What a cluster actually solves
B2B buyers research in sessions spread across weeks. A cluster groups everything you believe about one problem space — so people (and search systems) see depth, not scattered hot takes.
Pick a hub that matches revenue
Your hub should map to a product line, geography, or use case your sales team recognises. If sales cannot say “this page is for X buyer,” it will not earn internal investment.
Spoke articles answer specific jobs-to-be-done
- Comparison and evaluation content (“build vs buy”, “criteria for RFPs”).
- Implementation and migration notes that reduce perceived risk.
- Proof: anonymised case patterns, metrics bands, and governance stories.
Internal linking rules of thumb
Every spoke should link up to the hub with descriptive anchor text. The hub should surface the three to five questions that gate pipeline — and link back down to the spokes that answer them in detail.
Operational cadence
Refresh hubs quarterly when pricing, compliance, or positioning shifts. Stale hubs undermine the whole cluster; search is only as trustworthy as your last update.