Common Mistakes to Avoid When Building Topical Authority Clusters

Topical authority is a buzzword that gets thrown around in SEO circles, but in practice, it’s a strategic way to dominate your niche. Instead of chasing individual keywords, you build clusters of related content that demonstrate depth, expertise, and interconnectivity. But despite its power, it’s easy to get wrong.

In this post, we’re going to look at the most common mistakes people make when building topical authority clusters, from poor planning to weak internal linking. If you’re planning to invest time or money into building out your authority, read this first. Avoiding these errors will save you time, protect your rankings, and help your content strategy actually work.

If you need a broader overview of how exactly to begin with building topical authority, take a look at our topical authority guide we prepared just to help you along on your SEO journey to build the topical authority your website deserves.

If you are still struggling with building topical authority, why not let us help you with our topical authority packages designed to give you a solid authority boost in your niche!

Without further ado, let’s dig in.

1. Writing Content Without a Core Topic

The biggest issue we see is jumping into content production without defining a clear, focused topic. People think more content equals more rankings, but without a defined topical anchor, your cluster lacks purpose.

Example: You start writing articles on SEO, but they cover wildly different subtopics: local SEO for dentists, link building for SaaS, technical audits for enterprise. These aren’t bad topics on their own, but together they fail to build authority in a single area.

Fix: Start by choosing a core focus. For example, “Local SEO for healthcare businesses.” Then, break that down into subtopics: citations, GBP optimization, review generation, local link building, etc.

2. Targeting Too Many Topics at Once

It’s tempting to cover all the things your target audience might be searching for, especially if you want your site to grow fast. But chasing multiple topics dilutes your authority across all of them. We cover exactly why focusing on a single, key topic is important in our guide on the importance of topical authority.

Example: A digital marketing blog tries to write about SEO, PPC, email marketing, branding, and social media simultaneously. None of those clusters reach the depth needed to dominate a SERP.

Fix: Prioritize one cluster at a time. Build 10+ tightly connected articles around a single theme. Only move on once you’ve established yourself in that topic.

3. Thin Supporting Content

Many people get the pillar page right, but then rush through supporting content. Instead of deep-dive articles, they write short, 600-word overviews that don’t add much.

Example: You write a pillar post on “How to Start a Dropshipping Store” and then slap on three shallow posts titled “What is Shopify?”, “Why Use Oberlo?”, and “Top 5 Niches.” These don’t move the needle.

Fix: Every supporting article should stand on its own. Aim for 1,200–1,500 words minimum with real depth. Think tutorials, comparisons, common pitfalls, FAQs, etc. The more helpful and complete your content, the more likely it is to rank—and support your pillar.

4. Overlapping or Competing Content

Another common pitfall, especially for larger sites or those publishing at scale, is unintentional content cannibalization. This happens when multiple articles target the same or very similar keywords without clear differentiation.

Let’s say you run a gaming website. You might have articles titled:

• “Best Budget Gaming Laptops in 2024”
• “Top Cheap Gaming Laptops Under $800”
• “Affordable Gaming Laptops for Beginners”

On the surface, these seem unique. But to Google, they might all be competing for the same search terms. The result? None of them rank particularly well.

Why this hurts you:

• Search engines struggle to decide which page to rank.
• You dilute authority across multiple pages instead of consolidating it.
• Your internal links and backlinks may be scattered instead of focused.

How to fix it:

• Audit your existing content to find overlapping keywords and intent.
• Consolidate similar articles into a single, stronger resource.
• Use canonical tags where appropriate.
• Ensure each piece in your cluster serves a distinct purpose and doesn’t blur into others.

A well-built cluster should resemble a tree, with one strong trunk (your pillar) and clear, branching topics. Avoid branches that compete for sunlight.

5. Poor Internal Linking Strategy

Internal links are the glue that turns a group of articles into a content cluster. Too often, people publish content and move on, without strategically linking it together. Search engines use internal links and their anchor texts to fully understand what your page is about and how it relates to your other pages. See this documentation on how search engines use internal links for more information.

Example: Your blog has 10 articles on local SEO, but none of them link to the main guide. Or worse, they only use vague anchor text like “click here” or “learn more.”

Fix: Use keyword-rich anchor text that describes the page you’re linking to. Connect all supporting articles to your main guide, and vice versa. Also link between supporting posts where contextually appropriate.

Pro tip: create a visual map of your cluster so you can track what’s linked and what isn’t. To help you with that, check out our free internal link visualization tool, which will build the internal link map for you!

6. Incorrect Use of Link Anchors

Anchor text plays a critical role in signaling relevance to search engines. But misuse can dilute your topical signals—or worse, trigger penalties.

Common Anchor Mistakes:

• Generic anchors: Using text like “click here” or “read more” misses the opportunity to reinforce keywords.
• Over-optimization: Repeating exact-match anchors excessively can make your link profile look spammy.
• Inconsistent phrasing: Linking to the same page using 10 different phrasings (e.g., “budget PC guide,” “cheap gaming rigs,” “affordable build article”) weakens semantic cohesion.

How to Fix It:

• Use descriptive, keyword-rich anchors that match the target page’s topic.
• Mix exact-match with partial-match and contextual anchors.
• Maintain consistency when referencing pillar content across your site.

