Cluster design
- 01
Choose the primary problem
Define the broad task or service the cluster supports.
- 02
Map supporting questions
Identify definitions, decisions, implementation steps, risks, examples, and follow-up tasks.
- 03
Assign one purpose per page
Avoid multiple pages competing to answer the same question.
- 04
Connect the paths
Use internal links that help a reader move between overview, detail, action, and conversion.
- 05
Review performance
Consolidate overlap and fill evidence-backed gaps.
Apply Topic clusters and internal architecture to a real website decision
Use topic clusters and internal architecture as a decision framework rather than a detached definition. Start with the user or business task, collect audience task, search intent, factual support, page purpose, structure, examples, links, calls to action, and maintenance ownership, document uncertainty, and decide what action is justified by the evidence.
Evidence
Source provenance, review status, publication date, and a defined update trigger.
Interpretation
Explain how the observed condition affects the intended outcome: publish useful, differentiated content that supports a specific reader decision or task.
Verification
Review the page against its intended task, validate claims and links, and measure whether users reach the next useful action.
Questions to answer about Topic clusters and internal architecture
- What user, search, commercial, compliance, or operational task does topic clusters and internal architecture affect?
- Which templates, URLs, entities, environments, or journeys are actually in scope?
- What evidence would distinguish a confirmed problem from the risk of publishing interchangeable copy that does not answer a distinct user need?
- Who owns the decision, implementation, approval, and follow-up?
- What measurement or retest will prove the change improved the intended outcome?
Turn topic clusters and internal architecture into an accountable record.
A documented decision or practice for topic clusters and internal architecture that can be applied to a real website.