The user’s goal behind a query. In B2B this includes stage of awareness, role, and constraints. A person who types best ABM platforms is not doing the same job as someone who types ABM pricing.

The process of assigning keywords to pages based on intent and theme. Good maps prevent cannibalization, clarify internal links, and make content measurable.

A cluster is a group of interlinked pages on a theme. The hub is the index page and the spokes go deep on subtopics, comparisons, or how to tasks.

How something works, definitions, frameworks, checklists. Typical queries: what is, how to, examples, templates. Fit for TOFU and early MOFU.

Comparisons and vendor research. Typical queries: best, vs, alternatives, for [role], for [industry]. Core MOFU territory.

Buy or try. Typical queries: pricing, demo, trial, migrate, implementation. BOFU territory where CTAs must be crystal clear.

Brand or product name. Your job is to own sitelinks and route people fast to pricing, docs, or login.

For teams, industries, or regions. Example: marketing automation for fintech. Tailor proof, metrics, and integrations to the segment.

New to category vs replacement. Example: CRM for startups vs migrate from HubSpot to Salesforce. The same theme, different jobs to be done.

What to look for

• Featured snippet type: paragraph, list, or table. It hints at the structure to lead with.
• People Also Ask questions. Group them into a compact FAQ block on your page.
• Top ranking formats. If the top five are comparison lists, you likely need one too.
• Commercial hints. Ads density, shopping widgets, vendor sites on page one.
• AI Overviews and citations. If present, note which structures and sources are cited.

How to translate signals

• Write your first 120 words to match the answer type you see most.
• Mirror the dominant format with your own angle and better utility.
• Include a compact Q and A that reflects People Also Ask.
• Add a small table if SERP snippets show lists or comparisons.
• Place citations near claims. Models tend to quote tightly written sections with nearby sources.

Pass 1: seeds and variants

• Start from your product, problems, jobs to be done, roles, and integrations.
• Collect synonyms and abbreviations. Choose a primary name for each entity.
• Expand with modifiers like for [role], for [industry], template, checklist, pricing, vs, alternatives.

Pass 2: SERP sampling

• Open the top 5 to 10 results for each seed. Note formats, PAA, and common subheads.
• Record intent, page type, and the primary CTA you will use.
• Drop duplicates and keep the phrasing with clearest job to be done.

Pass 3: metrics

• For each query add indicative volume, difficulty, and a quality score for your fit.
• Mark fast wins where you have an asset that needs a refresh, not a net new page.
• Label long queries with clear benefits. Longer phrasing can convert better even with modest volume.

Pass 4: assign a page

• Choose one primary page per cluster and list supporting pages for close variants.
• If two queries truly need separate pages, define the angle difference in one line.
• Add internal links you will include on each page to build the path.

TOFU in the cluster

• Definition guide with short glossary and an answer block near the top.
• Beginner checklist or template with a preview image and fields list.
• Light CTA to read the MOFU framework or compare tools.

MOFU in the cluster

• Alternatives or best tools page with a transparent methodology.
• Comparison pages for high intent vendor pairs.
• Use case page for your best segment with metrics that matter to them.

BOFU in the cluster

• Solution page that maps features to jobs to be done and outcomes.
• Pricing and implementation with a short security overview.
• Case studies with a clear result and the path to value.

• Lead with a one sentence definition and why it matters.
• Add an answer block with 3 bullets and one small number.
• Include a compact FAQ and a table that compares related terms.
• CTA to a MOFU framework or template.

• Open with when to choose each type of solution, not just a list.
• Use a decision table with best for, key tradeoffs, and integrations.
• Offer a short buyer checklist download.
• CTA to your solution page and a neutral comparison.

• Show tiers and limits transparently with a toggle for monthly and annual.
• List what is included at each stage of maturity.
• Answer security, implementation, and ROI questions in a short FAQ.
• Primary CTA to start trial or contact sales. Secondary to a demo.

Lead paragraph pattern

<p><strong>[Topic]</strong> is [one sentence definition]. Teams use it to [use case], which helps [role] achieve [outcome]. If you need to [job], start with [method] and evaluate [options] based on [criteria].</p>

• State the job to be done and the outcome in plain language.
• Avoid fluff. One claim per sentence. Place the answer near the top.
• Anchor text should describe the next step, not say click here.

FAQ block pattern

<section aria-labelledby="faq">
  <h3 id="faq">FAQ</h3>
  <details><summary>How long does [task] take</summary><p>Give a realistic range and one success tip.</p></details>
  <details><summary>What does it cost</summary><p>Explain pricing drivers in one short paragraph.</p></details>
</section>

• Keep answers under 60 words so they can be quoted cleanly.
• Link to primary sources near specific numbers or definitions.

Rules

• Every TOFU page links to one MOFU and one BOFU page with descriptive anchors.
• Every MOFU page links to a BOFU solution page and a related template.
• Every BOFU page links back to proof and implementation for confidence.
• Hubs link to all spokes and sitelinks help people jump to pricing and docs.

Anchors that carry context

• Download the onboarding checklist
• Compare analytics tools
• See pricing and implementation
• Analytics for B2B SaaS

Relevance signals

• Click through rate where you rewrote titles and descriptions to match intent.
• Featured snippet or AI Overview citations observed for answer blocks.
• Average position for the headings that carry the direct answer.

Depth and coverage

• Queries per page for hubs and spokes in Search Console.
• Share of impressions from long tail queries in each cluster.
• Internal in links per spoke and broken link rate inside clusters.

Pipeline outcomes

• Clicks from mapped pages to pricing and solution pages.
• Template downloads and demo views from content CTAs.
• Opportunities and win rate for deals that touched mapped paths.

Days 1 to 30

• Build the keyword universe for one theme and label intent and format.
• Ship one hub and two TOFU pages. Add a compact FAQ and one table each.
• Instrument CTAs with UTM and verify analytics goals and events.

Days 31 to 60

• Publish two MOFU comparisons and one template with a preview image.
• Add internal links from older posts to the hub and new spokes.
• Refresh Open Graph images for the cluster so shares look consistent.

Days 61 to 90

• Ship a BOFU solution page and update pricing and implementation content.
• Consolidate overlapping posts and update redirects and anchors.
• Build a dashboard for impressions, queries per page, and assisted pipeline.

How many keywords should a page target

Choose one primary query and a small set of close variants. The variants should share the same job to be done and fit the same format. If the SERP shows different formats, make a second page with a unique angle.

Can a page move between stages

Yes. If searcher behavior shifts, rewrite the intro and adjust the CTA and internal links. Keep JSON LD in sync with visible content any time you change headings or steps.

Do I need external links

Yes. Link to primary sources near claims and numbers. It builds trust and helps models understand context.

What about AI Overviews

Lead with a tight answer, keep names consistent, and place citations near important claims. Pages with clear structure are easier to quote and more likely to be cited.