Keyword Clustering: Boost Your SEO Content Strategy

Hundreds of keywords, one messy spreadsheet, and no clear idea what to publish next—that’s where many SEO content strategies stall. Traffic plateaus, content overlaps, and high-intent topics get buried because everything feels scattered and reactive instead of structured and strategic.

Keyword clustering turns that chaos into a focused content roadmap, connecting related queries into topic groups that support search intent, internal linking, and scalable workflows. You’ll see how to group keywords into meaningful clusters, map them to content types, and align them with production processes. It takes planning and consistent effort, but the payoff is a more efficient strategy that compounds results over time.

Keyword clustering isn’t just another SEO trick—it’s the shift from chasing individual keywords to architecting entire search ecosystems, giving content creators, agencies, and growth-focused marketing teams the power to turn scattered ideas into a streamlined, revenue-driving strategy.

Reference:
How Keyword Clustering Can Boost Your SEO Content …

Introduction

Hook

Most brands don’t struggle with ideas; they struggle with organizing them into a repeatable SEO content system. If your blog looks like a mix of random posts on half-related topics, you’re not alone. That chaos usually shows up as inconsistent rankings, content that doesn’t convert, and keyword lists that never turn into a clear roadmap.

When Ahrefs audited its own blog, they found overlapping posts targeting similar keywords that diluted performance. That’s exactly what happens when keywords live in spreadsheets instead of structured clusters. Keyword clustering turns scattered lists into a workflow that tells you what to write, when, and why.

Problem and Opportunity

Many content teams still publish one keyword at a time: one blog for “best CRM,” another for “CRM tools,” another for “CRM software comparison.” That approach creates keyword cannibalization, thin content, and bloated editorial calendars. It also makes it harder to build topical authority the way Google rewards brands like HubSpot or NerdWallet.

By grouping related keywords into focused clusters—like a “small business CRM” hub with supporting articles—you consolidate intent and send clear topical signals. Structured clusters simplify planning, let you rank for dozens of variations with fewer pages, and drive more organic traffic without endlessly increasing word count or post volume.

What Readers Will Learn

This guide explains what keyword clustering means in modern SEO, beyond just dumping phrases into a tab. You’ll see how clusters connect search intent, internal linking, and content briefs into one workflow. That context is critical if you want your content library to behave more like a product roadmap than a blog archive.

You’ll learn how to implement keyword clustering step-by-step inside an SEO content workflow platform—from importing research, grouping by intent and SERP overlap, and prioritizing clusters, to generating briefs and tracking performance. By the end, you’ll know exactly how to move from raw keyword exports to a measurable content engine.

Who This Is For and Expectations

This article is for solo content creators, SEO agencies, and in-house marketing teams that need structure without adding headcount. If you’re managing content for a growing SaaS company or an eCommerce brand and juggling dozens of topics, clustering will help you decide what deserves a full guide, a supporting post, or just a section.

You can expect both strategy and tactics: frameworks for building topic clusters, plus concrete steps, examples, and workflows you can recreate inside your SEO content platform. The goal is simple—give you a repeatable process that turns keywords into briefs, briefs into content, and content into traffic and pipeline.

1. Understanding Keyword Clustering and Topic Clusters

What Is Keyword Clustering in Modern SEO?

Keyword clustering means grouping semantically related search terms into a single topical set, then creating content that addresses the whole theme. Instead of writing one article for “CRM software” and another for “customer relationship management tools,” a modern cluster treats them as part of the same intent-driven topic.

This approach aligns with how Google interprets entities, topics, and user intent using systems like RankBrain and BERT. When HubSpot publishes a guide on “CRM for small business,” it naturally ranks for dozens of variations, from “best CRM for startups” to “cheap CRM tools,” because the content covers the broader cluster comprehensively.

Keyword Grouping vs. Single-Keyword Targeting

Traditional SEO workflows centered on one page, one primary keyword, and a few exact-match variations. That often led to dozens of near-duplicate pages chasing tiny keyword differences like “SEO content workflow” vs. “content workflow for SEO teams.”

Modern keyword grouping lets a single asset or cluster target many closely related terms and long-tail phrases. For instance, Ahrefs’ guide on “keyword research” ranks for thousands of keywords, reducing the need for multiple thin pages and concentrating authority into a few highly relevant resources.

Role of Topic Clusters in Search Engine Understanding

Topic clusters organize content around a central pillar page with multiple supporting pages, as described in SEO topic clusters and how to create them. This structure signals depth and breadth on a subject, showing search engines that your site is a credible authority on that theme.

