Everyone wants more organic traffic. But Google rank doesn’t reward websites that simply talk about a topic — it rewards the ones that own it.
That’s where the “30 pieces of content” rule comes in. If you want your site to rank for a competitive topic, you can’t just write one great blog post. You need a content cluster — roughly 30 well-structured, interlinked pieces that together prove topical authority.
This is how modern SEO works.
Why 30 Pieces of Content Matters
1. Google Ranks Experts, Not Articles
Search engines aren’t just matching keywords anymore. They’re mapping expertise. When you publish multiple pieces around one subject — exploring its angles, questions, and nuances — you signal to Google that your site has depth.
A single post says, “I know a bit about this.”
Thirty posts say, “I live this topic.”
That’s the difference between showing up on page 10 and owning the first three search results.
2. Internal Links Build Authority
Each page in your cluster strengthens the others. When you link related posts together — like spokes connecting to a hub — Google sees clear relationships between your content.
This web of internal links helps crawlers understand structure and passes “link equity” across your pages. It’s also great for readers, who stick around longer exploring your content, signaling engagement and quality.
3. You Capture Hundreds of Search Intents
Every question someone types into Google about your topic is an opportunity. The problem? No single article can answer them all.
Thirty well-planned pieces, though, can cover everything — from broad “what is” queries to narrow, long-tail searches. Over time, those long-tail hits become the steady engine of your organic traffic.
4. Freshness and Consistency Pay Off
Google loves sites that update regularly. Publishing content consistently — especially around one focused area — keeps your domain active in the algorithm’s eyes.
Even better, new articles can link back to older ones, giving them a second life in search. That ongoing rhythm of updates keeps the topic fresh, relevant, and visible.
Building a Content Cluster That Works
The “30” isn’t magic — it’s a benchmark. You want enough content to show complete coverage, but not so much that you drown in redundancy.
The structure usually looks like this:
- 1 pillar page: A comprehensive overview that targets the main keyword.
- 20–30 supporting articles: Each one dives into a specific subtopic, comparison, question, or use case.
Together, they form a self-contained topic ecosystem.
Example: “Why Work With a Registered Investment Advisor”
Let’s say your firm wants to rank for the phrase why work with a registered investment advisor. Here’s what that 30-piece content cluster could look like.
🏛️ Pillar Page (The Core)
Why Work With a Registered Investment Advisor?
Your anchor article — a deep explainer on what RIAs are, how they operate under a fiduciary standard, and why investors should consider them over brokers.
💡 Understanding RIAs
- What Is a Registered Investment Advisor (RIA)?
- RIA vs Financial Advisor: What’s the Difference?
- How RIAs Make Money: Fee-Only vs Commission Models
- The Fiduciary Standard Explained
- Who Regulates RIAs and Why It Matters
- How RIAs Register and What That Means for You
These cover the basics — perfect for people at the top of the funnel, just beginning their research.
⚖️ RIA vs Other Advisors
- RIA vs Broker-Dealer: Key Differences
- RIA vs Robo-Advisor: Which Is Right for You?
- When to Switch from a Broker to an RIA
- Are RIAs Worth the Cost? A Side-by-Side Comparison
- Why High-Net-Worth Investors Prefer RIAs
These posts hit the comparison searches — the ones potential clients Google before making a decision.
💼 How RIAs Serve Clients
- How RIAs Build Personalized Portfolios
- Financial Planning Services Offered by RIAs
- How RIAs Handle Taxes, Estate Planning, and Retirement
- How RIAs Use Custodians to Protect Your Money
- How RIAs Manage Risk and Market Volatility
These pieces show depth and real-world utility — the kind of content that converts browsers into believers.
💬 The Client Experience
- What to Expect in Your First Meeting With an RIA
- How RIAs Communicate and Report Performance
- How RIAs Charge Fees (and What’s Fair)
- How to Evaluate Your RIA’s Performance
- Common Myths About Registered Investment Advisors
These help prospects visualize working with an RIA — and build trust along the way.
🔍 Choosing the Right RIA
- Questions to Ask Before Hiring an RIA
- How to Find an RIA That Matches Your Goals
- Red Flags to Watch for When Choosing an Advisor
- Local vs National RIAs: Which Is Better?
- How to Check an RIA’s Credentials and Disciplinary History
This cluster targets high-intent searches — people ready to hire.
🌱 Industry and Future Topics
- The Future of the RIA Model
- How Technology Is Changing the RIA Industry
- Why Younger Investors Are Turning to RIAs
These keep your site current, positioning your brand as forward-looking and credible.
How It All Connects
The structure matters as much as the content.
- The pillar page links to all 30 supporting posts.
- Each supporting post links back to the pillar and 2–3 related articles.
- All share consistent anchor text and metadata.
When Google crawls this network, it sees clear topical signals: “This site is the definitive resource for registered investment advisors.”
That’s how you move from scattered traffic to sustainable authority.
Creating 30 pieces of content around one topic isn’t about flooding your blog — it’s about building a system of depth, intent, and trust.
When you cover a subject from every angle, connect your ideas, and keep it fresh, Google starts treating your site like an expert. And experts — not one-off posts — get traffic that lasts.