Content SEO
Topic clusters
I organise content in stages in the pillar + supporting model: kick-off arrangements, a content audit and indexing audit, topic and intent research, architecture design and an action plan. I deliver a cluster map with target URLs, a work backlog, briefs and a linking matrix. I then implement the changes, verify them after publication, and run measurement and iterations. Required: data, a list of URLs, the site structure and access to the CMS.
About the service
Implementing topic clusters: content audit, pillar/supporting map and linking plan
About the topic clusters service
A few service details- Kick-off and scope arrangements
- Content audit and URL indexing audit
- Topic and intent research
- Pillar + supporting cluster map
- Work backlog and content briefs
- Linking matrix, implementation, iterations
Work process
SEO topic clusters: how I run the work step by step
I run the work on topic clusters in stages: from kick-off and arrangements through to implementation. First I put the state of the content and indexing in order, then I design the pillar + supporting architecture and the linking plan. After publication I measure and introduce iterations at cluster level.
- 01/ 03
Kick-off and audit
I gather information about the offer, priorities and constraints and, based on the data and CMS access, carry out a URL inventory and an audit of content and indexing, looking among other things at duplication, keyword cannibalisation and gaps
- 02/ 03
Research and plan
I group topics and queries by intent, set the boundaries of the clusters and design the content architecture with decisions on target URLs, together with a content plan, briefs and an internal linking plan.
- 03/ 03
Implementation and iterations
I implement changes to content, linking and structure, verify them after publication, and then measure and adjust the work in iterations at cluster level.
Implementing topic clusters: the key stages
Implementing topic clusters involves organising content around topics (pillar + supporting) and planning and implementing a content architecture and internal linking geared to visibility and search intent. I run the work in stages, starting with the kick-off and arrangements and then moving through the content audit and indexing audit, topic and intent research, and decisions about cluster boundaries. The next step is the design of the cluster architecture, followed by the content plan, the preparation of briefs and the internal linking plan. The process is completed by implementing the changes and verifying them after publication, and then by measurement and iterations at cluster level.
As part of the audit I build a URL inventory and assess the quality and subject matter of the content, identifying, among other things, keyword cannibalisation, duplication, gaps, outdated content and indexing problems that affect the clusters. In the research part I group topics and queries by intent (informational, comparative, transactional, etc.) and match them to the stages of the journey and to user expectations, indicating the pillar and supporting content. The architecture design ends with the preparation of the document Deliverable: cluster map (pillar + supporting), in which I assign topics and queries to specific pages and indicate new content, updates and consolidations. I then prepare the work backlog and the content briefs, the linking plan (matrix), and move on to implementation and the later adjustments resulting from measurement.
- Stage 1: kick-off and arrangements
- Stage 2: content and indexing audit (including a URL inventory and an analysis of keyword cannibalisation and topic coverage)
- Stage 3: topic and intent research (including intent classification and matching to the stages of the journey)
- Stage 4: cluster architecture design (including decisions on target URLs and consolidations)
- Stage 5: content plan and briefs
- Stage 6: internal linking plan
- Stage 7: implementing the changes and verifying them after publication
- Stage 8: measurement and iterations, and Deliverable: cluster report and iterative recommendations
Kick-off and arrangements: analysing the offer and priorities
Kick-off and arrangements is the stage at which I gather information about the offer, segments, priorities and constraints in order to design the topic clusters correctly. At this stage I also establish whether we are working with existing content or planning new content, which affects the later audit and the content plan. In parallel, I clarify the context of the site and which topic areas are the most important to organise in the pillar + supporting model. These arrangements are the starting point for the URL inventory and for assessing where there are gaps, duplication or scattered topics.
To start the work, specific inputs are needed on the client’s side, including traffic data and conversion data, a list of URLs and information about the site structure. In practice, access to edit content in the CMS is also required, or else a person who will carry out the implementation, because the later stages include content updates, internal linking and possibly tidying up the structure. Requirement: access to data and the CMS is key, because without it the state of the content cannot be assessed reliably, nor can the work move smoothly on to implementation. The arrangements also include verifying the constraints, e.g. whether changes to URLs or to the information structure will be possible, because without consent to such changes the work is narrowed down to optimising content and linking within the existing architecture.