For example, an SEO agency might build a pillar on “technical SEO” supported by pages on crawl budget, log file analysis, and Core Web Vitals. Internal links between these assets help algorithms understand relationships between queries and pages, improving relevance and crawl efficiency.

Why Keyword Clustering Is Critical for Scalable SEO Content Workflows

Keyword clustering turns chaotic keyword dumps into clear themes and content roadmaps. Content teams can see, at a glance, that 200 keywords roll up under “local SEO for multi-location brands,” informing one pillar and 5–10 supporting articles instead of 50 disconnected posts.

This prevents duplicate efforts, overlapping topics, and inconsistent optimization across writers and agencies. Platforms like Semrush and content workflow tools commonly use clustering to centralize briefs, assign topics by cluster, and maintain a coherent, scalable publishing calendar across large teams and high-growth websites.

2. Laying the Foundation: Research for Effective Keyword Grouping

Define Core Topics, Products, and Audience Problems

Effective keyword grouping starts with clarity on what you sell and who you serve. Map each core product or service line to broad topics, such as “SEO content workflow software,” “content briefs,” and “keyword clustering” if you offer a platform similar to Clearscope or Surfer.

Then list concrete pain points and jobs-to-be-done: a marketing team at HubSpot might focus on “scale content without losing quality,” while a small agency might care about “reduce time spent on keyword research by 50%.” Use these recurring questions and frustrations as anchors for initial keyword discovery and cluster planning.

Collect Raw Keyword Data from Tools and SERPs

Once themes are clear, pull large keyword sets from tools like Google Keyword Planner, Ahrefs, or Semrush. For example, export all terms related to “content brief template” with volume, CPC, and difficulty into a spreadsheet as your raw data.

Complement tool data with SERP insights: scrape People Also Ask, related searches, and autocomplete suggestions for variations such as “SEO content brief example” or “how to write an SEO brief.” These SERP-driven phrases often reveal long-tail opportunities your competitors at agencies like Siege Media or Victorious are already targeting.

Identify Search Intent Types

Before clustering, classify each keyword by intent: informational (“what is keyword clustering”), commercial (“best keyword clustering tools”), transactional (“buy SEO content software”), or navigational (“Semrush login”). This mirrors how Google structures results and helps you align content formats with expectations.

Use SERP signals as your guide. Heavy ad presence and product listings indicate transactional intent, while guides, how-tos, and comparison pages signal informational or commercial research. Avoid combining conflicting intents on a single page; for instance, keep “keyword clustering tutorial” separate from a “keyword clustering software pricing” page to maintain focus and relevance.

Evaluate Difficulty, Volume, and Business Value

With intents defined, evaluate keywords on three axes: difficulty, search volume, and business value. A term like “SEO content strategy” may have high volume but intense competition, while “AI-generated content briefs” might be lower volume yet easier to rank and tightly aligned with your product.

Score business value by how directly a keyword connects to revenue. For an SEO content workflow platform, “content brief generator” is far more valuable than a broad term like “what is SEO.” Agencies such as Animalz often prioritize mid-volume, high-intent terms that consistently generate qualified leads rather than chasing only top-volume head keywords.

Reference:
The Complete Keyword Research Checklist for 2025 [Step- …

3. How to Build Keyword Clusters Step-by-Step

Group Keywords by Semantic Similarity and Intent

Start by exporting a master keyword list from tools like Ahrefs or Semrush and scanning for phrases that clearly talk about the same thing. Group together keywords that share wording and topical meaning, such as “project management software,” “best project management tools,” and “SaaS project management platforms.” These all point to one core concept and can fuel a single, authoritative page.

Then validate that each group shares the same primary search intent—informational, commercial, or transactional. For example, HubSpot separates “what is CRM” (education) from “CRM pricing” (buying research) instead of forcing them into one page. You can speed this up with automated clustering features in tools inspired by methods shown in How to Build an SEO Content Strategy with Keyword Clustering, then manually refine edge cases.

Use SERP Overlap to Validate and Refine Clusters

Once you have draft clusters, check the SERPs to confirm Google treats those queries as the same topic. Search each keyword and note how many of the top 10 URLs repeat. If “email marketing software” and “best email marketing tools” share 7–8 of the same ranking domains—like Mailchimp, Klaviyo, and HubSpot—you can confidently keep them in one cluster and plan a single comparison page.

