Topical Clusters

Random posts are stalling your growth. Scattered content confuses search engines and frustrates visitors who can't find what they need.

The Topical Clusters tool transforms disconnected pages into a strategic content ecosystem that search engines reward with higher authority and better rankings.

What scattered content costs you

Publishing without structure hurts your search performance:

• Lost topic authority because search engines can't see your expertise
• Poor user experience from visitors unable to find related content
• Wasted resources creating duplicate or conflicting content
• Missed opportunities from content gaps you don't know exist

Build recognised topic authority

Create content structures that search engines understand and reward:

• Clear expertise signals through organised content hierarchies
• Connected content webs that reinforce topic relationships
• Comprehensive coverage that outperforms competitor fragments
• Strategic content planning based on proven authority-building frameworks

Three-tier structure that makes sense

Clusters (Pillars): Broad themes establishing your core expertise areas

• Like a bookshelf representing your knowledge domains
• Example: "Digital Marketing" covers your entire marketing expertise

Topics: Specific aspects within each cluster

• Like individual books on that expertise shelf
• Example: "Email Marketing" within your Digital Marketing cluster

Subtopics: Specialised content addressing specific questions

• Like chapters within each topic book
• Example: "Welcome Email Templates" within Email Marketing

How to build topical clusters

Two approaches to building your structure:

Option A: Process existing content

1. Navigate to Content → Topical Clusters
2. Select your project and domain
3. Enter your website URL and click "Retrieve Sitemap"
4. Choose your main content sitemap from the list
5. Select specific URLs or process all unprocessed content
6. Wait for AI analysis to create logical cluster structure

Option B: Build from scratch

1. Access the three-column interface
2. Create clusters manually using the ➕ Add Cluster button
3. Build topics within each cluster
4. Add subtopics for detailed coverage

Understanding the three-column interface

Column 1: Clusters (Pillars)

• Lists main content themes (5-15 per website typically)
• Broad topic areas like "Digital Marketing"
• Click any cluster to reveal its topics in middle column
• Shows count of topics within each cluster

Column 2: Topics

• Shows specific aspects within selected cluster (5-30 per cluster)
• Examples: "Email Marketing" within "Digital Marketing"
• Click any topic to reveal subtopics in right column
• Includes search intent and journey stage metadata

Column 3: Subtopics

• Displays specialised content within selected topic (2-10 per topic)
• Examples: "Welcome Email Templates" within "Email Marketing"
• Most specific level addressing particular questions
• Contains detailed intent and purpose information

Key fields for all content pieces

Essential information for each item:

• Name: Clear, descriptive label for easy identification
• URL: Live article location (optional for drafts)
• Search Intent: Purpose (Informational, Navigational, Commercial, Transactional)
• Journey Stage: User position (Awareness, Consideration, Decision)
• Keyword: Any tracked keywords you've imported
• Published: Status toggle (grey=draft, green=live)

Adding new content

Creating clusters:

1. Click ➕ Add Cluster at top of first column
2. Fill in Name field and click Save
3. New cluster appears alphabetically in list

Adding topics:

1. Select parent cluster to highlight it
2. Click ➕ Add Topic at top of middle column
3. Complete form with URL, Intent, Journey Stage, Keyword
4. Save to slot topic under chosen cluster

Creating subtopics:

1. Select parent topic to highlight it
2. Click ➕ Add Subtopic at top of right column
3. Fill all relevant details in form
4. Save to add subtopic under selected topic

Editing and managing content

Editing items:

• Hover over item and click blue pencil icon
• Make changes in pop-up form
• Save to update (screen keeps item highlighted)

Publishing content:

• Open edit pop-up for any item
• Toggle Published switch (grey=draft, green=live)
• Save changes to update status
• Published items show ✓ badge

Moving content:

• Click and hold item to drag
• Drop in new position (before, after, or inside other items)
• Release to reorganise structure

Using AI suggestions:

• Click ellipsis (...) next to any item
• Select "AI" from dropdown menu
• Review system suggestions for improvements

Filtering and navigation

Focus on specific content types:

• Use filter icons above each column
• Filter by search intent (Informational, Commercial, etc.)
• Filter by journey stage (Awareness, Consideration, Decision)
• Identify content gaps in your funnel

