Topical Clusters

Topical clusters are a strategic way to organize and structure your website content around key themes or topics. Rather than creating disconnected, standalone pages, topical clustering groups related content together in a meaningful hierarchy. This approach helps both users and search engines understand the relationships between your content pieces and recognizes your site as an authority on specific subjects.

A topical cluster typically consists of:

• Cluster Content: A comprehensive theme that broadly covers a topic
• Topic Content: Supporting pages that dive deeper into specific aspects of the main topic
• Subtopic Content: Even more specialized content that addresses specific questions or concerns within a topic

This three-tiered structure creates clear pathways between related content, improving both user experience and search visibility.

Why Topical Clusters Matter

Simply creating individual pages of content isn't enough. Here's why organizing your content into topical clusters is important:

For Users

• Improved Navigation: Helps visitors find related content easily
• Better User Experience: Creates logical pathways through your website
• Greater Value: Provides comprehensive coverage of topics users care about
• Clear Journey: Guides users from general information to specific details

For Search Engines

• Topic Authority: Demonstrates expertise in specific subject areas
• Relevance Signals: Shows the relationships between content pieces
• Semantic Understanding: Helps search engines grasp the context of your content
• Ranking Potential: Improves visibility for targeted keyword groups

For Your Business

• Content Strategy: Provides a framework for planned content development
• Content Gaps: Identifies missing topics you should address
• Resource Efficiency: Prevents duplicate content and wasted effort
• Competitive Edge: Creates more comprehensive coverage than competitors

How Topical Clusters Work

Topical clusters work by creating a hierarchy of content organized around main themes. Let's break down how this works in practice:

The Structure

A Topical Cluster is a tidy way of organizing all the content you publish around a single theme:

1. Clusters (Pillars)
   • Main themes or categories that define a broad subject area
   • Serve as the foundation for all related content

   • Example: "Home Gardening"

     Topics

   • Specific aspects or subsets of the main cluster
   • Dive deeper into particular elements of the pillar content

   • Example: "Vegetable Gardening" within "Home Gardening"

     Subtopics

   • Highly specific points within a topic
   • Answer particular questions or address niche concerns
   • Example: "Growing Tomatoes in Containers" within "Vegetable Gardening"

The Relationship

The power of topical clusters comes from the connections between these elements:

• Each cluster contains multiple topics
• Each topic may contain multiple subtopics
• Content links between these levels create a web of related information
• The structure signals to both users and search engines what content is related

The Intelligence

The topical clusters tool uses AI to:

1. Analyze your existing content
2. Identify natural topical relationships
3. Suggest logical groupings of content
4. Help identify content gaps you should fill

This intelligent approach ensures your content structure makes sense both for users and for search optimization.

Getting Started with Topical Clusters

To begin working with topical clusters, follow these simple steps:

1. Access the Topical Clusters Tool

1. Log in to your dashboard
2. In the menu choose Content → Topical Clusters

This is where you'll manage all your content clusters.

2. Select Your Project and Domain

Before you can work with clusters, you need to select:

• Project: The specific project you're working on
• Domain: The website domain you're structuring

These selections ensure you're working with the correct content set.

3. Choose Your Approach

You have two main options for creating clusters:

Option A: Process a Sitemap

• Use this if you have an existing website with content
• The tool will analyze your sitemap and suggest clusters
• Great for reorganizing existing content

Option B: Create Clusters Manually

• Use this if you're planning new content
• Build your cluster structure from scratch
• Ideal for content planning and strategy

For manual creation, you'll use the three-column interface to build your content hierarchy one item at a time. The next sections will guide you through this process.

Using the Sitemap Tool

The sitemap tool is a powerful way to automatically organize your existing content into logical clusters. Here's how to use it:

Step 1: Enter Your Website URL

In the input field at the top of the page, enter your website URL and click "Retrieve Sitemap." The tool will search for your site's XML sitemap.

Step 2: Select a Sitemap

If multiple sitemaps are found, you'll see a list. Click on the sitemap you want to process. Typically, you'll want to choose your main content sitemap.

Step 3: Review and Process URLs

The tool will display two lists:

• Processed URLs: Content that's already been categorized
• Unprocessed URLs: Content that needs to be assigned to clusters

You have two options for processing:

1. Select specific URLs: Check the boxes next to URLs you want to process
2. Process all unprocessed URLs: Click "Process Sitemap Directly"

Step 4: Wait for Processing

The tool will analyze your content and create a logical cluster structure. This may take a few minutes to several hours depending on how much content you have.

Step 5: Review the Results

Once processing is complete, you'll be taken to the cluster view where you can see how your content has been organized.

Understanding the Cluster Interface

The cluster interface uses a three-column layout that displays your content hierarchy. Each column represents a different level of your content structure:

CLUSTERS | TOPICS | SUB-TOPICS

Column 1: Clusters (Pillars)

• Lists all your main content themes (like a bookshelf)
• Typically 5-15 clusters per website
• Example: "Digital Marketing"
• Each cluster represents a broad topic area
• Click on a cluster to reveal its associated topics in the middle column
• Look for the count showing how many topics are in each cluster

Column 2: Topics

• Shows topics within the selected cluster (like books on a shelf)
• Typically 5-30 topics per cluster
• Example: "Email Marketing" within the "Digital Marketing" cluster
• Each topic is a specific aspect of the main cluster theme
• Click on a topic to reveal its subtopics in the right column
• Includes metadata like search intent and journey stage