Low overlap means you’re probably mixing topics. For instance, “content calendar template” often shows free templates from Asana or Notion, while “content planning strategy” returns guides from Backlinko and Ahrefs. Those deserve separate clusters. This SERP-similarity approach is the same principle emphasized in the keyword clustering workflow, and it helps you avoid creating pages that confuse both search engines and readers.

Reference:
How to do Keyword Clustering: A Step by Step Guide

4. Designing Topic Clusters that Align With Your SEO Content Workflow

Map Clusters to the Buyer’s Journey and Funnel Stages

Strong topic clusters mirror how real buyers search from first question to final decision. When you assign clusters to funnel stages, your content calendar becomes a guided path instead of a pile of disconnected posts.

For awareness, focus on informational clusters like “what is marketing automation” or “how to do keyword research,” similar to HubSpot’s educational library that attracts millions of top-of-funnel visits each month. These explain concepts, define terms, and help users diagnose problems before they ever compare tools.

For consideration, build clusters around comparisons and evaluation, such as “SEO content workflow tools” or “ContentKing vs Screaming Frog.” At the bottom of the funnel, design transactional clusters like “buy SEO content software” or “SEO content platform pricing” and tie them to high-intent pages, demos, and free-trial flows.

Turn Keyword Clusters into Pillar Pages and Supporting Articles

Once clusters are validated, translate them into a content architecture your team can execute repeatedly. Each cluster should include one comprehensive pillar page supported by several focused articles that go deeper into subtopics.

For a “content brief templates” cluster, the pillar might be “The Complete Guide to SEO Content Briefs,” with supporting posts on “How Semrush Users Build Briefs,” “Content Brief Checklist,” and “Brief Examples for B2B SaaS.” In your content brief, document the primary keyword, secondary terms, FAQs from tools like AlsoAsked, and required internal links to related product and case study pages.

Prioritize Clusters for Impact and Feasibility

Not every cluster deserves attention right away, especially for lean teams. A simple scoring model keeps decisions objective and aligned with revenue goals rather than vanity traffic.

Create a 1–5 score for potential traffic (based on search volume and SERP click-through), business value (likelihood to influence pipeline or sign-ups), and difficulty (Domain Rating of competitors from Ahrefs or Semrush). For example, a “SEO reporting templates” cluster with 3,000 monthly searches, clear SaaS intent, and mostly mid-tier competitors might outrank a huge but low-intent cluster like “what is SEO.”

Integrate Keyword Clustering into Your Editorial Calendar

When clusters drive your editorial calendar, content production becomes more predictable and your internal linking structure improves automatically. Instead of chasing isolated keywords, you ship complete topic ecosystems in focused sprints.

Use tools like Asana or Notion to group briefs, drafts, design assets, and SEO QA tasks by cluster. For example, an agency might schedule the entire “local SEO for dentists” cluster in a two-week sprint: pillar guide in week one, supporting posts on Google Business Profile, reviews, and citation building in week two, all published within the same month to build topical authority quickly.

Reference:
SEO Topic Clusters: Complete Guide, Examples & Free … – Moz

5. Operationalizing Keyword Clustering in a Content Team or Agency

Build a Repeatable Clustering Process in Your Workflow Platform

Operationalizing keyword clustering starts with turning it into a defined workflow, not a one-off SEO task. In platforms like Asana, ClickUp, or Notion, document each stage: keyword import from Ahrefs or Semrush, clustering rules, human validation, and final approval.

For example, an agency might create a ClickUp template where every new cluster includes fields for target URL, cluster name, search intent, and optimization notes. Automations can tag high-intent keywords, sort by search volume, and assign scores based on difficulty, so strategists focus on decisions instead of manual sorting.

Collaborate Across SEO, Content, and Stakeholders Using Shared Clusters

Clusters work best when everyone can see and understand them. Use shared boards in tools like Monday.com or Trello so SEOs, writers, and product marketing can view topic clusters, mapped URLs, and status in one place.

At a SaaS company, for instance, a shared “Customer Onboarding” cluster board can align SEO with customer success content. Stakeholders quickly see which cluster supports free-trial signups, which pages are live, and where gaps remain, reducing duplicate efforts and misaligned briefs.

Create Content Briefs That Leverage Full Keyword Clusters

Every content brief should translate a keyword cluster into a clear plan. Include the primary keyword (e.g., “marketing automation software”), secondary terms, related questions from People Also Ask, and intent (comparison, informational, transactional).

