Standard Operating Procedure

(SOP) for Topical Map Creation

Standard Operating Procedure (SOP) for Topical Map Creation......................................1
Disclaimer....................................................................................................................2
Attribution, Credit, and Thank You’s............................................................................ 3
Objective..................................................................................................................... 3
Theory and Definitions................................................................................................ 4
Topical Map............................................................................................................ 4
Semantic Content Network.................................................................................... 4
Topical Authority.....................................................................................................4
Source Context...................................................................................................... 6
Central Entity......................................................................................................... 7
Central Search Intent............................................................................................. 7
Core Section of the Topical Map............................................................................ 8
Outer Section of the Topical Map...........................................................................8
Clarifications................................................................................................................ 9
Questions to Ask Clients............................................................................................. 9
Template...................................................................................................................... 9
Procedure.................................................................................................................. 10
1. Research Target Audience and Buyer Personas............................................. 10
2. Identify the Source Context.............................................................................. 11
3. Identify the Central Entity................................................................................. 11
4. Identify the Central Search Intent.................................................................... 12
5. Determine the Core Section.............................................................................13
6. Determine the Outer Section........................................................................... 14
Examples of 5 Main Topical Map Components....................................................15
7. Conduct Fundamental Research..................................................................... 16
8. Generate Topics for the Topical Map............................................................... 25
9. Filter Queries................................................................................................... 30
10. Cluster Queries.............................................................................................. 31
11. Consider Vastness - Depth - Momentum....................................................... 33
12. Complete a Raw Topical Map........................................................................ 34
13. Determine Quality Nodes...............................................................................35
 14. Include Trending (Popular) Nodes................................................................. 36
15. Create Title Tags and Determine the Macro Contexts................................... 37
16. Determine URL Slugs.................................................................................... 38
17. Write Meta Descriptions................................................................................. 40
18. Write Image URL Slugs..................................................................................41
19. Write Image Alt Texts..................................................................................... 42
20. Connect and Finalize Core and Outer Sections.............................................43
21. Determine Publication Frequency and Momentum........................................43
22. Design a Document Design Template............................................................46
23. Develop Content Briefs.................................................................................. 47

Disclaimer
This SOP for Topical Map Creation is exclusively for “Semantic SEO for Topical
Authority” course members and those that have completed the course.
Please do not share with anyone who is not the course member or has not completed
the course. Understanding and applying the concepts requires course completion to
ensure proper creation of Topical Maps.

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Attribution, Credit, and Thank You’s
Full credit and attributions for information in this SOP go to Koray Tuğberk GÜBÜR.
This SOP is a compilation of Koray’s course “Semantic SEO for Topical Authority”,
videos, presentations, workshops, and other materials.
Also, thank you to:
● Adrian Ponce del Rosario and Kahuna Chauhan for their encouragement,
reviews, feedback, and contributions in creating this document.
● Vincent Dohna for his reviews and feedback.
● Pavel Klimakov for his review, providing answers to various questions, from
Query Clustering to the Depth of Topical Maps, and Index Construction.
● Luis Salazar Jurado for his review and further insights on Cost of Retrieval and
the equation of Topical Authority.
Additionally, many others from the Holistic SEO community indirectly contributed by
asking questions in groups, chats, and comments, which sparked ideas for new
sections and explanations in this document.
For example, thank you to James Dooley for always asking thought provoking
questions like, “What would you ask a client before creating a Topical Map?” Thank you
to Muhammad Hamid Khan for emphasizing the importance of researching target
audiences and buyer personas. And many more thank you’s to the community 🙂
The information in this SOP was compiled by Germans Frolovs and includes
some additions that I believe could be helpful. However, these additions might
not have been directly mentioned in the “Semantic SEO for Topical Authority”
course, case studies, or other materials shared by Koray.
I am always open for feedback!

Objective
The objective of this SOP is to guide the creation of a Topical Map in Semantic SEO.
The SOP aims to clarify misconceptions and provide steps for creation real Topical
Maps, avoiding the mislabeling and unrelated concepts.
Please note that creating a functioning Topical Map without completing the
course “Semantic SEO for Topical Authority,” and without a solid understanding
of its concepts, will be difficult. It is highly encouraged to go through the course
and grasp the fundamentals first.

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Theory and Definitions
Topical Map
Topical Map is a concept used in semantic SEO, aimed at enhancing a website's
relevance and authority by creating a well-structured collection of interconnected topics.
Topical Map creation involves understanding and integrating various contexts to
communicate effectively with semantic search engines.
By merging the Search Language with the Natural Language used in daily life, a Topical
Map aligns the content with Query Semantics, transforming raw topics (e.g.,
Performance Anxiety) into more specific and processed topics (e.g., How to Handle
Performance Anxiety?).
The goal of a Topical Map is to achieve a "Ranking State of Topical Authority," thereby
decreasing the risk and cost of content retrieval while increasing the site's relevance
and responsiveness in search engine results.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

Semantic Content Network

A Semantic Content Network is a collection of Content Briefs that encompass both
Macro and Micro contexts.
Semantic Content Network involves every paragraph, list, table, visual, heading, and
context within the overall content.
By organizing these and other elements, a Semantic Content Network ensures that
each piece of content is contextually rich and interconnected with one another,
enhancing its overall coherence, relevance, and authority.

Topical Authority
Topical Authority is a ranking state.
Topical Authority involves achieving a higher ranking over an authoritative website for a
specific duration, defined by lower cost-of-retrieval, increased accuracy, clarity, and
improved information responsiveness.

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This is accomplished by creating a Topical Map and Semantically Organized Content
Networks.
The optimization focuses on Macro and Micro Semantics and Macro and Micro
Contexts.
Presented below is the equation Topical Authority.
Topical Authority = Historical Data * Topical Coverage / Cost of Retrieval
Source:
● Course - Fundamentals of Semantic SEO
● Course - Semantic SEO and Topical Authority Instructions (Saigon Presentation,
2023)
● LinkedIn Post - Topical Map Formula

Historical Data
Historical Data refers to the accumulated user engagement metrics and the quality of
these engagements over time.
Historical Data is not about the duration a website has been online or its ranking history,
but rather the depth and quality of interactions users have had with the website.
Historical Data encompasses user interactions such as page impressions, clicks, dwell
time, and overall user engagement quality.
Historical Data affects current rankings - poor user engagement metrics from the past
can lead to a drop in rankings. The current ranking state of a website is often a
reflection of user engagement and quality metrics from at least six months prior.
Source:
● Course - Fundamentals of Semantic SEO

Topical Coverage
Topical Coverage refers to how well a website covers the graph of topics related to a
particular subject. It provides accurate and unique information about various entities,
attributes, and sub-topics within the topic.
Topical Coverage is the primary focus when building and publishing the Topical Map.
Source:
● Course - Fundamentals of Semantic SEO