Example: Instead of “Click here for more,” use “Check out our full budget gaming PC build guide.”

By using anchors thoughtfully, you strengthen the thematic relevance of your content and improve crawlability for search engines.

7. Ignoring User Intent

Just because an article fits your topic doesn’t mean it’s what users actually want. One of the most common mistakes is writing content that doesn’t match search intent.

Example: You write “How to Choose a Keyword Tool” but it reads like a listicle. Meanwhile, the top-ranking pages are detailed tutorials with screenshots, comparisons, and decision trees.

Fix: Study the SERP before writing. Look at what formats and angles Google is rewarding. Align your content structure with that intent, but make yours more comprehensive.

8. Not Using Structured URLs

Your URL structure helps Google understand your site’s hierarchy. If all your URLs sit at the root level, it becomes harder to communicate which content belongs in a cluster.

Example:

/seo-guide

/local-seo-for-restaurants

/link-building-for-local-seo

These should ideally live under a structured path like below:

/seo/

  /seo/local-seo-guide

  /seo/local-seo-citations

  /seo/local-seo-reviews

Fix: Use URL folders to group your content clusters. This improves crawlability, makes navigation easier, and reinforces topical relevance.

9. No Plan for Backlinks

You can write the best content in the world, but without backlinks, your cluster might never get the visibility it deserves. Many site owners assume internal linking is enough.

Example: Your pillar page is well-written and well-structured, but it’s sitting on page 3 of Google months after publishing. No one is linking to it.

Fix: Build backlinks directly to your pillar content. Consider guest posting, niche edits, or PR campaigns to build authority. Once the main guide gains traction, it can pass authority to the rest of the cluster.

10. Forgetting to Update the Cluster

Google loves fresh content. Leaving a content cluster untouched for years is a missed opportunity, especially when competitors are updating their pages regularly. We cover the importance of using older content to pass authority to newer topical content in our post on topical authority tips.

Example: You created a cluster around “Best Project Management Tools” in 2021. It hasn’t been updated, but the SERPs are now full of 2024 editions.

Fix: Schedule regular content audits. Update stats, refresh screenshots, add new subtopics, and revise internal links. Treat your cluster as a living asset.

11. Poor User Experience

You can have all the content in the world, but if your site feels like a maze, people won’t stick around to read it — and neither will Google. A poor user experience can completely undermine topical authority because authority isn’t just about having the content; it’s about making it easy to access, navigate, and digest.

Example: Imagine you’ve written 80 fantastic posts on indoor gardening, covering everything from propagation to pest control. But on your site, they’re scattered with no clear categorisation, the navigation bar hides key pages, and the mobile view is clunky. A reader searching for “how to fix yellowing leaves on pothos” lands on your article, but when they want to explore related posts, they can’t find them easily. They bounce back to Google, and your hard work goes to waste.

Comparison: Think about the difference between a tidy, well-organised library and a chaotic one where books are dumped on the floor. The chaotic library might technically have the same information, but if no one can find it, the library isn’t much of an authority. Google works the same way.

Fixes:

• Improve navigation: Group content into clear categories and add internal links so users can move seamlessly between related posts.
• Optimise for mobile: If your site looks great on desktop but breaks on mobile, you’re leaving authority on the table.
• Make it readable: Use headings, short paragraphs, and visuals. Authority comes from clarity, not complexity.
• Use topic hubs or pillar pages: These act like a “contents page” for your clusters, guiding users (and Google) through your coverage logically.

Topical authority only works if your users can experience it. A good test is this: could someone land on any page of your site and, within a couple of clicks, explore a whole cluster of related posts? If not, you’ve got user experience gaps to fix.

12. Focusing on Volume over Quality

Another common mistake is thinking topical authority is purely a numbers game, i.e. the more posts you publish, the more authoritative you’ll look. But pumping out content without depth or purpose is like trying to win a marathon by taking as many steps as possible, even if half of them are in the wrong direction.

Example: A local law firm decides they need to build topical authority on “family law.” They churn out 100 short blog posts in a month, each only 300 words, with little substance. Meanwhile, a competitor publishes 20 long-form, well-structured guides complete with FAQs, case examples, and internal links. Guess which site Google trusts more? Spoiler: it’s not the one with 100 thin pages.

Fixes:

• Prioritise depth: Each post should fully answer the search intent, not just skim it.
• Consolidate thin content: If you have lots of overlapping posts, merge them into comprehensive resources.
• Focus on unique value: Don’t just rehash what competitors are saying. Add original insights, local angles, or case studies.
• Slow down publishing if needed: It’s better to publish fewer, higher-quality posts consistently than flood your site with rushed ones.

The bottom line: 30 exceptional, interconnected posts will beat 100 mediocre ones every time. Authority is earned through quality, not sheer volume.

Conclusion

Building topical authority clusters is one of the most powerful SEO strategies right now—but it’s also one of the easiest to get wrong. Skipping planning, ignoring search intent, or writing thin content can undermine months of effort.

If you want to build topical authority that lasts, treat it like a product launch. Define your focus, map out the architecture, invest in quality content, and revisit it often.

Avoid the mistakes above, and you’ll be in a much better position to build a site that ranks, earns links naturally, and serves as a genuine resource in your niche