A keyword topical cluster map is a planning document that groups your keywords by topic and intent, assigns each group to one page, and shows how the pages link together. To make one: define your topic, list pillars, research keywords, group them, map them to pages and plan internal links.
It is the working plan behind topical authority. It also stops you writing two pages for the same search.
I’m Nazirul Islam Nakib, an SEO specialist. This is the process I follow.
What the map contains
- A core topic.
- Pillar pages for each major subtopic.
- Supporting pages for specific questions.
- The main keyword and related keywords for each page.
- Search intent and page type.
- Internal links between pages.
- Status: existing, to update or to create.
Step 1: Define your core topic
Write one sentence about what you want to be known for. Set boundaries so you stay focused.
Step 2: Choose pillar topics
Pick the three to eight big subjects under that topic. Each becomes a pillar page or section hub.
Step 3: Research keywords
For each pillar, collect related searches. Use Search Console, autocomplete, People Also Ask and keyword tools. See keyword research.
Step 4: Group by intent
Put keywords that mean the same thing together. If the same pages rank for two keywords, they likely belong on one page.
Separate different intents, such as “what is”, “how to”, “best” and “cost”.
Step 5: Assign one page per group
Each group gets one primary keyword and one URL. This prevents cannibalisation, where your own pages compete.
Step 6: Compare with existing content
Mark each group as: already covered, needs updating, needs merging or missing.
Step 7: Prioritise
Start with pillars and the pages closest to business value. Then fill the supporting pages.
Step 8: Plan internal links
Link supporting pages up to the pillar and sideways to related pages. Use descriptive anchor text.
Step 9: Build and track
Publish in order. Track impressions, rankings and conversions in Search Console. Update the map as you learn.
A simple map layout
A spreadsheet with these columns works well: pillar, page title, primary keyword, related keywords, intent, URL, status, internal links.
Common mistakes
- Targeting the same keyword on several pages.
- Mapping by keyword only and ignoring intent.
- Building the map and never updating it.
- Leaving out internal links.
Frequently asked questions
How many clusters do I need?
Start with a few that match your business. Expand as they mature.
How many keywords per page?
One primary keyword and a set of closely related ones.
Do I need special software?
No. A spreadsheet is enough.
See also semantic SEO. For help, see my content SEO service, request a free website audit, or visit the home page.
