Topical map

You win categories by covering their searches cleanly, not by posting more. A topical map forces choices: one category, several clusters, one page per search intent. Each page must hold data or an answer of its own that a reader would want.

Example: you sell time tracking. Category: time tracking. Clusters: “contractors”, “approvals”, “offline clock in”. Pages: “time tracking for contractors”, “timesheet approval process”, “offline clock in app”. URLs like /time-tracking/contractors, /time-tracking/approvals, /time-tracking/offline.

Why it matters: clear coverage improves internal links, avoids keyword cannibalisation, and gives searchers a neat route from the hub to the exact answer.

1. 1

   Pick one category to win

   Name it in plain words, for example “time tracking”. Create a hub page at /time-tracking with a short overview and links to clusters.

2. 2

   List real searches and intents

   From Search Console, “People also ask”, and rivals. Group by intent, not by synonyms. One primary query per page, for example “time tracking for contractors”.

3. 3

   Design clusters

   Turn each intent group into a cluster under the hub. Keep clusters tight. If two pages would answer the same need, merge them.

4. 4

   Plan titles and URLs

   Titles under 60 characters, clear URLs. For example, /time-tracking/contractors and a title like “Time tracking for contractors: setup and examples”.

5. 5

   Write the minimum set that covers the cluster

   Add unique data, examples, or steps. Show how your product solves the job without padding. Link down from the hub and across related pages.

A finished map looks like a hub at /time-tracking, cluster pages under it, and internal links that match the reader’s path. No duplicate angles. No orphan pages.

• Map clusters to folders or tags so you can filter performance.
• In Search Console, filter by page path like /time-tracking to see impressions, clicks and queries.
• Expect impressions to rise first. If clicks lag, fix titles and meta descriptions, and improve internal links.
• Watch for queries spread across pages in the same cluster. That is cannibalisation. Consolidate or set a clear canonical.
• Check which cluster feeds signups. Use product analytics to tag entry pages and paths.

When a page works, its queries align with its angle, and it gathers links from the hub and sibling pages. When it fails, queries look random, or the page never gets clicks.

• Publishing at scale without value. Google’s spam policies, updated March 2024, call this scaled content abuse.
• Hosting third-party filler to pad a cluster. That is site reputation abuse and can harm you.
• Buying an expired domain for authority, then bolting your map onto it. Expired domain abuse is in policy.
• Letting AI write dozens of thin pages. AI is fine. Thin, interchangeable pages are not. Each page must earn its keep.
• Splitting one intent across many pages. Merge and redirect. Use one strong page per intent.
• Orphan clusters without hub links. Surface them in navigation and from related pages.