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Cost of Retrieval
Cost of Retrieval refers to the total cost a search engine incurs to crawl, index, evaluate,
and serve a web document to users. This process involves crawling and indexing the
document, rendering and evaluating its content, associating it with relevant search
queries, and ultimately serving it to users.
Cost of Retrieval is balanced against the value the document provides.
High-quality document that engages users effectively reduces this cost, making it more
worthwhile for the search engine.
Factors such as PageRank, quality of information, and user engagement play significant
roles in determining the cost of retrieval. If the content is poor or offers little value, the
cost of processing outweighs the benefits, leading search engines to deprioritize or
exclude such documents from indexing.
For example, a large website with more data points, more semantic triples, higher
accuracy, clear content, and well-connected topics typically incur a lower cost of
retrieval.
The cost of ranking the website can’t be higher than the cost of not ranking the
website.
If the search engine ranks you and loses the money, it won’t be ranking you for much
longer. In other words, the search engine will either reduce crawling frequency or
exclude it from the index altogether.
Source:
● Course - Semantic SEO and Topical Authority Instructions (Saigon Presentation,
2023)
● Course - From Saigon to Saigon - Pixels, Letters, and Bytes (Budapest
Presentation, 2023)

Moving on…
To create a proper Topical Map, you have to understand the concepts below.

Source Context
The Source Context represents the purpose of the brand, why is it needed in the SERP
(Search Engine Results Page), and how the brand monetizes its content and turns
search engine users into customers.

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Why are you covering this topic?
If you cover the topic solely to generate traffic and run ads, you will start to lose traffic
over time. You must justify why you should exist in the SERP.
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
Further explanations and examples are presented in dedicated sections below.

Central Entity
The Central Entity defines what the website is mainly about, including the topics that
appear site-wide and topics that appear segment-wide.
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Koraynese (Koray's Framework) (Lecture 1)
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
Further explanations and examples are presented in dedicated sections below.

Central Search Intent

The Central Search Intent is the unification of the Source Context with the Central
Entity.
The Central Search Intent represents the core user group's main intent when visiting the
website.
The Central Search Intent identification focuses on the augmentation of
predicates/verbs and their combinations with nouns.
Source:
● Course - Fundamentals of Semantic SEO

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 ● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
Further explanations and examples are presented in dedicated sections below.

Core Section of the Topical Map

The Core Section of the topical map is the unification of the Source Context with the
Central Search Intent.
The Core Section focuses on a specific main attribute of the Central Entity which comes
from the Source Context.
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
Further explanations and examples are presented in dedicated sections below.

Outer Section of the Topical Map

The Outer Section of the Topical Map is to improve the overall Historical Data by gaining
more impressions and clicks.
The aim is to increase overall topical relevance and contextual consolidation of the web
source for the specific entity.
The Outer Section of the Topical Map focuses on the minor attributes of the entity.
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
Further explanations and examples are presented in dedicated sections below.

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Clarifications
Topical Map is not a list of target keywords.
Topical Map is not a list of target concepts.
Topical Map is not a list of target entities.
Topical Map is not a list of target topics.
Sometimes, a single topic can be covered on a single page.
Sometimes, multiple topics can be covered on a single page.
Sometimes, a single topic with multiple contexts should be covered on multiple pages.
One website can have multiple Topical Maps, each starting with a root.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

Questions to Ask Clients

Listed below are questions you can ask clients before creating a Topical Map.
● What do you offer as a business?
● What is your website mainly about? What subject?
● What is the main purpose of your website?
● How do you plan to monetize the traffic on your website?
● Who is your target audience?
● What is your target audience's main goal on your website?
● What specific challenges do customers face before they inquire about solutions?
● Who are your biggest online competitors?
● What makes your brand different from the competition?

Template
Template <> Topical Map

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Procedure
1. Research Target Audience and Buyer Personas
Understanding your target audience is the cornerstone of creating an effective Topical
Map.
Begin by identifying the demographics, psychographics, and behavioral characteristics
of your potential users.
● Demographics: Get an understanding about the age, gender, income level,
education, occupation, and geographic location.
● Psychographics: Understand their lifestyle, values, interests, and attitudes. This
can help in tailoring content that resonates deeply with your audience.
● Behavioral Characteristics: Analyze their online behavior, purchasing habits,
and how they interact with your website and competitors' sites.
Two cost-effective methods to gather audience data are interviews and analytics tools.
● Interviews: Conduct one-on-one interviews with a sample of your audience (or
person who knows the audience well) to gain a deeper understanding of their
motivations and challenges.
● Analytics Tools: Utilize tools like Google Analytics, social media analytics, and
CRM systems to gather data on user behavior and preferences.
Next, research the main buyer personas.
Buyer personas are semi-fictional representations of your ideal customers. Creating
detailed personas helps in tailoring content that addresses the specific needs and
challenges of different segments of your audience.
The steps for creating buyer personas are listed below.
1. Segment Your Audience: Divide your audience into distinct groups based on
the data gathered from your target audience research.
2. Define Persona Characteristics: For each segment, outline the key
characteristics including:
a. Demographic details
b. Background and job role
c. Goals and challenges
d. Preferred content types and channels
e. Buying behavior and decision-making process

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 3. Use Real Data: Base your personas on real data to ensure accuracy and
relevance. This includes feedback from sales teams, customer service insights,
and actual customer interactions.

2. Identify the Source Context

The Source Context represents the purpose of the brand, why is it needed in the SERP
(Search Engine Results Page), and how the brand monetizes its content and turns
search engine users into customers.
Why are you covering this topic?
If you cover the topic solely to generate traffic and run ads, you will start to lose traffic
over time.
You must justify why you should exist in the SERP.
You must create a connection between a Query Network and a web source and you
must ensure that the business model and the Query Network are aligned.
Examples:
A. Source Context (vizem.net): German (Country) Visa Consultancy
B. Source Context (gymdesk.com): Trainer and Gym Management Software
C. Source Context (welzo.com): Health Encyclopedia and Telehealth Service
D. Source Context (mangolanguages.com): Language Learning App
E. Source Context (oscarwylee.com.au): Optometrist and Glasses eCommerce
F. Source Context (yamm.com): Email Merge Software
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

3. Identify the Central Entity

An Entity refers to a distinct and well-defined concept, object, or subject that can be
uniquely identified and is often associated with a specific name or term. Entities can
include people, places, organizations, events, products, and even abstract concepts.
The Central Entity defines what the website is mainly about, including the topics that
appear site-wide and topics that appear segment-wide.

