How to Create SaaS Topic Clusters That Increase Organic Traffic and Revenue

In SaaS, you’re not just competing for keywords — but for prospects’ trust as well. 

That’s where SaaS topic clusters come into the picture. 

Think of them as the building blocks of topical authority that boost your rankings too. Creating a network of interconnected content that serves as an encyclopedia for specific areas will position you as a one-stop shop for that topic. 

Additionally, your brand becomes a go-to solution and the first thing that comes to mind for specific problems.

As a result, you’ll clear the path from Google search to product sign-up!

Bookmark this article and keep it close: once you finish reading, you’ll be able to create SaaS topic clusters that drive the SaaS metrics that matter most: organic traffic, leads, conversions, and revenue. 

What is a SaaS topic cluster?

A SaaS topic cluster is a group of interconnected website content with in-depth answers to readers’ questions on a SaaS topic. It’s made of:

1. A pillar page — A central hub for the topic. It is a comprehensive guide, the main article that covers a core topic important to your SaaS product. 
2. The cluster pages — Focused articles that cover specific subtopics related to the main topic.

Each cluster page links to the pillar page and other cluster pages. The pillar page also links to all the cluster pages, creating a content network connected with internal links. 

Image source: gate93media.com

The benefits of creating topic clusters for SaaS brands

SaaS topic clustering positions your brand as a solution for your prospects, making it easier to convert prospects to customers.

It also improves your site’s structure by making it easy for search engine bots and users to discover related content. Search engine bots can easily understand the semantic and topical relationship between the content and rank them for their respective keywords.

Topic clustering makes you a subject matter expert on specific topics and improves your rankings on search engine result pages. The E-E-A-T update shows that authoritativeness and expertise are crucial Google ranking signals for building real estate on SERPs.

This way, we have created the topic clusters for Effy AI and increased their monthly organic clicks from zero to 60,000 in 2.5 years with a 1% conversion rate. 

Want these results for your SaaS brand? 

Let’s see how to create topic clusters!

How to create SaaS topic clusters in ten steps

1. Define your goals

What do you want to achieve with your topic clusters?

Using a SMART goal framework will help you create well-rounded goals, and measure your progress:

Image source: coschedule.com

2. Define your Ideal Customer Profile (ICP) and their pain points

Your ICP is a model of a perfect customer who would benefit the most from your product. 

Defining your ICP will help you create content focused on specific customers’ needs, and present your product as a solution.

Image source: saleshandy.com

Here’s how defining the ICP looks in practice:

A. Write your product’s primary purpose

For example, “Our software provides CRM software solutions to small retail businesses.”

B. List the characteristics of your ideal customer

• Industry
• Company size
• Revenue
• Location
• Main pain points and challenges

For example, your ICP could be described like this:

“Our ideal customer is a mid-sized healthcare company based in the US, with 50-200 employees. They have an average MRR of $50,000 and an ARR of $600,000 but struggle to engage patients effectively due to outdated CRM systems.”

C. Map out their pain points

As Ross Simmonds said, “Figure out the biggest, baddest, and most obnoxious problem your audience is struggling with. Then create content that helps and improves them.” 

There are several ways to discover your ICP’s pain points:

• Speak with your customer service team — they have the best first-hand insights. Ask them about the customers’ most common issues and complaints, what customers hope to achieve with your product, where it falls short, and whether they noticed some common problems. 

• Ask the customers via surveys, questions in sign-up flows, emails, and interviews. Find out what led them to your product, what are their goals and how they hope to achieve them with your services, and what changes they hope to see soon. Pro tip: Use transcription software during the interview for easier documentation.

• Analyze your competitors’ product feedback on review sites like G2, ProductHunt, and Capterra. These are treasure chests that reveal customers’ main challenges and opportunities for you to swoop in with a solution. Use an SEO competitor analysis tool to discover your main competitors and look at their reviews, focusing on the “What problem is {the product} solving and how is that benefiting you?” and “What do you dislike about this tool?” sections:

Image source: g2.com

• Check online forums like Reddit and Quora for real-life, honest conversations about your prospects’ pain points.

3. Group your ICP challenges into pillar pages

By now, you’ll have collected plenty of data from mapping out your ICP’s core pain points, but they’re still uncut gems. 

To make them shine, group the ICP problems into categories: each category will serve as a pillar topic.

