Clusters in Frase help you organize related content around key themes, so you can build topical authority and improve search visibility.
Instead of publishing disconnected articles, clusters structure your content into strategic topic groups that signal expertise to search engines and make it easier for users to navigate your site.
Why Clusters Improve Rankings
1. Build Topical Authority
Search engines reward depth. When multiple related pages cover different angles of the same subject, it signals expertise.
Clusters help search engines understand:
What your site is about
Which topics you specialize in
How your content connects
2. Strengthen Internal Linking
Clusters create natural internal linking opportunities between related content. This:
Passes authority between pages
Helps search engines crawl more effectively
Improves user navigation
3. Improve Content Planning
Clusters give structure to your content calendar. Instead of asking “What should we write next?”, you expand strategically within an existing topic.
4. Track Performance by Theme
With Clusters, you can measure performance at the topic level — not just by individual articles.
This helps you identify:
Which themes drive traffic
Which topics convert
Where to invest next
How to Build Clusters in Frase
Frase can suggest content clusters based on natural themes from:
Your existing content
Your keywords
Topic relationships across your site
1
Choose 2–3 Core Topics
Start with your most important business areas.
2
Create a Pillar Page
Develop a comprehensive guide that broadly covers the topic. This will act as the central hub of the cluster.
3
Add Supporting Content
Each cluster should include 5–8 pieces of content to be effective. These articles should:
Target specific subtopics
Answer related questions
Link back to the pillar page
Link to other supporting articles when relevant
4
Expand Strategically
Once a cluster is established, continue building depth within that theme before jumping to unrelated topics. Over time, you’ll develop multiple high-authority clusters across your site.
Example
If you need inspiration, here is an example Cluster for a marketing website.
