squarespace development + strategy + UX + design & build + marketing

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I'm a freelance user experience consultant who delivers projects large and small for a client base that includes multinationals, SMEs, and sole traders.   
I specialise in formulating new media strategy, defining information architecture, user experience design, interaction design, prototyping, user research & testing, website and application building, and online marketing. 

Internal linking, Topic Clusters and Pillar Pages on Squarespace

More in SEO, Social & Analytics

The number of internal links (links from one page to another that are both on your site) that you have on your Squarespace site can boost your search ranking.

Hubspot reported a rise in Search Engine Result Page (SERP) impressions after they implemented strategies to boost internal links. (see

So why would Google trust internal links as an indicator of site quality? Well it’s all about Topic Clusters and Pillar Pages.

  • Topic Clusters are interlinked pages that are all related to a particular topic
  • Pillar Pages give an overview of a particular topic and provide links to each page that is part of the topic cluster.

The result is that the Google algorithm can more easily understand the topic of pages in a cluster and, more importantly, understand that a Pillar Page is an authority about that topic.

How can Topic Clusters and Pillar Pages be applied to improve SEO on Squarespace?

  • In blogs - Get your posts tagged and categorised and then insert pages before the standard blog list page that feature each topic area. Use summary blocks, filtered by category and/or tag to build focused Pillar Pages.
  • In ecommerce - Think about building Pillar Pages that pull together products that have common features, functionality, materials, colours, and so on. Use summary blocks and product blocks to link through to the products in that particular topic cluster.

A quibble with the way Squarespace SEO currently works

Squarespace already has a built in way of creating these cluster pages. In a blog, clicking a tag or category name will send the user to a page that aggregates all posts with that tag or category. Although they aren’t as nicely formatted as I would like a Pillar Page to be they are still doing the job of a pillar page… …except… …pages with ?tag=xxx or ?category=yyy are specifically prevented from being indexed by search engines in the site’s robots.txt file.