Build a keyword cluster around one reader need.

01 / Start with a narrow seed

Choose a subject connected to your offering and audience. ‘Marketing’ is too broad for an actionable plan. ‘Email onboarding for a small SaaS product’ gives the research a useful boundary. Write down who you are helping and what they need to accomplish.

02 / Collect questions and inspect intent

Look at relevant search results, related questions, existing site pages, and customer conversations. Save the question and why it matters, rather than just the keyword. Inspect the result types to understand whether people want a definition, comparison, tutorial, or product.

• Record the source and market of the research.
• Separate informational needs from buying decisions.
• Remove phrases that do not match your business.

03 / Group and assign pages

Put terms that need the same answer together. Give each group a proposed page title, a primary reader question, and a short description of what it will cover. Compare those groups with existing content before creating new pages.

Choose an overview page and connect it to supporting articles. Internal links should help the reader move from a broad question to a specific next step.

04 / Turn the first cluster into a brief

Prioritize a cluster your team can answer with evidence. Create a brief with the intended audience, the answer, proposed sections, and sources. In Pollen, research and approved clusters provide context for the next content step; review the suggestions before committing to a plan.