Content and indexing audit: inventory and keyword cannibalisation analysis
The content and indexing audit consists of collecting a full URL inventory and assessing how the existing materials support (or hinder) the building of topic clusters. First I prepare a list of pages and assign to them the basic information needed for further mapping, such as type, topic and purpose, as well as visibility or traffic — if such data is available. On that basis I assess the quality and subject matter of the content and identify the places where content is scattered or does not cover the topic in line with the intent. The audit results determine which URLs are suited to the role of pillars and which should support the topic or need rebuilding.
The analysis also covers detecting keyword cannibalisation and problems with topic coverage, i.e. situations in which many pages compete for the same queries or a topic is split across pages that are too similar. In parallel, I point out duplication, topic gaps, outdated content and elements that can hinder indexing and thereby weaken the whole cluster. These observations are used to put the topics in order and to prepare decisions on the next steps: updates, consolidations or additions. Only once the picture of what already exists has stabilised do I move on to topic and intent research.
Topic and intent research: classifying user queries
Topic and intent research consists of collecting topics and queries and grouping them according to what the user expects at a given stage. I classify queries as, among others, informational, comparative or transactional, and match them to the stages of the journey and to user expectations. I then determine which content should act as the pillar and which will support the topic in the pillar + supporting model. The result of this work is an organised set of topics that can be translated directly into the cluster architecture.
This stage also brings a decision on the size and boundaries of the clusters, i.e. whether they are to be broader (fewer pillars) or narrower (more pillars). This decision affects the number of pages to be planned, the way internal linking is handled and the amount of work needed to implement the changes. The findings from the research become the input for the cluster architecture design, where topics and intents are assigned to specific pages and target URLs. As a result, the following stages can include precise planning of new content, updates and consolidations.
Cluster architecture design: mapping and prioritisation
Cluster architecture design consists of mapping topics to specific pages and putting the priorities and implementation dependencies in order. At this stage I design the structure of the clusters: I indicate the pillar pages, the subtopics and the target URLs that are to serve a given topic area. In parallel, I identify the required changes to the information structure, if they are needed to arrange the content consistently around search intent. The result is the document “Deliverable: cluster map (pillar + supporting)”, which shows what stays, what needs updating and what should be planned as new content.
An integral part of the design is deciding on the target URLs and consolidations, so as to limit topic cannibalisation. In practice this means choosing the canonical pages for the topics and indicating where content should be merged, where URL changes are needed and where redirects are needed. If there is no consent to changes to URLs or to the information structure, the scope of this part is limited to what is possible within the existing architecture, mainly on the side of content and internal linking. Such a constraint affects the way the mapping is done, but it does not stop the work on putting the clusters in order.
- Cluster map: assigning topics and queries to pillar and supporting pages
- Priorities and dependencies: the order of the work and the areas that require changes to the information structure
- Consolidation decisions: indicating canonical pages, proposals for merging content and possible redirects
Content plan and linking: creating briefs and a linking strategy
Content plan and linking consists of translating the cluster map into a work backlog and specific guidelines for creating and updating content. In the plan I set out which materials need to be created, which updated and which merged, in order to close the gaps and put the subject matter of the cluster in order. I then prepare the content briefs, which organise the SEO requirements and the information structure for the individual subtopics. As a result, the editorial and implementation work can be carried out consistently with the agreed intents and the role of the content in the cluster.
In parallel, I develop the internal linking plan, i.e. the design of the connections between the pillar page and the supporting content, and the rules for contextual linking. I define the link placements, the suggested anchors and the context in which a link should appear, so that it supports the structure of the cluster without unnatural link stuffing. The outcome is “Deliverable: linking plan (matrix)”, which indicates where to link from and to, what to implement first and how to handle linking within the cluster. This stage prepares the implementation of the changes, but the pace and scope of delivery depend on the availability of resources for content creation and implementation.
- Content brief: scope of the topic, intent, proposed headings, elements to include, FAQ, recommendations on semantics and an indication of internal links
- Linking plan (matrix): a table of where to link from and to, suggested anchors and context, and implementation priorities
- Linking rules: guidelines for contextual linking and avoiding unnatural link stuffing
Testimonials
What clients and the industry say
Feedback from clients and industry people I have worked with on SEO projects.
I had the chance to work with Kuba at Kulturalnie o SEO, an event I organise. Kuba did a great job as a speaker and received high marks from the audience. He showed professionalism and broad knowledge. In other projects at Vestigio, Kuba shows enormous commitment, a willingness to explore and implement new ideas, and excellent organisation of his work.
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