This can be done manually or automatically:

• Manual grouping — Review the problems and manually categorize them into potential pillar pages based on similarities. For example, an email marketing brand can group low open rates, poor email deliverability, and difficulty in personalization at scale under “common email marketing challenges.” Ensure you prioritize your groupings based on their importance to your ICP and alignment with your SaaS product.
• Automatic grouping — Enter your ICP problems into an AI tool like ChatGPT and ask it to group them based on semantic similarity. You can use this prompt:

“You are an expert content strategist specializing in building topic clusters for {your product primary purpose}. Your task is to group a list of ICP (Ideal Customer Profile) problems into pillar topics and identify potential subtopics for each category. Each grouping should reflect a logical relationship based on semantic and topical similarity, customer pain points, and search intent. Provide the output in a well-structured format.”

Be careful: AI results aren’t spotless! Always revise and improve manually to remove irrelevant or incorrect groupings.

4. Map out cluster pages that align with each pillar page

Now you should expand the list with more topics and keywords relevant to your topic cluster framework.

Start by aligning your product features with the corresponding pillars. Then perform keyword research for your pillar topics to get more cluster topic ideas for each pillar. 

How to find new keyword ideas in several ways

You can use Google Autosuggestion to find long-tail keywords by entering your seed term into Google’s search bar (seed terms are the core keywords that represent the primary topics, usually broad and short-tail). 

Then, analyze your seed term’s search result page:

The People Also Ask segment includes questions related questions to your seed term; expand the list by clicking one of the questions:

You can also check the “related searches/people also search for” segments for more related keywords:

AnswerThePublic and AlsoAsked can help you find more question-like keywords: type your seed term and generate more. 

AlsoAsked takes it further by creating a cluster of questions around your search query:

You can discover popular questions (long-tail keywords) on Quora and Reddit by searching your seed term. 

KeywordsPeopleUse can help you find relevant questions about your ICP problems: click the Reddit and Quora feature and enter your seed term in the search bar:

You will get something like this:

Finally, use keyword research tools such as Semrush, Ahrefs, Google Keyword Planner, and Moz.

Image source: Semrush

If your website has a low domain authority, set up the tool’s filter to extract only low-difficulty keywords that are easier to rank. Read our SaaS keyword research guide for an in-depth understanding of keyword research.

5. Group the topic clusters into different buyer journey stages

The next thing is to group your topic clusters into different buyer journey stages; top-of-the-funnel (TOFU), middle-of-the-funnel (MOFU), and bottom-of-the-funnel (BOFU).

Image source: Connor Gillivan LinkedIn post

• TOFU content generates awareness and attracts people who are unfamiliar with your brand. These topics include words such as “what,” “how,” and “why” and have informational intent, aiming to educate and engage rather than convert.
• MOFU topics are for prospects exploring potential solutions and aim to educate the audience about how you can help. These topics target readers at the consideration stage of the buyer journey and include words like “best,” “compare,” “features,” or “benefits.”
• BOFU topics are for the decision-making phase of the buyer journey, focusing on converting leads into customers by emphasizing your product’s unique value proposition. These topics include transactional words such as “versus,” “buy,” “features,” “benefits,” or “price.” 

The pillar pages should include cluster pages in these three categories to make your ICP flow through the funnel; here’s an example of what it would look like for lead generation software:

TOFU topics	MOFU topics	BOFU topics
What is lead generation and why does your business need it?	Best Practices for Nurturing Leads with Lead Generation Software	Demo of [Your Software]: How It Simplifies Lead Management
Top 10 challenges in lead generation and how to overcome them	How to Choose the Right Lead Generation Tool for Your Business	[Your Software] vs Competitors: Why It’s the Best Choice for Lead Generation

7. Use AI to review your topic cluster framework

AI tools like ChatGPT or Claude can help you find errors in your topic mapping or provide suggestions and new ideas. 

A simple prompt like this can do magic:

“I am a SaaS content strategist building a topic cluster framework to boost organic visibility and MRR. My SaaS product is [insert product name], which [product purpose] for [insert target audience].

I uploaded the draft topic cluster framework spreadsheet. Please:

1. Review the framework and identify areas where subtopics (clusters) do not align with the pillar page content.
2. Flag sections of the pillar page or subtopics that need rework for better coherence or SEO optimization.
3. Suggest specific reworks to improve the topic cluster, user experience, and search intent coverage, focusing on actionable and precise recommendations.

Present the feedback in a concise, structured format, such as:

• Error Found: [Describe issue].
• Suggested Rework: [Provide actionable recommendations].

Ensure the output is clear, detailed, and actionable without generating new clusters or pillar page structures.“

In the end, review the results and adjust them accordingly.