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The Central Entity appears in the Core and Outer Sections of the Topical Map, on every
page, boilerplate content, all the site-wide n-grams, and context terms.
TIP: To check whether Google recognized your chosen Central Entity as an entity,
search for “Central Entity Wikipedia”. Google is likely to acknowledge your chosen
Central Entity as an entity if Wikipedia features a page dedicated to your selected
Central Entity.
NOTE: Sometimes you may identify a distinct, well-defined Entity (e.g., Mail Merge).
Other times, you might need to choose a popular Entity type as your Central Entity (e.g.,
Country, Health Problems). In some cases, you may need to identify multiple Entities
(e.g., Country + Visa).
Examples:
A. Central Entity (vizem.net): Germany (Country) + Visa
B. Central Entity (gymdesk.com): Gym, Personal Trainer, Sport Branches
C. Central Entity (welzo.com): Health Problems and Solutions
D. Central Entity (mangolanguages.com): Language and Linguistics
E. Central Entity (oscarwylee.com.au): Eye Health and Glasses
F. Central Entity (yamm.com): Mail Merge
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Koraynese (Koray's Framework) (Lecture 1)
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

4. Identify the Central Search Intent

The Central Search Intent is the unification of the Source Context with the Central
Entity.
The Central Search Intent represents the core user group's main intent when visiting the
website.
The Central Search Intent identification focuses on the augmentation of
predicates/verbs and their combinations with nouns.
The Central Search Intent appears in the whole Topical Map and will be reflected
site-wide, in all sections of the Topical Map, and in Semantic Content Networks, whether
in boilerplate or Main Content and in both Macro Context and Micro Context areas.

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Examples:
A. Central Search Intent (vizem.net): Know/Go + Germany (Country)
B. Central Search Intent (gymdesk.com): Opening and Managing a Gym Digitally;
Finding a Personal Trainer
C. Central Search Intent (welzo.com): Find a Correct
(Diagnosis/Treatment/Drug/Doctor)
D. Central Search Intent (mangolanguages.com): Learn (Speaking, Listening,
Singing, Reading, Writing, Asking, Answering, Dreaming) in X Language
E. Central Search Intent (oscarwylee.com.au): Find Optometrist for Glasses
F. Central Search Intent (yamm.com): Send Bulk Emails for Email Marketing
Source:
● Course - Fundamentals of Semantic SEO
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

5. Determine the Core Section

The Core Section of the topical map is the unification of the Source Context with the
Central Search Intent.
The Core Section focuses on a specific main attribute of the Central Entity which comes
from the Source Context.
The Core Section is where most ranking signals flow (via internal and external links)
and monetization happens.
For example, if you are an affiliate for electric car chargers, "quality" is the Main
Attribute, and "durability," "charge time," and "maintenance" are the Derived Attributes
from this Main Attribute.
According to the Source Context, the Core Section of the Topical Map must be further
densified to provide comprehensive coverage of these Attributes.
Examples:
A. Core Section (vizem.net): Types of German (Country) Visas
(Transit/Student/Tourist…)
B. Core Section (gymdesk.com): Open a Gym; Manage a Gym
C. Core Section (welzo.com): Health Types (Women’s/Men’s/Sexual Health…)
and Problems

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 D. Core Section (mangolanguages.com): European/Asian/African Language +
Literature, Grammar, Art, Etc...
E. Core Section (oscarwylee.com.au): Eye Health, Optometrist Appointments
F. Core Section (yamm.com): Email Marketing and Email Types
Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

6. Determine the Outer Section

The Outer Section of the Topical Map is to improve the overall Historical Data by gaining
more impressions and clicks.
The aim is to increase overall topical relevance and contextual consolidation of the web
source for the specific entity.
The Outer Section of the Topical Map focuses on the minor attributes of the entity.
The Outer Section aims to rank content and support the Core Section by internally
linking to the Core Section primarily.
Examples:
A. Outer Section (vizem.net): German (Country) (Residence Permit, Citizenship,
Immigration Registration, Consulate, Religion, Language School, Etc…)
B. Outer Section (gymdesk.com): Martial Arts, Learning Athletism
C. Outer Section (welzo.com): Drug Encyclopedia, Immunity
D. Outer Section (mangolanguages.com): Language Origin, Language History,
Language Translation, Language Dictionary
E. Outer Section (oscarwylee.com.au): Lenses, Frames, Hinges, Face Shapes
F. Outer Section (yamm.com): Email Servers, Email Components, Email Services
(Yahoo, Gmail, etc…)
NOTE: At any point during further research, such as Fundamental Research or
Generating Topics, you might need to revisit these five Topical Map Components,
particularly the Core and Outer sections, and make necessary adjustments.
TIP: Try to identify the main topics early in the research process. Consider where you
would place them in the topical map and how you would connect them to one another.

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Source:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)
● Course - Topical Map Components (Lecture 4)
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

Examples of 5 Main Topical Map Components

vizem.net
● Source Context: German (Country) Visa Consultancy
● Central Entity: Germany (Country) + Visa
● Central Search Intent: Know/Go + Germany (Country)
● Core Section: Types of German (Country) Visas (Transit/Student/Tourist…)
● Outer Section: German (Country) (Residence Permit, Citizenship, Immigration
Registration, Consulate, Religion, Language School, Etc…)

gymdesk.com
● Source Context: Trainer and Gym Management Software
● Central Entity: Gym, Personal Trainer, Sport Branches
● Central Search Intent: Opening and Managing a Gym Digitally; Finding a
Personal Trainer
● Core Section: Health Types (Women’s/Men’s/Sexual Health…) and Problems
● Outer Section: Martial Arts, Learning Athletism

welzo.com
● Source Context: Health Encyclopedia and Telehealth Service
● Central Entity: Health Problems and Solutions
● Central Search Intent: Find a Correct (Diagnosis/Treatment/Drug/Doctor)
● Core Section: Health Types (Women’s/Men’s/Sexual Health…) and Problems
● Outer Section: Drug Encyclopedia, Immunity

mangolanguages.com
● Source Context: Language Learning App
● Central Entity: Germany Language and Linguistics
● Central Search Intent: Learn (Speaking, Listening, Singing, Reading, Writing,
Asking, Answering, Dreaming) in X Language

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 ● Core Section: European/Asian/African Language + Literature, Grammar, Art,
Etc...
● Outer Section: Language Origin, Language History, Language Translation,
Language Dictionary

oscarwylee.com.au
● Source Context: Optometrist and Glasses eCommerce
● Central Entity: Eye Health and Glasses
● Central Search Intent: Find Optometrist for Glasses
● Core Section: Eye Health, Optometrist Appointments
● Outer Section: Lenses, Frames, Hinges, Face Shapes

yamm.com
● Source Context: Email Merge Software
● Central Entity: Mail Merge
● Central Search Intent: Send Bulk Emails for Email Marketing
● Core Section: Email Marketing and Email Types
● Outer Section: Email Servers, Email Components, Email Services (Yahoo,
Gmail, etc…)

Imaginary Example
● Source Context: Contract Management Software
● Central Entity: Contract
● Central Search Intent: Efficiently Manage and Automate Contracts
● Core Section: Contract Management Software, Contract Lifecycle Management,
Contract Templates
● Outer Section: Contract Types, Contract Elements, Contract Compliance

7. Conduct Fundamental Research

Conduct fundamental research on the chosen Central Entity(ies) for the Topical Map.
Fundamental research ensures you have a comprehensive grasp of the topic, enabling
you to create a Topical Map.
NOTE: Not all steps in this section (7. Conduct Fundamental Research) are required to
create a functioning Topical Map. Depending on time and resources, you may skip
some steps in the section. However, the more steps you follow, the more
comprehensive your Topical Map will be.

