Topic clusters
How to plan a topic cluster with a clear purpose
Give every page a useful job before you add another article to your website.
Updated 10 October 2026
Start with the customer's decision
Imagine an architecture firm helping owners plan a Queenslander renovation. A useful content plan starts with the questions those owners need answered: what the work involves, which approvals apply and how to prepare a realistic budget.
Write down the main decision in one sentence. That sentence gives the central guide a purpose and helps you decide which related questions deserve their own pages.
Give each page a distinct job
A broad renovation guide can introduce the process. A cost article can explain the factors affecting a budget. An approvals article can walk through the documents an owner needs to prepare. A service page can describe the firm's work and how to enquire.
Record the intended reader, question and next step beside each URL. If two planned pages promise the same answer to the same reader, decide whether one stronger page would serve them better. Sharing a subject does not automatically make two pages redundant.
Link when it helps the reader
Link the central guide to detailed answers at the point where a reader needs them. Link an approvals article back to the broader planning guide when it gives useful context. Use descriptive link text rather than repeating a generic invitation to click.
You do not need every article to link to every other article. Start with the reader's journey and check that each destination earns its place.
Maintain the plan
Keep a small inventory of URLs, intended questions, existing coverage and review dates. Read what is already published before commissioning another article. If an existing page answers the question well, improve or link to it rather than creating a second version.
A topic cluster is an editorial structure, not a guarantee of rankings. Its value is a website that is easier to navigate, maintain and understand.