A B2B agency might build a brief template in Notion that lists required H2s, FAQs, and internal links to the pricing and case study pages. Writers then know they must cover workflows, integrations, and ROI proof points to fully serve the cluster, not just rank for a single phrase.

Version, Update, and Expand Clusters Over Time

Clusters are living assets that need maintenance as search behavior and products evolve. Set quarterly reviews to add emerging queries from Google Search Console and remove terms that no longer match your offering.

A DTC brand like Casper could update its “sleep hygiene” cluster when launching a new pillow line, adding keywords around neck support and side-sleeper pain. Tracking version history in Airtable or Notion helps teams see when a pillar page was last updated, why changes were made, and which new supporting articles are required.

Reference:
Keyword Clustering: The Complete Process for Organizing …

6. On-Page Optimization and Internal Linking for Topic Cluster Success

Optimize Pages to Cover the Entire Keyword Cluster

Strong topic clusters start with pages that fully address the core topic and its related subtopics. Each asset should be mapped to a primary keyword plus several secondary terms that reflect real questions your audience is asking.

For example, a pillar on “content brief software” might target that head term, while naturally including secondary keywords like “SEO content briefs,” “editorial workflow,” and “AI brief generation” in headings, FAQs, and examples.

Use Headlines, Subheadings, and Copy to Reflect Clustered Terms

Clear, descriptive headings help search engines and readers understand how each page fits the cluster. Align H1s and H2s with search phrasing, such as “How to Build a Topic Cluster Strategy for SaaS” instead of a vague title like “Our Content Approach.”

Semrush and Ahrefs both recommend mirroring long-tail queries in subheadings to capture featured snippets, so include phrasing like “what is a topic cluster in SEO” or “topic cluster examples for agencies” where it fits naturally.

Build Internal Linking Structures That Reinforce Topic Clusters

Internal links signal relationships between cluster pieces and guide users deeper into your content. Link from supporting articles to your pillar using anchor text that reflects intent, such as “topic cluster framework” instead of “click here.”

HubSpot’s topic cluster model shows this clearly: each blog post about content strategy, pillar pages, or keyword research links back to the main “SEO topic clusters” guide, while also interlinking related posts to form a tight hub.

Measure Engagement Signals to Refine Cluster Coverage

Analytics reveal whether your cluster content truly satisfies search intent. Track time on page, scroll depth, and bounce rate for each URL in the cluster using tools like Google Analytics 4 and Microsoft Clarity.

If visitors consistently drop off before reaching internal links or FAQ sections, that usually indicates weak alignment with the query. In that case, expand sections, add examples, or restructure headings to surface answers earlier in the page.

Reference:
Top 6 Internal Linking Best Practices for SEO in 2025

7. Measuring Performance and Iterating on Your Keyword Clusters

Once your keyword clusters are live, success depends on how well you measure, compare, and refine them over time. Treat each cluster like a mini product line with its own visibility, traffic, and revenue goals, not just a collection of standalone blog posts.

Teams at agencies and in-house SEO programs that review cluster performance monthly tend to spot content gaps and quick wins faster, leading to steady organic growth rather than sporadic spikes.

Track Rankings, Traffic, and Conversions at the Cluster Level

Instead of only tracking individual keywords, group them into clusters in tools like Semrush, Ahrefs, or SEOmonitor, and mirror those groups in Looker Studio or Google Analytics 4. For example, you might have a “content brief software” cluster with 20 keywords and 6 URLs, all reported together.

Monitor combined impressions, sessions, assisted conversions, and last-click revenue for each cluster. An SEO agency working with a B2B SaaS client might see that their “content workflow” cluster drives 35% of organic trials, which justifies more budget for cluster expansion and link building.

Identify Underperforming Pages and Gaps Within Clusters

Within each cluster, compare URLs by impressions, click-through rate, and average position in Google Search Console. If a supporting guide gets 20,000 impressions but a 0.5% CTR while similar pages hold 3–4%, treat that as a signal to improve titles, meta descriptions, or on-page structure.

Study top-ranking competitors in the same SERP. For instance, if HubSpot and Content Marketing Institute both cover “content operations roles” and your content workflow cluster doesn’t, add an article that targets that subtopic and interlink it with your pillar page and related how-to guides.

