SEO

Build a pillar-and-cluster internal linking plan

A scenario-based prompt for organizing existing posts into a hub-and-spoke topic cluster, including how to handle posts that don't cleanly belong anywhere.

Works with Claude / GPT2,100 uses 4.6

The prompt

seo-topic-cluster-pillar-plan
[yourdomain.com] has 85 published posts about home espresso brewing, but they're
currently linked ad hoc with no clear hierarchy. The goal is to build a topic cluster
around the pillar keyword "[espresso machines for beginners]" to consolidate topical
authority before the fall buying season.

PILLAR KEYWORD: [espresso machines for beginners]
EXISTING POST TITLES AND URLS (paste list): [paste here]
BUSINESS GOAL: [drive affiliate clicks on machine recommendations, not just traffic]

Do this the way an in-house SEO lead would structure a content audit, not a generic
list of "link related posts together":
1. Identify or draft the single pillar page that should rank for the broad head
   term, and confirm none of the 85 existing posts is secretly a better pillar
   candidate already (e.g. one with more backlinks or better rankings), in which
   case promote that one instead of creating a new page.
2. Group the remaining posts into 5-8 cluster themes (grinders, milk frothing,
   maintenance, budget tiers, etc.) based on actual search intent overlap, not just
   shared vocabulary.
3. Flag any posts that don't fit any cluster cleanly and recommend for each: fold
   into an existing post, keep standalone with its own light internal links, or
   deprecate/merge because it's thin and redundant.
4. For each cluster post, specify the exact anchor text it should use to link up to
   the pillar, and the anchor text the pillar should use linking back down, varying
   the phrasing so it doesn't read as templated.
5. Note where a reader would realistically click next partway through an article, and
   place links there instead of only in an intro or "related posts" footer.

Pillar-and-cluster plans usually fail at step 3, the leftover posts nobody has a rule for. This prompt forces a decision on every orphan post instead of quietly ignoring it, which is where most sites lose the internal-linking equity they already have.