Pillar page
A long-form page that comprehensively covers a broad topic and links out to detailed sub-topic pages — the hub in a topic-cluster strategy.
In long form.
Topic clusters organize content around a pillar (broad topic) plus cluster pages (specific sub-topics). The pillar page targets the head term ('web accessibility'), each cluster page targets a long-tail variant ('how to write accessible alt text'), and they all interlink. Pillar pages typically run 2,000–5,000+ words, organized with clear H2/H3 structure, and rank for both the head term and many long-tail variants. Cluster pages reinforce the pillar's topical authority via internal links.
For a service-based SMB, a pillar page strategy might be: one pillar per service line ('Accessibility & Compliance'), 8–12 cluster posts per pillar (WCAG 2.2 changes, Section 508 explainer, VPAT walkthrough, etc.), each interlinked.
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