Content Clusters

Build topical authority and improve your site's visitor experience with Clusters to organize related content around key themes.

Working in Claude, ChatGPT, Cursor, or another MCP client? You can have Frase's MCP map a cluster, spot the gaps, and lay out the missing pieces (pillar first) without opening the visual map yourself. To also find pages that compete for the same searches (keyword cannibalization), try this once your site audit has finished:

"Map my topic clusters for [your-domain.com] and show me which pages overlap or compete for the same searches."

Why Clusters Improve Rankings

1

Build Topical Authority

Search engines reward depth. When multiple related pages cover different angles of the same subject, it signals expertise.

Clusters help search engines understand:

• What your site is about

• Which topics you specialize in

• How your content connects

2

Strengthen Internal Linking

Clusters create natural internal linking opportunities between related content. This:

• Passes authority between pages

• Helps search engines crawl more effectively

• Improves user navigation

3

Improve Content Planning

Clusters give structure to your content calendar. Instead of asking “What should we write next?”, you expand strategically within an existing topic.

4

Track Performance by Theme

With Clusters, you can measure performance at the topic level — not just by individual articles.

This helps you identify:

• Which themes drive traffic

• Which topics convert

• Where to invest next

How Clusters Work in Frase

Frase automatically groups your site content into topical clusters and surfaces them as a visual map on the Opportunities page that shows:

• Existing pages — content you've already published that belongs to a cluster

• Opportunities — related topics you haven't covered yet

• Content gaps — areas where your cluster is thin and needs depth

From the map, you can take action directly on any node. The actions available depend on the type of content you're looking at:

• Optimize — improve an existing page's SEO

• Edit — open and update the content directly

• Create new — start a new article to fill a gap in the cluster

Before You Start

Clusters pull from your connected data sources. To get the most out of the feature, make sure you have the following set up before diving in:

• Site audit — so Frase can analyze your existing content

• Google Search Console connection — so Frase can factor in real search performance data

• CMS connection — so your content is accessible and actionable in Frase

The more data you connect, the better your clusters. Frase builds clusters from the data sources you've set up. Richer data means more accurate groupings and more relevant opportunities surfaced.

How to Build Clusters

To access Clusters, head to the left sidebar and click Plan & Create > Opportunities. Then, select the Clusters toggle on the top right.

1

Choose 2–3 Core Topics

Start with your most important business areas.

2

Create a Pillar Page

Develop a comprehensive guide that broadly covers the topic. This will act as the central hub of the cluster.

3

Add Supporting Content

Each cluster should include 5–8 pieces of content to be effective. These articles should:

• Target specific subtopics

• Answer related questions

• Link back to the pillar page

• Link to other supporting articles when relevant

4

Use the Visual Map to Find Gaps

Once your cluster is set up, check the visual map regularly to:

• Look for opportunity and gap nodes — these are your next content priorities

• Create new articles directly from the map to keep everything connected

5

Expand Strategically

Once a cluster is established, continue building depth within that theme before jumping to unrelated topics. Over time, you'll develop multiple high-authority clusters across your site.

Finish a Cluster in One Move

When a cluster has gaps, you don't have to plan each piece by hand. From the Clusters view, use Finish this cluster and Frase lays out the whole cluster, pillar first, and lists every proposed piece by name so you can see the full plan before you commit.

You can also accept recommendations in bulk. From Plan & Create > Opportunities, select several recommendations and add them straight onto dated slots.

Example

If you need inspiration, here is an example Cluster for a marketing website.

Cluster Topic: Email Marketing

• Pillar Page: Complete Guide to Email Marketing

• Supporting Articles:

  • Email Automation Strategies

  • How to Grow an Email List

  • Email Subject Line Best Practices

  • Email Segmentation Explained

  • Email Marketing Tools Compared