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7.1. Research the Knowledge Domains, Contextual Domains,
Contextual Layers
7.1.1. Knowledge Domains
Knowledge Domains encompass the specific queries, entities, layout designs, search
patterns, and user segments relevant to a particular field of study or area of expertise.
Key Components of a Knowledge Domain:
● Specific Information: Includes the detailed facts, concepts, and terms relevant
to the domain.
● Layout Design: Refers to how information is presented and organized on a
webpage.
● Sentence-Information Structure: The way sentences are constructed to convey
information clearly and effectively.
● User-Satisfaction Model: A method that ensures content meets the needs and
expectations of users.
Use Knowledge Domain Term Extractor GPT to create a listing of terms relevant to
your topic.
The output includes a table with term, its definition, an importance score for the topic
(on a scale from 1 to 10), adjacent contexts, most important named entities, and most
essential predicates.
Source:
● Course - Examining Initial, Past, and Live Results with Semantic SEO Concepts
(Lecture 27)
● Case Study - Importance of Semantic Network for SEO: Creating Semantic
Content Networks with Query and Document Templates
● Course - From Saigon to Saigon - Orchestrating Agents in the Age of AI Empires
(Dubai Presentation, 2024)

7.1.2. Contextual Domains

Contextual Domains represents an entity with a contextual angle for being processed. It
refers to the depth and breadth of contexts and angles associated with an entity.
A document that covers more contexts and angles with different hierarchy levels, it
means that it has better Contextual Coverage. A Contextual Coverage represents the
processing angles of a concept.

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If the Contextual Domain has many sub-parts, they should be handled as Contextual
Layers.
Source:
● Course - Examining Initial, Past, and Live Results with Semantic SEO Concepts
(Lecture 27)
● Case Study - Importance of Semantic Network for SEO: Creating Semantic
Content Networks with Query and Document Templates

7.1.3. Contextual Layers

Contextual Layers are the multiple, interconnected levels of meaning and significance
that exist within a contextual domain.
Source:
● Course - Examining Initial, Past, and Live Results with Semantic SEO Concepts
(Lecture 27)
● Case Study - Importance of Semantic Network for SEO: Creating Semantic
Content Networks with Query and Document Templates

7.1.4. Examples of Knowledge Domains, Contextual Domains,

Contextual Layers
The questions below are not the same in terms of Knowledge Domains:
● What are the most useful books for children with severe insomnia over 6 years
old?
● What are the most useful games for children with low-level anxiety under 6
years old?
The questions below are not the same in terms of the Contextual Domain:
● What are the most useful fruits for children with insomnia?
● What are the most useful fruits for children with anxiety?
Going deeper, the questions below are not the same in terms of the Contextual Layer:
● What are the most useful fruits for children with severe insomnia over 6
years old?
● What are the most useful fruits for children with low-level anxiety under 6
years old?

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NOTE: Contextual Coverage can be understood by the Context Qualifiers. A Context
Qualifier can be an Adjective, Adverbial, or any other Preposition such as phrases
beginning with “for”, “in”, “at”, “during”, while”, etc.
Source:
● Course - Examining Initial, Past, and Live Results with Semantic SEO Concepts
(Lecture 27)
● Case Study - Importance of Semantic Network for SEO: Creating Semantic
Content Networks with Query and Document Templates

7.2. Understand Query Semantics

Query Semantics refers to understanding the meaning and intent behind a user's search
query, derived from user behaviors and perceptions.
An understanding of Query Semantics is crucial for building effective Topical Maps and
Semantic Content Networks tailored to your target users.
Query Semantics provide insights into the following aspects:
● Search Query Patterns: Understand common query patterns in your Knowledge
Domain.
● Search Query Autosuggestion: Understand predictive recommendations
offered to users as they type their queries in search engines.
● Perspectives: Understand the different angles or viewpoints from which
information can be queried and presented. For example, a query about "global
warming" can be explored from scientific, political, or economic perspectives.
● Related Search Activities: Understand the additional tasks users might engage
in before or after their initial query.
● Query Concepts: Understand additional Query Concepts.
○ Query Path: Understand the sequence of user-entered queries in a
search session to analyze how users refine their searches.
"symptoms of flu" → "flu treatments"
○ Correlative Queries: Understand the queries that are frequently searched
together.
"best outdoor hikes" & "hiking gear"
○ Sequential Queries: Understand the progression of queries within a
search session where each query builds upon the last.
"how to start a blog" → "best blogging platforms" → "SEO tips for
bloggers"
Source:
● Course - Introduction to Query Semantics (Lecture 2)

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7.3. Conduct Manual Research
7.3.1. Manual Research Tools
● Wikipedia: Provides comprehensive information on a wide range of topics,
including historical context, key concepts, and notable figures.
● Wikidata: Offers structured data related to various entities that are useful for
understanding relationships and attributes.
● Wiki Graph: Shows linked topics (Wikipedia pages) and connections in a visual
map.
● InfraNodus: Text network visualization tool that maps search query relationships.

7.3.2. Search Engines (Google/Bing/DuckDuckGo)

● Autocomplete: Use the autocomplete feature to discover search queries related
to your Central Entity.
● Refinement Bubbles/Buttons: Examine these to understand common
refinements and related topics users are interested in.
● Knowledge Graph: Review the Knowledge Graph for insights into related
entities and contextual information.
● Titles & Meta Descriptions in SERPs: Analyze these to understand how
competitors position their content and what search engines choose to display
and highlight.
● People Also Ask (PAA): Review the PAA section to identify common questions
and concerns related to your Central Entity, providing insights into user intent.
● Related Searches: Look at the related searches at the bottom of the SERPs to
discover additional topics and queries relevant to your Central Entity.

7.3.3. Image Search (Google/Bing)

● Autocomplete: Use the autocomplete feature to discover search queries related
to your Central Entity.
● Refinement Bubbles/Buttons: Examine these to understand common
refinements and related topics users are interested in.

7.3.4. YouTube Search

● Autocomplete: Use the autocomplete feature to discover search queries related
to your Central Entity.
● Refinement Bubbles/Buttons: Examine these to understand common
refinements and related topics users are interested in.
● Titles & Meta Descriptions: Analyze these to understand how competitors
position their content.

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7.3.5. Pinterest Search
● Autocomplete: Use the autocomplete feature to discover search queries related
to your Central Entity.
● Refinement Bubbles/Buttons: Examine these to understand common
refinements and related topics users are interested in.
● Titles & Meta Descriptions: Analyze these to understand how competitors
position their content.

