Cluster Maintenance
Cluster Health Checks: Diagnose Overlap, Decay, and Thin Pages
Healthy clusters win as a unit. Use this diagnostic to spot cannibalization, content decay, thin pages, and internal link gaps before rankings slide.
Why cluster health checks matter
When one page in a cluster slips, nearby pages often follow because anchors, links, and user paths are shared. A quick monthly audit catches small problems before they become large rebuilds.
- Prevent cannibalization by ensuring one unique intent per URL. SERP-based clustering helps here.
- Catch content decay by monitoring impression and CTR declines at the cluster level in Search Console performance.
- Repair crawl flow by fixing orphaned or weakly linked child pages. See Google’s guidance on internal links.
A healthy cluster has one hub, 5 to 8 child pages, consistent anchors, and clear routes to BOFU content like pricing and integrations.
Signals to collect for each cluster
Search Console
- Impressions and clicks by cluster folder or URL list
- Query groups for head terms and long tails
- CTR trend and rank distribution
Site and crawl
- Index coverage and excluded reports
- Orphaned pages and broken or redirected internal links
- Canonical correctness and duplicates
Content quality
- Word count versus purpose, presence of definition and answer blocks
- Entity coverage and recency of examples or screenshots
- Schema fit, for example FAQ or HowTo
| Signal | Green | Yellow | Red |
|---|---|---|---|
| Rank distribution | > 40% of queries in top 10 | 20 to 40% | < 20% |
| CTR change 28 days | Within ±5% | -5 to -15% | < -15% |
| Pages with unique primary anchors | 100% | 80 to 99% | < 80% |
| Orphaned children | 0 | 1 to 2 | > 2 |
Find and fix overlap
Overlap happens when two pages answer the same job with similar anchors and the SERP treats them as one intent. Check query lists where both URLs receive impressions for the same terms.
Confirm overlap by looking at the top results for both queries. If results are the same, combine. If results differ by format or audience, rewrite one page to a new intent. See general guidance in Google’s SEO starter.
How to spot it fast
- Filter Search Console for a query and compare pages tab
- Sort cluster sheet by primary anchor, look for duplicates
- Check internal links that point two URLs with the same anchor
Fix checklist
- Pick the stronger URL as the destination
- Move content unique to the weaker page
- 301 redirect and update internal links and sitemap
- Keep the winning anchor consistent across the cluster
Detect content decay
Content decay is a gradual drop in impressions and clicks after an initial plateau. It often follows product changes, newer competitors, or outdated examples.
Use 84 to 112 day windows in Search Console to compare periods, which smooths out weekly variance. See performance report.
Common causes
- New SERP features and answer blocks change click patterns
- Outdated screenshots or pricing references
- Competitors ship new comparisons and alternatives
Refresh rules
- Update entities, definitions, and examples first
- Add a short answer box high on the page
- Improve table clarity and link to BOFU destinations
- Rebuild internal links from hub and siblings
Thin and duplicate content
Thin pages are light on useful information or rely on boilerplate. Duplicate content often comes from similar templates or yearly variants.
How to catch it
- Compare word count and section depth to the job of the page
- Look for near-identical H2 structures across multiple URLs
- Check canonical tags and preferred URLs
What to do
- Merge near-duplicates and redirect
- Keep one evergreen URL for yearly topics and update content
- Add examples, diagrams, and tables to lift usefulness
Quality signals
- Answer-first summaries
- Clear definitions of entities on page
- FAQ sections that reflect People Also Ask
See Google guidance on creating helpful content.
Internal links and crawl flow
Clusters rely on a consistent internal link pattern. The hub should link to all children and each child should link back to the hub and to one or two siblings.
Breadcrumbs and consistent anchors help both users and crawlers. See Google’s basics on site navigation.
Refresh and consolidate workflow
Work at the cluster level. Ship fixes together so the entire topic benefits.
- Recluster queries with a SERP-based tool like Keyword Insights to confirm intent splits
- Choose winners for any overlapping pairs, gather redirects
- Refresh content on destination pages with updated entities and examples
- Repair links from hub and siblings to match the winning anchors
- Resubmit important URLs in Search Console
- Monitor 14, 28, and 84 day comparisons for impressions and CTR
Measure and set SLAs
Define a small set of metrics per cluster and check them monthly. Use rolling comparisons to reduce noise.
| KPI | Where | Target SLA |
|---|---|---|
| Rank distribution | Query list for the cluster | Maintain or grow top 10 share by 5% per quarter |
| CTR by page type | Search Console pages report | Keep CTR within 10% of three month baseline |
| Internal path clicks | Hub to BOFU paths | Increase next-step clicks by 10% after refresh |
| Orphaned children | Crawl report | Zero |
FAQ
How often should I run a health check
Monthly for active clusters and quarterly for stable topics. Run an ad hoc check after major product releases or competitive launches.
What if decay is only on one page
Fix the page but still check the cluster. Shared anchors or missing links can drag multiple URLs.
Do I always merge overlapping pages
No. If SERPs show different intents or audiences, rewrite one page to target a new job and adjust anchors.
Should I delete thin pages
Upgrade first. If there is no unique job or demand, merge the value and redirect to the closest fit so equity is preserved.