8. Organize topics with a spreadsheet

You’ll need a spreadsheet to track your content strategy; it should include at least three sheets: your ICP profile/audience, pillar framework, and content calendar.

The pillar framework sheet should include columns like:

• Pillar pages
• Pillar pages’ keywords
• Search intent
• Buyer journey stage
• Cluster pages
• Cluster pages’ keywords

Here’s an example you can customize depending on the data you will input:

9. Build a content execution plan

Your content execution plan will include your content calendar and the plans for writing, repurposing and distributing the content.

Content calendar

As Smarketers Hub defines: “A content calendar (…) dictates how you implement content initiatives and provides a big-picture view of your content progress.”

Apart from deadlines, a content calendar guides a content team on the topics to cover and crucial data to meet the content goals — like this one:

These are the essential content calendar elements you can start with and adjust as needed:

• Title
• Format
• Author
• Pillar page
• Internal links
• Main keyword
• Meta description
• Content status
• Publishing date
• CTAs

Content writing

If you can memorize only one tip for SaaS blog writing, let it be this:

Write to solve your readers’ problems.

For example, we created an in-depth blog post on SaaS content marketing mistakes, covering the 16 most frequent errors SaaS companies make (and solutions).

As a result, we rank on Google’s AI overview and generate amazing organic traffic.

“Google’s automated ranking systems are designed to present helpful, reliable information primarily created to benefit people, not to gain search engine rankings, in the top search results,” according to Google’s guide to creating people-first content.

The better your content solves your readers’ problem, the higher your chances of ranking on Google and converting your audience.

Do you need help creating SaaS content that keeps readers glued to their screens and converts them into long-term buyers?

We can do the legwork for you. Schedule a free strategy call and let’s analyze your marketing efforts.

See how we helped PassKit generate 876 leads with 26 articles in 14 months.

Good to know: SaaS content writing: The ultimate guide in 2024

Content repurposing and distribution

With proper repurposing and distribution, one piece of content can be a gift that keeps giving. 

Start with one powerful launch and then branch out: Turn your long-form blog post into several social media posts, an infographic, a TikTok video, and more, reaching different platforms and audiences.

Here are some ideas:

Image source: blog.quuu.co

10. Create an internal link structure

The power of your topic clusters lies in your internal linking.

Internal linking consists of using hyperlinks with the right anchor text to connect one page on a site to another, on the same site. Remember, internal link anchor text must be relevant to the page you are linking to.

These pages help each other out: as a page ranks, it boosts the others connected to it. It also improves user experience and search engine rankings.

Your pillar pages should link to their clusters. Each cluster page should link to other cluster pages and the pillar page. You can also link to other relevant pages on your site, but ensure they are relevant to the topic.

Applying this knowledge, we created a topic cluster on 360 feedback questions for Effy AI. 

The pillar page covered 60+ 360 feedback questions with templates. 

We created cluster pages on how to conduct 360 feedback via Slack, 360 review template to maximize feedback potential, 360 feedback for managers, 360-degree feedback software tools, and 30+ 360 feedback examples.

The pillar page features internal links to the cluster pages:

The cluster page on 360-degree feedback via Slack has an internal link to the pillar page:

And then, to other cluster pages:

The result?

The pillar page ranks above major competitors like ClickUp and Peoplebox!

The cluster page on conducting 360 feedback via Slack also ranks #1 on Google search results and AI overview.

SaaS topic cluster examples

SaaS topic clustering is a major part of our content marketing strategy because we know the results it can generate for SaaS brands. 

Here are some of our case studies for topic clustering in SaaS and the amazing outcomes it can achieve:

1. Effy AI got #1 on Google search!

Effy AI has a performance review feature that simplifies employees’ performance evaluations in seconds. 

We created a topic cluster on performance review software and ranked #1 on Google’s search result page for this topic.

Pillar page:  Best employee performance review software 

Cluster pages:  

• 5 Best Performance Review Software for Small Companies
• No. 1 HiBob Alternative to Improve Your HR Processes in 2024
• Top 3 Bamboo HR Competitors for Your Business in 2024
• Lattice Vs 15Five: Which is the Right One for You?

We interlinked the pillar page to its cluster pages and other posts on the site. The cluster pages are BOFU content including comparison, best, and alternative posts. Each post links to the pillar page and other cluster pages.

Here is a screenshot of the pillar page’s organic traffic in one year:

2. Expandi ranks on Google’s first page

Expandi is a lead-generation tool that helps increase marketing-qualified leads through high-quality cold outreaches.