7.3.6. Additional Content Formats

● Videos, Courses, Forums, PDFs, Books: Investigate a variety of content
formats to gain a comprehensive understanding of your Central Entity and
related topics.

7.4. Develop Ontology and Model Taxonomy

You can consider developing ontology and modeling taxonomy for the given topic. Then
you can delve deeper into a specific sub-topic to develop further ontology and model
further taxonomy.
Presented below is a prompt you could use to develop ontology and model taxonomy.
Outputs will differ depending on the Large Language Model (LLM) tool you use.
TIP: Use all of the available tools ChatGPT/Microsoft Copilot/Gemini/Claude.

Let’s think step by step.

Topic: [Central Entity from Step 3.]
Develop ontology for main site concepts and entities.
Model taxonomy, properties, and relationships.

7.5. Gather Elements of the Central Entity

NOTE: Most examples are given in the context of a “Contract Management System”.

7.5.1. Entities
Identify and list all related entities connected to the Central Entity. These can include
sub-entities, related concepts, and other relevant topics.

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 ● Example: Contract, Client, Vendors, Employees…

7.5.2. Attributes
Determine the attributes associated with the Central Entity. Attributes are the properties
or characteristics that describe the entity in detail.
● Example: Contract ID, Client Name, Vendor Name, Contract Date…

7.5.3. Nouns
Compile a list of nouns that are commonly associated with the Central Entity. These
nouns will help in understanding the context and scope of the entity.
● Example: Agreement, Amendment, Clause, Compliance, Signature…

7.5.4. Verbs
Identify verbs frequently linked to the Central Entity. Understanding these verbs will help
in constructing meaningful sentences and actions related to the entity.
● Example: Sign, Execute, Amend, Rener, Terminate, Review, Approve, Track…

7.5.5. Relationships
Map out the relationships between the Central Entity and other entities. This includes
hierarchical, associative, and causal relationships.
● Example:
○ Hierarchical: Contract → Clause
○ Associative: Client ↔ Contract
○ Causal: Contract Renewal → Notification Sent

Presented below is a prompt you could use to quickly extract entities, attributes, nouns,
verbs, and relationships.
Outputs might differ depending on the tool you use.
TIP: Use all of the available tools ChatGPT/Microsoft Copilot/Gemini/Claude.

Let's think step by step.

Source Context: [Source Context from Step 2.]
Central Entity: [Central Entity from Step 3.]

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Central Search Intent: [Central Search Intent from Step 4.]
Extract all entities, attributes, nouns, verbs, along with their possible relations with each
other.

7.5.6. Word Relations

● Synonyms: List related synonyms, which are words that have similar or nearly
the same meaning.
○ Example:
■ Contract: Agreement, Deal
■ Client: Customer, Buyer
■ Vendor: Supplier, Provider
● Antonyms: Identify related antonyms which are words that have an opposite
meaning.
○ Example:
■ Sign: Revoke
■ Approve: Reject
■ Renew: Terminate
● Hypernyms: Identify related hypernyms, which are general terms that denote a
broad category under which more specific words (hyponyms) are included.
○ Example:
■ Agreement
● Hyponyms: Determine related hyponyms, which are words that denote a specific
item or concept within a broader category defined by a hypernym.
○ Example:
■ Agreement: Non-disclosure Agreement (NDA), Service Level
Agreement (SLA), Employment Agreement
● Holonyms: Identify related holonyms, which are words that denote a whole of
which a part is referred to by another term (the counterpart being meronyms).
○ Example:
■ Contract
● Meronyms: List related meronyms, which are words that refer to a part of
something, where the whole is represented by another term.
○ Example:
■ Contract: Clause, Signature, Effective Date
● Troponyms: Determine related troponyms, words that specify a particular
manner of doing something, detailing how the action is performed within a
broader verb category.
○ Example:

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 ■ Sign: Autograph
■ Review: Inspect
● Entailment: Identify related entailments, which are logical conclusions or
outcomes directly related to the Central Entity(ies).
○ Example:
■ Contract Signed → Obligations Begin
■ Contract Expiry → Renewal Process Initiated

7.5.7. Other Types of Word Relations

● Acronyms: Words formed from the initial letters of a series of words, pronounced
as one word or by spelling out the letters.
○ Example:
■ ​NDA: Non-Disclosure Agreement, a contract that ensures
confidentiality.
■ SLA: Service Level Agreement, a contract that defines the level of
service expected from a service provider.
■ RFP: Request for Proposal, a document requesting proposals from
vendors.
● Capitonyms: Words that change meaning and sometimes pronunciation when
capitalized.
○ Example:
■ Contract (formal agreement) vs. contract (to shorten or shrink).
■ Lead (to guide) vs. lead (a type of metal).
● Demonyms: Terms for residents or natives of a particular place.
○ Example:
■ Londoner: A resident of London, often referenced in contracts for
legal jurisdiction or service location.
■ Californian: A resident of California, relevant for contracts
specifying state laws.
● Eponyms: Words derived from the name of a person or place, often related to a
discovery, invention, or other notable association.
○ Example:
■ Gantt Chart: Named after Henry L. Gantt, used for project
timelines in contract management.
● Heteronyms: Words that are spelled the same but have different pronunciations
and meanings.
○ Example:
■ Contract (formal agreement) vs. contract (to shrink).
■ Record (documented information) vs. record (to capture
information).

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 ● Homonyms: Words that sound alike but have different meanings; these can be
homophones (same sound, different spelling) or homographs (same spelling,
different sound).
○ Example:
■ ​Seal: Can mean to close a contract formally (signature) or the
physical stamp used for sealing.
■ Terms: Can refer to the conditions in a contract or academic
periods in a university setting.
● Polysemes: Words with multiple, related meanings.
○ Example:
■ Clause: Can refer to a specific section in a contract or a
grammatical unit in a sentence.
■ Party: Can refer to a participant in a contract or a social gathering.
● Retronyms: New terms created from existing words to differentiate the original
from a newer form or version.
○ Example:
■ Hard Copy Contract: Differentiating from digital contracts that
became more common.
■ Manual Signature: Differentiating from electronic signatures in
modern contract management.
● Toponyms: Words derived from the names of places, often used to describe
something originating from or commonly associated with that location.
○ Example:
■ Geneva Agreement: A contract or treaty named after Geneva,
often referring to international agreements.
■ Paris Convention: An agreement related to intellectual property
named after Paris.

8. Generate Topics for the Topical Map

8.1. Analyze Competitor Topical Coverage
Competitor Topical Coverage refers to how well a competitor's website covers the
graph of topics related to a particular subject.
Competitor Topical Coverage helps evaluate the competitor's authority and relevance
regarding the subject they cover. Competitor Topical Coverage significantly influences
a website's competitiveness and standing in search engine results for specific queries.
Understanding Competitor Topical Coverage is important because
reverse-engineering industry leaders provide a comprehensive view of their topical
coverage and performance - what works and what doesn't.