Decide When to Merge, Split, or Retire Keyword Clusters

Over time, clusters can drift or bloat. Merge clusters when search results and user intent heavily overlap—such as combining “content calendar tools” and “content planning software” if 70–80% of ranking domains are the same in Ahrefs or Semrush.

Split clusters when content starts serving very different intents, like mixing “what is content governance” thought-leadership with “content governance software” commercial pages. Retire or de-optimize pages about outdated features or low-value topics that bring little traffic and no conversions over 6–12 months.

Report on Cluster Performance for Clients and Leadership

Roll up data into clear cluster-level reports that executives can read in minutes. Use Looker Studio or Power BI dashboards that show traffic, rankings, and pipeline or revenue per cluster so stakeholders can see which themes actually drive business outcomes.

Highlight specific wins, such as, “Our ‘SEO content brief’ cluster increased organic sign-ups by 28% quarter-over-quarter,” or “After adding three new articles to the ‘content operations’ cluster, we captured 40 new top-10 keywords.” Use these stories to support future content roadmaps and budget requests.

Reference:
7 Keyword Metrics Every SEO Pro Knows (And You Should …

Conclusion: Turning Keyword Clustering into a Competitive Advantage

Core Benefits of Keyword Clustering for SEO Content Strategy

Keyword clustering transforms scattered keyword lists into focused topic groups that are far easier to plan around. Instead of dozens of near-duplicate keywords, you work with a handful of tightly themed clusters that guide your content calendar, briefs, and on-page optimization.

For example, HubSpot structures content around clusters like “content marketing strategy” and “sales enablement,” which helps them avoid overlapping posts and cannibalization. This approach reduces content chaos and ensures each new article has a distinct purpose and target cluster.

Clustering also strengthens topical authority because you systematically cover a theme with one pillar page and multiple supporting articles. Brands like Ahrefs and Semrush rank for thousands of long-tail queries by organizing content around clusters such as “keyword research” or “technical SEO,” then connecting related guides internally.

When clusters are prioritized based on revenue impact and funnel stage, SEO, content, and leadership can align on what to ship first. A B2B SaaS team, for instance, might focus clusters around “CRM for small business” or “marketing automation pricing” to connect organic traffic directly to sales-qualified leads and pipeline.

From Raw Keyword Lists to Structured Topic Clusters and Workflows

Turning raw keyword exports into a scalable content engine starts with comprehensive research tied to your audience and offerings. Instead of grabbing every phrase from a tool, you filter by intent, funnel stage, and business relevance, so a term like “what is project management software” is treated very differently from “Asana pricing.”

Once you have that cleaned list, you group keywords by semantic similarity and search intent, then map them to pillar pages and supporting pieces. For example, an ecommerce brand might build a pillar for “running shoes” with supporting content for “best running shoes for flat feet,” “trail running shoes women,” and “how to choose running shoes for marathons.”

The real advantage comes when these clusters are embedded directly into your workflow. Agencies that connect clusters to content briefs, production stages, and optimization checklists inside tools like Asana or ClickUp can manage dozens of clients without losing track of which cluster each article supports.

Over time, these workflows ensure each new idea is evaluated through the lens of an existing or new cluster. That discipline keeps teams from publishing one-off posts that rank for nothing and instead builds connected, high-performing topic ecosystems.

Role of an SEO Content Workflow Platform

As clustering scales across dozens of topics and hundreds of URLs, spreadsheets and scattered docs quickly break down. An SEO content workflow platform gives you one place to centralize keyword data, clusters, content briefs, URLs, and performance metrics, so strategy and execution stay connected.

High-performing teams often mirror their clusters inside these platforms so everyone sees which articles roll up to “B2B email marketing,” “enterprise SEO,” or “employee onboarding.” When SEO specialists, writers, editors, and product marketers share the same workspace, handoffs are smoother and fewer briefs go out of date.

Automation becomes critical as volume grows. Platforms that auto-tag content to clusters, pull in data from Google Search Console, and flag cannibalization let teams focus on strategic questions like “Which cluster should we expand next?” rather than manual exports.

Agencies managing 20–50 clients, for instance, can use automation to generate briefs from clusters, assign tasks, and track rankings at the cluster level. That level of structure makes it possible to report to clients not just on single keywords, but on how entire themes like “local SEO for dentists” are performing over time.

Next Steps to Implement Keyword Clustering

Getting started does not require rebuilding your content program from scratch. Begin with an audit of your existing content and keyword rankings to uncover overlapping topics, thin variants, and URLs competing for the same query. Tools like Semrush’s Organic Research or Ahrefs’ Site Explorer can quickly reveal clusters such as multiple blog posts ranking on page two for similar terms.