It covers topics such as B2B lead generation, nurturing, and conversion — so we chose “b2b sales process” for the topic cluster.

The pillar page covers everything about the topic including prospecting, qualifying leads, and more with internal links to cluster pages.

The pillar page now ranks on Google’s first page: 

Pillar page: B2B Sales Process — Everything You Should Know to Succeed – #1 Linkedin Automation Tool

Cluster pages:

• B2B Sales Funnels – Ready-to-use Templates for Your Growth – #1 Linkedin Automation Tool
• B2B Lead Generation Agency: Everything You Should Know Before Hiring – #1 Linked
• The 3 Best Methods for B2B Prospecting – Expandi – #1 Linkedin Automation Tool

3. Cold email guide

For Saleshandy, a cold outreach tool, they created a topic cluster on the cold email guide. 

This topic cluster framework is somewhat different: the pillar page is a landing page for the cluster pages, not an article. 

Pillar page: Beginner’s Guide to Cold Emailing | Saleshandy 

Cluster Pages:

• What is cold email? An ultimate guide for beginners (2024)
• Ultimate Guide To Creating Your Ideal Customer Profile (ICP)
• How to Build a Quality Lead List for Cold Emailing
• Email Deliverability Guide 2024: Key Do’s & Don’ts
• How to Write a Cold Email to Get More Responses!
• How to Write a Follow-Up Email in 2024? (Examples & Templates)

As a result, one of the cluster pages ranks on Google’s first page for the target topic:

Common mistakes in creating topic clusters for SaaS (and how to avoid them)

Here are some mistakes to avoid when creating your SaaS topic clusters:

1. Keyword cannibalization

Have you ever searched on Google and two different pages from the same site rank for that search query?

That’s keyword cannibalization, a situation when multiple pages from a site rank for the same keyword.

This issue occurs in topic clustering when multiple cluster pages target the same keyword and have similar search intent. 

For example, in a cluster about “Digital Marketing,” if two pages separately target “SEO Tips” and “Best SEO Practices,” they might cannibalize each other.

To avoid keyword cannibalization:

• Optimize each cluster page for different subtopics or angles of the primary topic. Use the pillar page to target the broad keyword and cluster pages for long-tail or more specific keywords.
• Strategically link cluster pages to the pillar page. This strategy signals the algorithm that the pillar page is the primary source of authority.
• Consistently perform SEO audits to check for keyword cannibalization issues.

2. Broad pillar topics

A broad pillar topic covers a wide scope instead of a distinct ICP challenge per topic cluster. For example, a pillar topic on “Everything About Marketing” is so general that you would have a weak connection between cluster pages.

Instead of covering everything in one pillar, focus on a specific aspect that provides depth while allowing room for more topic clusters.

3. Irrelevant cluster pages

Cluster pages should be subunits of the pillar page, not an entirely different topic. 

Irrelevant cluster pages confuse search engines and users, limit authority, and harm the cluster’s overall structure.

What is the solution?

• Understand your pillar pages’ search intent and ensure your cluster pages match those expectations.

How can Quoleady help you with your SaaS topic clusters

Quoleady is a veteran SaaS content marketing agency that generates sales-qualified leads through evergreen content. 

Our content marketing strategy covers a full-scope process that turns SaaS blog posts into lead-generating machines. As part of our strategy, we create a topic cluster framework incorporating your market research, product features, and ICP pain points.

Here’s a breakdown of our process for creating conversion-focused SaaS topic clusters:

1. We start with a thorough market, product, and competitor research.

2. We define your marketing goals and target audience pain points.

3. We conduct a thorough SaaS content audit and brainstorm new content ideas.

4. We define the pillar topics for the content cluster

5. We perform extensive keyword research to find content gaps and cluster pages.

6. We create SEO content optimized to rank and convert your readers.

7. We proofread the content until they are perfect for publishing.

8. We work on internal linking to connect the pillar pages to their clusters and build a proper site structure.

We are a result-driven SaaS SEO agency, and we like to solve the challenge of lead generation and conversion through blogging.

Read more about how we achieved these results for Effy.ai.

Are you ready to generate similar results?

Book a free call with our CEO to see how we can improve your SaaS marketing efforts.

Final thoughts

Today, we have explained how to create SaaS topic clusters. 

The main point is to research your ICP’s pain points and create a structured cluster around their challenges. Position your product as a solution to problems discussed in your content.

With a strong foundation of well-researched pillar and cluster pages, supported by strategic internal linking, you can boost organic visibility and create a smooth sales cycle from discovery to conversion.