at the end (download, contact, shop).
FAQs About Cluster Pages
Q: How many clusters should a small business start with?
A: Most small businesses see the best results by starting with three to five clusters. That’s enough to show authority without stretching yourself too thin. Each cluster should focus on one clear theme that aligns with your services or expertise. For example, a fitness coach might build clusters around nutrition, workout routines, and recovery strategies. Too few clusters make your site look incomplete, while too many means you’ll struggle to maintain consistency and quality across them all.
Q: Do I need to write all posts before publishing the cluster page?
A: No — and this is where many business owners overcomplicate things. It’s actually smarter to publish your cluster page first, even if it only has one or two supporting posts. Think of the hub as a roadmap for both readers and search engines. You can then build out the subtopics over time, gradually linking each new post back to the hub. This approach creates momentum and shows search engines that your site is growing with consistent, focused content.
Q: Can I reuse old blog posts in a cluster?
A: Yes, and this is one of the quickest ways to strengthen your site without starting from scratch. Review your older posts and ask: “Does this fit within one of my core themes?” If so, update the content to reflect your current strategy, improve formatting, and add internal links. By pulling older articles into your clusters, you recycle existing work while boosting relevance and authority. This repurposing saves time and gives your website a stronger AI-search footprint.
Visit My Cluster Page
AI Search Readiness Cluster Page
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