From there, choose a handful of high-priority topics tied to revenue or pipeline and build your first clusters around them. A B2B payments company might prioritize clusters like “B2B payment processing,” “accounts receivable automation,” and “invoice financing,” then define one core pillar and 5–10 supporting articles for each.

Treat your clusters as living systems rather than one-time projects. Monitor rankings, click-through rates, and conversions monthly to see which clusters respond best to optimization, new internal links, or additional content.

As search behavior shifts—such as the rise of conversational queries or AI-overview influenced SERPs—adjust your clusters, titles, and content formats. Teams that review performance at the cluster level at least quarterly can reallocate effort quickly and keep their SEO investments aligned with real user demand.

FAQs About Keyword Clustering and Topic Clusters

How Do I Know When a Set of Keywords Should Be One Cluster vs. Multiple?

Deciding whether keywords belong in one cluster or several comes down to how Google interprets them. Start by checking SERP overlap: search each term and see whether the same pages rank in the top 10. If the same domains and even the same URLs keep appearing, those queries can usually live in a single cluster.

Then validate that the core intent matches. For example, “email marketing software,” “best email marketing tools,” and “Mailchimp alternatives” often share similar comparison-style SERPs, so they can form one cluster. But “how to write email subject lines” skews toward how-to guides, so it should be a separate, tutorial-focused cluster even though it’s related.

Why Is Keyword Clustering Better Than Targeting One Primary Keyword per Article?

Keyword clustering lets a single page rank for dozens or even hundreds of variations, instead of just one phrase. HubSpot’s blog posts routinely rank for 200+ keywords each because they structure content around clusters like “content marketing strategy” rather than chasing one narrow term.

This approach also reduces cannibalization. Instead of publishing five similar guides on “SEO checklist,” “technical SEO checklist,” and “on-page SEO list” that compete with each other, you build one comprehensive pillar and support it with tightly linked subpages. Search engines reward this deeper topical coverage with stronger aggregate visibility.

When Should I Update or Rebuild Existing Keyword Clusters?

Clusters are not set-and-forget assets. Review them at least quarterly, or whenever you see major drops or jumps in impressions and clicks inside Google Search Console. If a cluster around “AI content tools” spikes in impressions but key pages lose rankings, it is a sign search intent or competitors have shifted.

Revisit clusters when your offer changes as well. For instance, if your SaaS adds “content brief automation,” build or expand a cluster around that phrase. Ahrefs and Semrush both publish case studies showing significant traffic gains after reshaping clusters to match new features and emerging search behavior.

How Can Small Teams or Solo Marketers Implement Keyword Clustering Without Enterprise Tools?

You do not need expensive software to start clustering. Use Google Keyword Planner, the free version of Semrush, or tools like Ubersuggest to export keyword lists, then group them manually in Google Sheets based on shared intent and SERP overlap. Color-code clusters to keep them visually organized.

Many small agencies start with three to five high-priority clusters such as “local SEO services,” “content audit,” and “link building strategies.” They then expand as traffic grows. Quick SERP checks in an incognito browser are often enough to validate whether two terms should live on the same page or in separate cluster assets.

How Does Keyword Clustering Impact Internal Linking and Site Architecture?

Keyword clusters naturally support a hub-and-spoke architecture. Your main pillar page targets the broad term, like “SEO content strategy,” while supporting pages cover subtopics such as “keyword clustering process” or “content briefs.” Internal links flow from each spoke back to the pillar and between related articles.

This structure helps search engines understand topical relevance and priority. For example, Backlinko’s internal linking around “link building” funnels authority to its main guide, which ranks highly for extremely competitive queries. For users, clear cluster-based navigation makes it easier to explore content without getting lost.

Best Way to Transition Existing, Unstructured Content into Organized Topic Clusters

Start with a content inventory in a spreadsheet. List all URLs, their main keyword (if known), traffic, and conversions. Then map each page to a potential topic area like “technical SEO,” “content operations,” or “keyword research,” and highlight overlapping articles that target almost the same queries.

From there, decide which piece should become the pillar (usually the highest-authority or most comprehensive page) and which should be merged, redirected, or repositioned as supporting content. For example, Shopify has consolidated and redirected older SEO guides into richer, updated clusters, then strengthened those clusters with new internal links to drive more consistent rankings and engagement.