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Competitor Topical Coverage involves scraping all topical coverage from authoritative
sources to understand the Topical Coverage, reverse-engineer, and benchmark
momentum.
To find an authoritative source, you can classify your site against the central entity use:
● Ahrefs:
○ Organic Competitors report
○ Traffic Share by Domain report for selected keywords (up to 10,000
keywords)
● Google Search: Manual research.
To extract Topical Coverage of a specific competitor:
● Scrape competitor sitemaps.
● Or export published pages by your competitors from the Top Pages report in
Ahrefs with:
○ URLs
○ SERP Titles
○ Traffic Share per Page
○ Value
○ Top Keyword
○ Volume
○ Position

8.2. Follow Token Insertion Methodology for Topical Maps

The Token Insertion Methodology for Topical Maps is one of the simplest ways to
generate topics.
You will need to generate all the probable probabilities of word distributions.
Distribute words that can appear:
● Before the Central Entity.
● Between the Central Entity (if Central Entity contains 2-words).
● After the Central Entity.
In the case of a two-word Central Entity, generate all possible word distributions for
individual word instances.
● Optional Token + Central Entity (1st Word)
● Optional Token + Central Entity (1st Word) + Optional Token
● Central Entity (1st Word) + Optional Token
● Optional Token + Central Entity (2nd Word)
● Optional Token + Central Entity (2nd Word) + Optional Token

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 ● Central Entity (2nd Word) + Optional Token
● Optional Token + Central Entity (Both Words)
● Optional Token + Central Entity (Both Words) + Optional Token
● Central Entity (Both Words) + Optional Token
● Central Entity (1st Word) + Optional Token + Central Entity (2nd Word)
Example:
● Optional Token + Contract
● Optional Token + Contract + Optional Token
● Contract + Optional Token
● Optional Token + Management
● Optional Token + Management + Optional Token
● Management + Optional Token
● Optional Token + Contract Management
● Optional Token + Contract Management + Optional Token
● Contract Management + Optional Token
● Contract + Optional Token + Management
Search engines guess the probable probabilities of word distributions and possible
contexts for the distributions.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

By following the Token Insertion Methodology, you will gather all possible word
distributions for that Central Entity.
To follow the Token Insertion Methodology, enter the Central Entity word(s) into
your preferred Keyword Research tool, using the Terms Match report to obtain a
broad range of word distribution options.
● Google Search Console (GSC): Extract all ranking queries from an existing
website.
● Ahrefs: Enter the Central Entity in the Keyword Research tool > Matching terms
> All terms > Terms match
● Semrush: Enter Central Entity in the Keyword Magic tool > All > Broad Match.
● SEO Search Keyword Tool (Chrome Extension): Enter Central Entity, select
Modifiers and Sources.
● QuestionDB: Enter Central Entity and extract questions.

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However, this approach may be limited if you choose the wrong words for searching all
possible word distributions.
Another disadvantage is that filtering through these word distributions might be too
time-consuming to retain the most contextually relevant ones according to your Central
Entity and Central Search Intent.

8.3. Consider Finding a Database

Try to find a database that you can base your Topical Map around.
Some common dataset resources are listed below.
● Kaggle
● Google Dataset Search
● Data.gov

8.4. Manually Generate Topics

Do not avoid generating topics manually.
Manual topic generation allows for a more nuanced and comprehensive understanding
of your Central Entity and its related contexts.
1. Consider all relevant topics where you can connect your Central Entity and
expand.
2. Step by step, search, uncover new topics, and decide whether you would want
to cover those new topics in your Topical Map and where exactly - in a separate
page or not.
3. Look at the queries from Token Insertion, analyze Competitors and their
Sitemaps, and identify competitor Topical Gaps that make sense to cover.
4. Use Large Language Models (LLMs) as a source of inspiration. Remember,
LLMs predict words randomly, so they should complement your manual efforts.
5. Talk to the client if relevant and customer support personnel if possible. They
can provide insights into common questions and concerns.
6. Think about the target audience and who would search for your topic.
Understand their true motives, intentions, and related search interests.
7. Consider the primary countries of your target user group and tailor topics to
their specific needs and contexts.
By manually augmenting and generating topics, you ensure that your Topical Map is
more relevant, comprehensive, and aligned with the Central Entity and Central Search
Intent.

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8.5. Gather Predicates/Verbs, and Noun and Attribute
Sequences
Gather all possible predicates (verbs), nouns, and attribute sequences related to your
Central Entity. This helps in creating content that aligns with the Central Entity and
Central Search Intent.
1. Identify Predicates/Verbs: List all actions related to your Central Entity.
2. Identify Noun and Attribute Sequences: List all relevant noun and attribute
associations.
3. Create Contextual Phrases: Combine verbs, nouns, and attributes to form
contextual phrases.
Examples:
● Sign Contract
● Amend Contracts
● Renew Contracts
● Terminate Contracts
● Review Contract Clauses
● Track Contract Statuses
● Manage Contract Deadlines
● Contract Templates
● Freelance Contract Template
● Construction Contract Template
Always try to bring context back to the Central Entity and Central Search Intent.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
● Semantic Search for Semantic SEO: Understanding the Verbs of Life

8.6. Identify the Best Noun-Predicate/Verb Relationships

1. Prepare Query Data:
a. Use the query data gathered from previous steps.
2. Filter for Nouns and Verbs:
a. Use filters to include each noun and verb identified.
3. Combine Nouns and Verbs:
a. Get all combinations of connected outcomes (nouns) relevant to the
Source Context.
4. Sequence Modeling:

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 a. Develop sequences for different entities to illustrate how they relate to
each other.

Example of sequence modeling for different entities:

● Lawyers review contracts

● Managers approve agreements

9. Filter Queries
Once you have generated a large number of queries, especially using bulk methods like
Token Insertion, it's important to filter out irrelevant queries.
● Attribute Relevance: This is the relevance of the attribute to your Source
Context. Ensure the attribute aligns with your central topic and search intent.
● Attribute Prominence: Refers to the importance level of an attribute based on
the definition of the entity.
○ Example: For "Germany," the term "population" is highly prominent
because without its population, Germany wouldn't be defined as a country.
Conversely, removing "league" from "German league" doesn't affect
Germany's definition as a country, nor it is a relevant attribute.
● Attribute Popularity: Determined by the search demand (volume). High-volume
attributes are more popular and should be prioritized.
○ + Trending: In addition to attribute popularity, consider the trendiness of
an entity and attribute pair. If you have two queries with equal search
demand (e.g., 2,000 searches per month), prioritize the one that is
trending.
Source:
● Course - Attribute Filtration and Criteria (Lecture 16)
● Holistic SEO & Digital - Importance of Entity, Attribute, Value (EAV) Architecture
for SEO: Choosing the Right Attributes with Accurate Values from Text
● YouTube - Entity Attribute Value (EAV) SEO Case Study - Semantic Content
Networks with Templates

You can consider prioritizing the queries according to their RPP Score (optional).
● Relevance - Column A
● Prominence - Column B
● Popularity - Column C
Basic RPP Score formula = (A2 * 2) * (B2 * 1) * (LOG(C2 + 1) * 2)

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NOTE: Specified columns A, B, and C are just to represent the formula. You will have to
built it into your sheet yourself if you decide to use it.

