How to build a topical map for SEO

Start from your product and buyers, not from keywords. List the five to ten topics a buyer must understand to choose and use a product like yours. For SerionFlow, those included programmatic SEO, AI search visibility, Search Console diagnostics, technical SEO for SaaS sites, and competitor alternatives. Each core topic becomes a hub.

For each hub, gather subtopics from keyword tools, People Also Ask questions, your Search Console queries, competitor rankings, and sales and support questions. Keep the search volume, difficulty, and intent for each. Drop subtopics that do not relate to your product or that you cannot answer better than what already ranks.

Group subtopics that one page can satisfy, using shared search results as the test: if two keywords return mostly the same ranking pages, they belong on one page. Each cluster becomes one planned page with one primary keyword. This step is what prevents cannibalisation.

Each hub links to all of its supporting pages; each supporting page links back to its hub and to two to four closely related siblings. Add cross-hub links where a reader would naturally go next. Planning links on the map, before writing, keeps them consistent and ensures no page is orphaned.

Mark every existing page on the map. Gaps become the backlog; overlaps become merge candidates. Then sequence new pages by value and difficulty, and release them in batches rather than all at once, so search engines can crawl and evaluate them. Before publishing a large set, make sure every page passes your quality checks and links to related pages, then track how many Google indexes. SerionFlow is the wrong tool if you only need a planning document; a spreadsheet works fine for mapping topics.