Topical map: a step-by-step method and prompt

A topical map is a planned structure of every topic your site should cover for one subject area, grouped into pillar pages and supporting cluster pages, with the internal links between them defined up front. It replaces random keyword picking with a plan that shows search engines and readers you cover a subject completely.

What it is

The map has three levels. A pillar is a broad topic your buyers care about, like "invoicing for freelancers". Clusters are specific questions under that pillar, like "how to write a late payment email" or "invoice numbering rules". Supporting pages are product, comparison and template pages that the clusters point to.

Each cluster links up to its pillar and sideways to two or three siblings. The pillar links down to every cluster. This structure helps crawlers find pages and lets readers move from a narrow question to the broader guide and then to your product.

When to use it

• You are starting a blog or restarting one that has no clear focus.
• You have dozens of posts but none rank well, often because they compete with each other.
• You want to plan a quarter of content with clear priorities.
• You want to own a niche subject before covering adjacent ones.

Step-by-step method

1. Write down your core subject. Describe in one sentence the problem your product solves and for whom. Every pillar should connect back to it.
2. Collect seed topics. Pull ideas from customer calls, support tickets, competitor navigation, Search Console queries and forums your buyers read. Aim for 50 to 150 raw ideas.
3. Expand into keywords. Run seeds through a keyword tool and Google's "People also ask" boxes. Record the query, rough volume, difficulty and intent (learn, compare, buy).
4. Group by intent, not just words. Two keywords belong on the same page if the same page could fully answer both. If the top results differ, they need separate pages. This prevents cannibalization.
5. Pick pillars. Choose 3 to 5 groups with the strongest link to your product and enough subtopics to support 6 or more clusters.
6. Assign clusters and links. Under each pillar, list clusters with a target keyword each. Mark the pillar link, two sibling links and the product or use-case link for every cluster.
7. Set a publishing order. Publish the pillar first, then clusters ordered by business value and difficulty. Easy, high-intent clusters go early to earn quick wins.
8. Review quarterly. Add new clusters from Search Console queries you are already getting impressions for.

Ready-to-use prompt

You are a content strategist building a topical map for [COMPANY], which sells [PRODUCT] to [AUDIENCE]. Our core subject is: [ONE SENTENCE].

Seed topics and keywords (with volume and intent if known): [PASTE LIST]
Competitor sites to consider: [LIST]
Pages we already have: [LIST URLS AND TOPICS]

Build a topical map:
1. Propose 3 to 5 pillars. For each, give the pillar page title, target keyword and why it matters to our buyers.
2. Under each pillar, list 6 to 12 cluster pages: working title, target keyword, search intent (learn, compare, buy), and whether an existing page already covers it.
3. Merge keywords that one page can answer. Flag any cannibalization among our existing pages.
4. For each cluster, name the pillar link, two sibling links and one product or use-case page to link to.
5. Give a publishing order for the first 12 pieces with a one-line reason each.

Output as markdown tables, one per pillar. Do not invent search volumes; leave the column blank if I did not provide them.

Checklist

• Core subject defined in one sentence
• At least 50 seed topics collected from real sources
• Keywords grouped by shared search intent
• 3 to 5 pillars tied to the product
• Each cluster has one target keyword and no overlap
• Pillar, sibling and product links planned for every cluster
• Existing pages mapped and cannibalization flagged
• Publishing order set for the first 12 pieces
• Quarterly review on the calendar

How Thig automates it

During onboarding Thig writes a Content Strategy document with pillars, topic clusters and seed keywords drawn from your site and competitors. The SEO agent keeps it current with Search Console queries, and the Writer agent builds articles from it with internal links already planned. To find what is missing from your map, use the content gap skill.