Keyword research
Group related searches into topics
Cluster questions that share the same intent. Improve one strong page when it can answer the group, and link supporting pages where a separate need exists.
The starting point
Before you begin.
A topic cluster is a way to organize related information so readers can move from a broad question to the detail they need. It is useful only when those links make sense for the visitor.
The process
How to put it into practice.
- List related queries and review the results shown for each.
- Combine queries where the same type of page answers the same question; separate those with distinct needs.
- Map each group to an existing URL and add useful links between related pages.
List the questions and existing URLs first. Review the search results for each question, then group overlapping needs. Choose a main page only if it gives a useful overview, and link to separate pages where those pages answer distinct questions. Describe the destination naturally in each link.
A practical example
What this could look like.
A renovation company might keep kitchen renovation services separate from a guide about preparing for a renovation.
Review the work.
Keep the evidence behind your decision: the pages you checked, the date range, the data source, and any assumptions. If you make a change, record what changed and check it again using the same method where possible.
Search visibility can move for many reasons, so compare relevant periods and avoid attributing an inquiry or ranking change to one action without supporting evidence.
What to keep in mind.
Do not create multiple near-identical pages merely to target slight keyword variations.
Common questions
Frequently asked questions.
How many pages should a topic cluster have?
There is no required number. A helpful group could contain a single service page and one guide, or several genuinely distinct resources.
What if two pages cover the same topic?
Compare their purpose, audience, performance, and links. You may improve their distinctions or consolidate them after reviewing the effects of redirects.
What to do next.
Choose one relevant page or question, document what you find, and agree on the next action before expanding the work. Review the result using the data available to your business.
For the fundamentals, read what SEO is and how it works. If you need hands-on help, explore my SEO services.