10. Cluster Queries

NOTE: Although the information in this section is not covered in the course, and I didn't
find Koray mentioning it, I personally find it useful, especially after following the Token
Insertion Methodology and generating hundreds of topics.
This should be taken with a grain of salt but could be considered.
After filtering, you can consider clustering your queries (using the SERP-Based
clustering method) to determine whether they need separate pages or can be grouped
together.
This method is particularly useful if you have thousands of queries.
Use a SERP similarity threshold (commonly set at 3) to cluster queries. SERP similarity
threshold of 3 means that if three or more top results for both queries are the same, the
queries are clustered together, assuming users are seeking similar information.
After initial clustering, manually review the SERPs for each query that does not belong
in a given cluster to refine your clustering decisions.
Check the titles and meta descriptions of the pages appearing in the SERPs.
Sometimes, Google may rewrite these, so evaluate the context to decide whether
queries should be added to a specific cluster or the query deserves a separate page.
Some tools for SERP-based clustering are listed below.
● Keyword Cupid
● Key Clusters
● Keyword Insights
● Asymmetric Data
● SEO Utils - SERP Clustering
Or use a script: How to do 🚀SERP-based Keywords Clustering using 🐍Python?
How Many Pages to Create and How Wide to Go?
After generating all the topics for your Topical Map, only those topics with search
demand (search volume) should be processed further and created as separate pages.
Topics lacking search demand should be integrated into existing pages as micro
contexts in the supplementary content area.
Understanding index construction is crucial in this process.

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It is essential to know which topics will require a separate index.
By analyzing search engine results pages (SERPs), you can determine whether a topic
warrants a new page. For example, a topic with an estimated monthly search volume of
30 might require a new page, while a topic with 2000 monthly search volume might not.
The goal is to enter the correct indexes, gain attention from them, and replicate this
process for other topics.

Index Construction
Index construction is the process by which search engines organize and store data to
efficiently retrieve relevant information in response to user queries.
Several factors influence this process:
● Local Proximity: This refers to the closeness of one object or entity to another
within a specific geographic area. It affects which brands or businesses and their
web sources rank higher for specific locations.
● User Behaviors and Clusters: Search engines analyze user behaviors and
cluster similar behaviors together. User clustering personalizes user experiences
based on factors such as locale, areas of interest, time of search query, and
query paths.
● Entity Attribute Pairs: Search engines construct new indexes for new entities,
attributes, or regions based on user behaviors and contextual closeness. They
refine query terms by considering the end context, a phenomenon known as
"query enhancement" and "query processing."
Search engines match context clusters and user clusters to create an index. This index
contains pairs of queries, users, and document clusters to fulfill related and potential
search activities. For instance, for a search on “X disease,” search engines might
cluster symptoms and treatment information together in the same index, hence one
page should be created that include both symptoms and treatment information.
Source:
● LinkedIn Newsletter - 120% Organic Click Growth with Local Penetration and
Proximity Understanding
● YouTube - Topical Authority with Multilingual and Multiregional SEO Projects -
120% Organic Click Increase

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How to Decide When to Open a New Page or Merge 2
Contexts in One Page?
Create Fewer, Stronger Pages
● Always aim to create fewer, stronger pages with more value (Information +
Action).
● Analyze Google Search Console (GSC) data to decide if distinct query set needs
a separate page.

Determine Breadth and Depth

● Decide how wide to go and when to delve deeper based on the context of your
topical map.
● Start with the nearest attribute related to your central topic and expand from
there.
● If unsure about a topic's importance, give it lower priority and monitor its
performance using GSC data.
● Assimilate key topics first, then gradually expand.

Consider Key Factors

● Base your decisions on logical relevance to your central topic.
● Take into account your budget, available resources and preference (granular or
broader).
● Analyze your competitors to see how extensively they cover similar topics. Aim to
match or exceed their coverage where possible.

11. Consider Vastness - Depth - Momentum

Vastness - Depth - Momentum are principles that must be considered when creating a
Topical Map.
It means, go wider (Vastness), go deeper (Depth), go faster (Momentum).
Depending on whichever is missing out of these three, you will have to complete its
missing effect by improving another.
You can configure a Semantic Content Network perfectly but if the competitor has a
higher Momentum and more Depth, you will lose rankings.
It is always recommended to create a wide Topical Map while connecting everything
together.
Then, go deeper for a specific Main Attribute and the Context.

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Sources:
● Course - Fundamentals of Semantic SEO
● Course - Introduction to Real Topical Maps (Lecture 3)

12. Complete a Raw Topical Map

A Raw Topical Map is an Entity + Attribute pair.

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A Processed Topical Map is a refined version of the Raw Topical Map, formatted as a
Title Tag.
Create a Raw Topical Map with the best possible word combinations and connect them
using Query Networks to ensure comprehensive Topical coverage.
● Contract Management (Central Entity)
● Manage/Streamline Contract Processes (Central Search Intent)
● Contract Templates (Hypernym)
● Contract Elements (Meronyms)
Source:
● Course - Processed and Raw Topical Maps (Macro - Micro Contexts) (Lecture 6)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

12.1. Use Lexical Semantics

Lexical semantics focuses on the meaning of words and the relationships between
them.
For example, in the case of a website providing “Contract Management Software”, one
likely word that could follow “Contract” is “Template”.
“Contract Templates” is a Hypernym.
You will need to find the Hyponyms - individual samples.
● Contract Templates (Hypernym) => Employment Contract Template (Hyponym)
● Contract Templates (Hypernym) => Freelance Contract Template (Hyponym)
● Contract Templates (Hypernym) => Service Contract Template (Hyponym)
● Contract Templates (Hypernym) => Construction Contract Template (Hyponym)
● Contract Templates (Hypernym) => Sales Contract Template (Hyponym)
Source:
● Course - Processed and Raw Topical Maps (Macro - Micro Contexts) (Lecture 6)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

13. Determine Quality Nodes

Quality Nodes are highly important, detailed, and comprehensive pages that are
accessible directly from the homepage of your website.

