Taxonomy research: understand the search universe
Taxonomy research is the process of understanding the search universe comprehensively — every query, question and phrasing your audience uses around the topic. It is not the same thing as your website taxonomy; it is the research that your website taxonomy, topic clusters, content plan, information flow design, optimization plan and traffic modelling all come out of.
Build a master longlist of search queries from every source — keyword tools, question explorers, People Also Ask, on-site search, sales calls, support tickets. Identify keyword gaps between you and competitors.
Google Trends · AlsoAsked · AhrefsAttach search volume and competition to establish opportunity, device and location for context, and current rankings to establish priorities.
Keyword Planner · Ahrefs · SemrushCategorise keywords by theme, determine quick wins and long-term topics, and identify the global themes that become your clusters.
Clustering template · spreadsheetsTopic clustering: from universe to hierarchy
Cluster by meaning, not by superficial phrase matches. The hierarchy runs four levels deep: main topic → subtopics → sub-subtopics → the asked questions that real people type. Here is the worked example from the framework's teaching material — mutual fund investing (reksadana) for an Indonesian investment app:
Keep the first cluster small and complete: one pillar and four to eight support pages beats a large, thin cluster. A support page justifies its existence with a distinct intent that the pillar cannot cover briefly. If a page starts carrying multiple intents, split it deliberately.
The four search intents
Search intent is the why behind a query. Content that does not align with it does not rank, and does not get cited. Every question in your map carries one of four intents, and the intents map onto the journey — awareness, consideration, decision.
Assign every page one role
When a page tries to do everything, it does nothing well. Every page in the cluster gets exactly one role, and the roles sit on a spectrum from high search volume / low conversion to low search volume / high conversion:
Captures informational intents. The traffic backbone of the website: drives new audiences, creates strong engagement, and hands readers to the right Educate page. Tips, ideas, explainers, success stories.
Captures navigational and commercial intents. Builds trust and brand positioning: product usability, how it works, comparisons, proof. Drives the audience's decision to buy.
Captures transactional intents. The revenue backbone: unique selling points, pricing against competitors, features and superiority, friction-free next steps.
Roles standardise the internal links. Inspire pages introduce Educate pages. Educate pages hand off to Convert pages with one primary target and one secondary path. Convert pages offer decisive next steps plus optional paths back to proof. The Inspire page never dead-ends.