Glossary
What is a topical map?
A topical map is a plan of every subtopic, question and page a site needs to cover a subject thoroughly, grouped into clusters with a pillar page each, and showing how the pages will link. It turns keyword research into a content plan aimed at topical authority.
Keyword list vs topical map
| Keyword list | Topical map |
|---|---|
| Flat list of searches | Hierarchy of topics and subtopics |
| One page per keyword | One page per intent, grouping keywords |
| No links planned | Internal links planned |
How to build one
- Collect searches and questions about the topic (tools, Search Console, People Also Ask, communities).
- Group them by search intent: keywords answered by the same page go together.
- Arrange groups into clusters under pillar topics.
- Mark what exists, what's missing and what to merge.
- Plan the links between pillars and cluster pages.
Example structure
Topic: launching a product. Pillars: launch platforms, directories, backlinks, AI search, growth. Clusters under directories: types of directories, costs, link types, submission, rejection, automation. Each cluster page links to its pillar and siblings. This glossary follows the same shape.
FAQ
How big should a topical map be?
As big as the topic needs. Start with the clusters closest to your product.
Do I need a tool to make one?
No. A spreadsheet works; tools help with clustering.
How is it different from a content calendar?
The map is what to cover; the calendar is when.
Should a topical map include competitor topics?
Yes. Compare what competitors cover to find gaps you can fill.