Column 3: Subtopics

• Displays subtopics within the selected topic (like chapters in a book)
• Typically 2-10 subtopics per topic
• Example: "Welcome Email Templates" within "Email Marketing"
• Each subtopic addresses a specific question or concern
• Contains the most specialized content
• Also includes metadata about intent and purpose

Navigation and Selection

• A colored bar marks the row you've selected so you never lose your place
• The right-hand column always shows whatever sits one level below your current selection
• Click any item to select it and view its associated content

Working with the Interface

Within each column, you'll see items with various controls:

• Click an item: Selects it and loads its related content
• Ellipsis menu (...): Opens options for that item
• Status indicators: Show additional information about the content
• Link icon: Appears next to published items that have a URL
• ✓ badge: Indicates the item is published

Working with Your Content Structure

Once your clusters are created, you can modify and refine the structure. Let's walk through the typical tasks you'll perform:

Key Fields for All Records

Each item in your content structure has several important fields:

Note: Some fields will be greyed-out when they're not relevant at a particular level (e.g., Clusters don't need a URL).

Adding Content

A. Add a New Cluster

1. Press ➕ Add Cluster (top of the first column)
2. A pop-up form appears – fill in Name and hit Save
3. The column refreshes and your new Cluster is listed alphabetically

B. Add a Topic inside a Cluster

1. Click the Cluster to highlight it
2. Press ➕ Add Topic (now visible at the top of the middle column)
3. Complete the form – this time you can add URL, Intent, Journey Stage and choose a Keyword
4. Save and the Topic instantly slots under the chosen Cluster

C. Add a Subtopic inside a Topic

1. Click the Topic to highlight it
2. Press ➕ Add Subtopic (top of the right column)
3. Complete the form with all relevant details
4. Save to add the Subtopic to the selected Topic

Editing Items

To edit any cluster, topic, or subtopic:

1. Hover over an item and click the blue pencil icon (or ellipsis menu and select "Edit")
2. The same pop-up opens, already filled with the item's details
3. Make changes → Save
4. The screen refreshes and keeps the same item highlighted so you can see your update

Publishing or Unpublishing

1. Open the edit pop-up for the item
2. Flick the Published switch (grey = draft, green = live)
3. Save your changes
4. A tiny ✓ badge appears beside published items; it disappears for drafts

Moving Items

You can reorganize your content by dragging and dropping:

1. Click and hold on an item you want to move
2. Drag it to a new location
3. Release to drop it in place

Items can be moved in several ways:

• Before/After: Position above or below another item
• Inside: Make an item a child of another (when appropriate)

Deleting Items

To remove an item:

1. Click the ellipsis (...) button next to the item
2. Select "Delete" from the dropdown menu
3. Confirm the deletion

Using AI for Suggestions

The tool includes AI capabilities to help improve your content structure:

1. Click the ellipsis (...) button next to an item
2. Select "AI" from the dropdown menu
3. The system will analyze your content and suggest improvements

Setting Intent and Journey Stage

For each piece of content, you can specify:

• Search Intent: What users are trying to accomplish (Informational, Navigational, Commercial, or Transactional)
• Journey Stage: Where users are in their buying journey (Awareness, Consideration, or Decision)

To set these:

1. Edit the item
2. Select the appropriate values from the dropdowns
3. Save your changes

Best Practices for Topical Clusters

For the best results with your topical clusters, follow these recommendations:

Structure Guidelines

• Aim for 5-15 main clusters per website: Too many dilutes focus, too few lacks specificity
• Include 5-30 topics per cluster: This provides sufficient depth and breadth
• Add 2-10 subtopics per topic: Enough to be comprehensive without overwhelming
• Keep related concepts together: Don't split closely related topics across clusters
• Use clear, descriptive names: Make the purpose of each cluster obvious
• Balance cluster sizes: Avoid having some very large and some very small clusters

Content Planning

• Be consistent: Decide on a naming style ("How to…", "Guide to…", etc.) and stick with it
• Map keywords early: Linking a Topic to a keyword today means historical rank data rolls up neatly tomorrow
• Use Intent & Journey filters: Use the filter icons above each column to spot gaps in your funnel
• Keep drafts hidden: Leave "Published" off until the content is genuinely live to prevent broken links for colleagues
• Identify content gaps: Look for missing topics in your clusters
• Prioritize high-value topics: Focus on creating content for the most important gaps
• Plan content around user journey: Ensure you have content for awareness, consideration, and decision stages
• Cross-link related content: Add internal links between related topics and subtopics
• Update pillar content: Keep main cluster pages comprehensive and current

Optimization Tips

• Match intent to content: Ensure your content fulfills the identified search intent
• Create comprehensive coverage: Address all important aspects of each topic
• Use consistent terminology: Maintain the same terms across related content
• Review and refine regularly: Update your cluster structure as your content evolves
• Monitor performance: Track which clusters and topics perform best

Troubleshooting

Common Issues and Solutions

Glossary of Terms

• Cluster/Pillar: A broad content category that serves as the foundation for a group of related topics
• Topic: A specific aspect of a broader cluster theme
• Subtopic: A highly specialized piece of content addressing a specific question or concern
• Search Intent: The purpose behind a user's search (Informational, Navigational, Commercial, Transactional)
• Journey Stage: Where users are in their buying process (Awareness, Consideration, Decision)
• Sitemap: An XML file that lists the pages on your website to help search engines find and index content
• Content Gap: A topic area where you're missing content that should be created
• Pillar Content: Comprehensive, broad content that covers an entire cluster theme
• Topic Authority: How thoroughly and authoritatively you cover a subject area
• Content Hierarchy: The structured relationship between content at different levels