You know those SEO debates that just don’t seem to end? Content clusters vs. topic silos is one of them.
Everyone’s got an opinion, but we wanted real answers. So, instead of relying on blog posts and theories, we ran our own 6-month experiment. We created two different content strategies, one based on clusters, the other on silos and watched how they performed.
Here’s what we learned (and what we didn’t expect).
Quick Recap: What Are They?
If you’re new to these terms, no worries. Here’s the simple version:
Content clusters start with one big, all-in-one guide (the “pillar” page). Around that, you create smaller posts that dive into related topics. Everything is connected with links. It’s like a mini content universe on your site.
Topic silos are more like traditional folders. You group content into broad categories, and each post stays inside its section. It’s clean but compartmentalized.
Both sound solid in theory. But which one helps you grow faster?
Our Setup: Keeping It Fair
We picked six topics to focus on; three were built as clusters, three as silos. We kept everything else the same:
- Same number of posts
- Same content quality and length
- Same posting schedule (two a week)
- Internal linking based on the structure we were testing
Then, we let the data talk.
The Results: No Contest
Here’s what happened after six months:
- Traffic: Cluster content brought in 47% more traffic. Silos saw only a 19% increase.
- Time on page: People stayed longer on cluster posts, an average of 3 minutes and 38 seconds, vs. 2 minutes and 12 seconds for silos.
- Bounce rate: Lower with clusters (36%) than silos (51%).
- Keyword growth: Clusters ranked for more than double the number of new search terms.
So yes, clusters didn’t just win. They dominated.
Why Clusters Performed Better
Looking at the numbers, it’s easy to see why this happened:
1. Google “Got” It
Google understands your site better when everything is linked and focused on a single topic. We started ranking faster and more often.
2. Readers Stuck Around
Cluster pages made it easy for readers to keep learning. If someone landed on one post, they almost always clicked through to another. It felt natural.
3. Bonus Keywords
Even though we didn’t chase every keyword, we started ranking for tons of long-tail variations. The clusters pulled in traffic we didn’t even plan for.
What About Topic Silos?
They weren’t bad. In fact, silos still helped us stay organized, and they make sense for sites with many categories or products.
But when it comes to traffic growth? Clusters had more impact.
So, What’s the Move?
Start with content clusters if you’re starting a blog or trying to grow an existing one. They’re easier to build, more engaging for readers, and better for SEO. Once your site grows bigger and you need to organize tons of content, you can layer silos on top.
It’s also worth noting that content clusters aren’t just an SEO win, they improve the overall user experience. When someone lands on your site, they’re not met with isolated articles. Instead, they’re guided through a journey of related insights, which builds trust and authority.
From a brand perspective, this structure positions you as the go-to source for a topic, not just a one-off answer. That kind of engagement leads to higher conversion rates, better retention, and more organic shares. Clusters don’t just rank better, they help readers feel like they’re in the right place, and that’s hard to beat.
Final Thoughts
We didn’t expect such a wide gap in results. Both methods sounded good on paper, but only one produced real, measurable growth.
So if you’re asking, “Which one should I use?” go with clusters. They’re simple and powerful, and they just work.
And if someone tells you silos are the only way? Show them your analytics after trying this.