Four ways clusters boost your SEO

1. Establish clear topic authority

Organised content signals expertise to search engines:

• Connected content pieces reinforce your knowledge depth
• Comprehensive coverage demonstrates thorough understanding
• Strategic internal linking passes authority throughout topics
• Clear hierarchy helps search engines understand your focus areas

2. Improve user experience and engagement

Logical structure keeps visitors engaged longer:

• Easy navigation between related content pieces
• Clear pathways from general to specific information
• Reduced bounce rates from better content discovery
• Higher conversion rates through guided user journeys

3. Identify high-value content gaps

Stop guessing what content to create next:

• Spot missing topics that competitors aren't covering
• Prioritise content with highest traffic potential
• Build comprehensive coverage that users love
• Target search intent gaps in your content strategy

4. Plan strategic content development

Create content that builds on existing authority:

• Map new content to strengthen weak topic areas
• Plan content series that reinforce topic clusters
• Ensure balanced coverage across user journey stages
• Develop content that supports business objectives

Content planning best practices

Structure guidelines

Optimal cluster sizing:

• 5-15 main clusters per website for focused authority
• 5-30 topics per cluster for comprehensive depth
• 2-10 subtopics per topic for complete coverage

Organisation principles:

• Keep related concepts together in logical groupings
• Use clear, descriptive names for easy identification
• Balance cluster sizes to avoid overwhelming complexity
• Maintain consistent naming conventions throughout

Strategic content development

Intent and journey alignment:

• Informational content for awareness stage users
• Commercial content for consideration stage prospects
• Transactional content for decision-ready visitors
• Navigational content for existing customers

Content gap identification:

• Review each cluster for missing topics
• Identify underserved search intents
• Find opportunities competitors are missing
• Prioritise gaps with highest business value

Ongoing optimisation

Regular maintenance tasks:

• Update cluster structure as content evolves
• Monitor performance of different topic areas
• Refine organisation based on user behaviour
• Add new content to strengthen weak clusters

Performance tracking:

• Monitor which clusters drive most traffic
• Track conversion rates by topic area
• Identify top-performing content patterns
• Use insights to guide future content planning

Understanding search intent and journey stages

Search intent types

Informational: Users seeking knowledge and understanding

• How-to guides, tutorials, explanations
• Educational content building awareness
• Answer common questions in your industry

Commercial: Users researching products or services

• Comparison content, reviews, case studies
• Content for consideration stage prospects
• Help users evaluate options

Transactional: Users ready to take action

• Product pages, service descriptions, contact forms
• Decision stage content that drives conversions
• Clear calls-to-action for ready buyers

Navigational: Users looking for specific websites or brands

• Brand pages, company information, contact details
• Support existing customer relationships

User journey stages

Awareness: Users discovering they have a need

• Broad educational content
• Problem identification and explanation
• Building trust and credibility

Consideration: Users evaluating solution options

• Detailed comparison content
• Feature explanations and benefits
• Social proof and testimonials

Decision: Users ready to choose a solution

• Specific product or service information
• Pricing, guarantees, next steps
• Clear conversion pathways

Common questions answered

How many clusters should I create?

Start with 5-15 main clusters focusing on your core business areas. Too many dilutes authority, too few lacks specificity.

Can I reorganise clusters after creating them?

Yes, use drag-and-drop to move content between clusters. The flexible structure adapts as your content strategy evolves.

Should I create all content before clustering?

No, you can plan clusters first then create content strategically to fill gaps. This prevents random content creation.

How do I know if my clusters are working?

Monitor metrics like time on site, pages per session, and conversion rates. Well-structured clusters improve all these metrics.

Can I import existing content automatically?

Yes, the sitemap processing feature analyses existing content and suggests logical cluster organisation automatically.

What if I have content that fits multiple clusters?

Choose the primary cluster and use internal linking to connect related content. Avoid duplicating content across clusters.

How often should I review my cluster structure?

Review quarterly or when adding significant new content. Clusters should evolve with your business and content strategy.

Should every piece of content fit in a cluster?

Ideally yes, but some standalone content like legal pages or temporary campaigns may exist outside the main cluster structure.