Content Clusters for SaaS: How I Map Topics Before Writing a Brief
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Building the cluster map
I interview sales and CS for the top ten objections, then map keywords to funnel stage (learn, compare, buy). Keyword tools fill gaps; they do not set strategy. For reference, see HubSpot’s SEO marketing guide.
Each hub answers a jobs-to-be-done narrative with proof—screens, metrics, customer quotes. Spokes handle integrations, comparisons, security, and pricing angles.
I draw the internal link graph before writing: hub ↔ spokes, never orphan PDFs or blog posts that do not link up and sideways within the same intent family. Related reading: Nour Armenia Tours: Bilingual WordPress & Gulf SEO · 2.37K Clicks in 12 Months.
Briefs and governance
Every brief lists target intent, primary CTA, internal links in and out, and what not to cannibalize. If two URLs target the same intent, one must consolidate or differentiate clearly. For reference, see Ahrefs keyword research guide.
I cap publish velocity: shipping ten thin spokes beats three strong ones. Editorial calendar follows cluster priority, not conference deadlines alone.
Quarterly I prune spokes that never earned impressions—redirect or merge into the hub so crawl budget returns to winners. Related reading: GAGA US Construction Local SEO Case Study: Los Angeles Foundation Repair · 30 to 343 Clicks in 6 Months.
Actionable takeaways
- Revenue-linked hubs before volume chasing
- Spokes answer objections and comparisons
- Internal links follow intent families
Case study
Andava Digital: Enterprise US SEO · 36K URLs & Link Programs (NDA) — Andava Digital · Agency (NDA)
