Start with the catalogue and customer
Gather product use cases, buying questions and existing search evidence. Keep commercial relevance in the discussion.
Grow / Topical mapping
Plan the questions worth answering.
Build a useful content plan around your products, customer questions and the pages you already have.
Discuss your storeBook a free 20-minute callQuestions need a place.
Which page should answer this?
Customer questionIdentify
Existing coverageCompare
Page & internal linksMap
A topic map should make the next content decision clearer.
Illustrative concept. The actual work is shaped around your store.
There are plenty of ideas, but no clear publishing priority.
A long list of topics is not a plan. Connect each proposed page to a customer need, an existing asset and a practical reason to create it.
Understand the storeFind the constraintAgree the right change
What the work
can cover.
Connected decisions, practical implementation and a scope shaped around your store.
Review current coverage
Match questions to existing pages before proposing new ones. Identify overlap, missing detail and material worth refreshing.
Map topics to useful destinations
Define which needs belong on products, collections, comparisons or guides. Record the relationship between each supporting page and the commercial journey.
Sequence the work
Prioritise briefs around usefulness, dependencies and the team’s ability to create and maintain them.
Scope, deliverables, responsibilities and timing are agreed for each engagement.
How detailed should the map be?
Detailed enough to guide decisions and briefs. The scope should match the catalogue and the team that will use it, rather than targeting an arbitrary number of topics.
Work you can
put to use.
The handover should make the next decision easier. Depending on the agreed scope, that can include:
In the handover
- Question and topic clusters tied to the catalogue
- A mapping of existing and proposed pages
- Prioritised briefs and linking relationships
- A backlog with reasons for each recommendation
Bring the starting point.
Your product families, audience questions and the content your team already maintains.
Questions worth
asking.
Is the output just a list of keywords?
No. A useful map explains page purpose, existing coverage, relationships and priority. Keywords are inputs to the decisions.
How many pages will we need?
That depends on the store and the gaps that deserve attention. We do not set an arbitrary page count before investigating the existing material.
The work
around it.
Explore the disciplines that connect to topical mapping.
A useful starting point
Explore the keyword research guide
A practical question to bring to the conversation about your store.
Open the guideStart with your storeKnow what to build.
Know what to build.
See where to grow.
Bring the challenge. We’ll help you work out a useful starting point.