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Quality Nodes serve as the showcase pieces of your content strategy, similar to placing
your best products in the store window to attract customers.
The purpose of Quality Nodes is to convince search engines to reassess your website,
recognizing its high-quality content, and encouraging them to crawl further and deeper
into your site.
1. Identify Core Topics
a. Choose topics that are central to your website's focus and highly relevant
to your audience.
b. These topics should be broad enough to cover multiple subtopics but
specific enough to provide valuable information.
2. Create Detailed and Comprehensive Content
a. Write long-form content that thoroughly explore the chosen topics.
b. Include various content types such as text, images, infographics, videos,
and interactive elements to enhance user engagement.
3. Ensure Direct Homepage Access
a. Feature these Quality Nodes prominently on your homepage.
b. Use internal links to direct traffic from these nodes to other relevant pages
on your site.
4. Encourage Search Engine Crawlers
a. Quality Nodes should signal to search engines that your site has
substantial, high-quality content.
b. This encourages search engines to crawl more pages, improving the
overall indexing and ranking of your site.
Source:
● Course - ​Central Entity, Central Search Intent, and Site-wide Ngrams (Lecture 5)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

14. Include Trending (Popular) Nodes

Trending (Popular) Nodes refer to entities or topics that are currently popular among a
group of users.
Include Trending Nodes for higher crawl and indexing prioritization from the search
engine crawlers. Popular and trending topics will also help increase historical data.
Popular or “fun and entertainment” related topics also increase chances of getting
Google Discover traffic which also helps increase historical data.
Ensure that Trending Nodes are connected to your Core Section, transferring authority
and quality signals.

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For example, if AI is trending in your industry, create content related to AI (how ti can be
utilized in the industry) or create dedicated AI tools and link it back to the Core Section.
You can also exploit trending events throughout the year by publishing new Semantic
Content Networks, and configuring before the next “peak”.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
● LinkedIn Newsletter - A Case Study Highlight for SaaS SEO: %9.699.900 Click
and %2.884.515,38 Impression Increase - Finance SEO Case Study
● YouTube - How to Rank with Topical Authority in 2024: 1000x Growth in Finance
Niche in 5 Months
● YouTube - Semantic SEO Strategy: Case Study - How Google Ranks

Some tools that could help identify popular topics are listed below.
● Google Trends
● Glimpse
● Exploding Topics

15. Create Title Tags and Determine the Macro

Contexts
Title Tags are the processed version of the raw Topical Map (Entity + Attribute).
In the Title Tag, we verbalize the raw Topical Map (raw nodes).
You must have only ONE Macro Context (one main focus) for each web page:
● For that specific Context
● For that specific Entity + Attribute pair

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Choose the best possible Macro Context and Title Tag for each web page.
You will need to understand the Query Semantics and choose contexts wisely.
● Analyze how different queries relate to your central topic.
● Identify the best possible contexts to connect related q​​ueries.
● Select contexts that have substantial search demand and relevance.
● Avoid creating pages for non-existing or extremely low search demand queries.
For example query "Agency Agreement Management Software" does not exist.
Related query could be "Agency Agreement Template".
You can aim to rank for queries with significant search demand, such as "Agency
Agreement Template," and use these pages to transfer ranking signals to "Contract
Management Software."
Common Title Tag writing methodologies are explained below.
● Use Conjunctive Words
○ Combine terms with "and" or use conditional synonym phrases to expand
the context slightly.
○ "Costs and Conditions of Living in Germany" (Life in Germany)
● Utilize Entity Sets
○ Reflect an entity set by using plural nouns followed by attributes.
○ "Famous German Singers, Their Works, and Their Awards" (German
Singers)
● Repeat Main Words of Topics in the Core Section
○ For topics in the Core Section, repeat certain types of words to reflect
overall topicality.
○ "Germany Visa: Germany Visa Application and Fee" (Germany Visa)
● Use Lemmatization and Lexical Relations
○ Use lemmatizations and lexical relations (Hypernym, Hyponyms,
Meronyms).
Source:
● Course - Processed and Raw Topical Maps (Macro - Micro Contexts) (Lecture 6)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

16. Determine URL Slugs

Creating an effective URL structure is essential for ensuring search engines understand
your website's content and context.

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Key principles for URL structure are presented below.
● Avoid Repetition and Keep It Simple
○ Do not repeat words in the URLs.
○ Use single words or two-word combinations per path segment.
● Create Logical and Reflective URL Slugs
○ Ensure URLs logically reflect the main topic.
○ Align the URL structure with the website's topicality to enhance initial
rankings and crawlability.
● Internally Link Based on Shared Attributes
○ Internally link pages with shared attributes.
○ Example
■ example.com/germany/life/culture →
example.com/germany/visa/culture
● Create Contextual Pathways
○ Ensure URLs are logical and reflect the content hierarchy.
○ Example
■ example.com/germany/life/culture/religion indicates that "Religion"
is processed in the context of "Culture" in "Germany."
● Ensure Title Tag Alignment
○ URL structure should align with the title tags to maintain consistency.
○ Example
■ example.com/germany/life/culture/religion
■ "Religion and Belief Structure in Germany"
URL structure comparing Core and Outer Section of the Topical Map are explained
below.
● Core Section (Flat Structure)
○ Focus on keeping URLs more straightforward and directly related to the
main entity.
○ Example: For a site about German visas, the URLs should be concise and
to the point.
○ Examples
■ example.com/germany/visa/study
■ example.com/germany/visa/family-unification
■ example.com/germany/visa/visit
■ example.com/germany/visa/c-type
■ example.com/germany/visa/transit
● Outer Section (Deeper Structure)
○ Use a deeper URL structure for more specific or related content that
branches out from the core topics.

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 ○ These pages should link back to the core topics to maintain a coherent
structure.
○ Examples
■ example.com/germany/life/culture
■ example.com/germany/life/culture/religion
■ example.com/germany/life/culture/politics
Hierarchical Information Tree is explained below.
● Root
○ The core entity from which all content stems.
○ Example
■ example.com/germany/
● Seeds
○ Core and outer topics that are directly linked from the root.
○ Example
■ example.com/germany/visa/
● Nodes
○ Supportive pages that detail specific aspects of the seed topics.
○ Nodes link back to seeds and sometimes other nodes.
○ Example
■ example.com/germany/life/culture/politics
■ example.com/germany/life/culture/religion
Source:
● Course - Topic Distillation with Information Architecture (Lecture 7)

17. Write Meta Descriptions

Meta descriptions are summaries of the content on a webpage.
Although meta descriptions are not a direct ranking factor, they play an important role in
reflecting your website’s overall topicality and enticing users to click through to your site.
Key principles for writing meta desriptions are presented below.
● Repeat the Title Tag with Different Wording
○ Start by restating the title tag in a slightly varied form.
● Expand to Include Main Sections
○ Briefly describe the main sections of the webpage to give users an
overview.
● Include Synonyms and Alternative Words
○ Use synonyms or similar terms to enhance the description and match
different search query variations.

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 ● Include Attributes
○ Mention specific attributes related to the content, such as prices,
durations, languages, services, advantages, etc.
● Reflect Page Content Order
○ Ensure the meta description follows the same order as the sections on the
webpage.
● Ensure Consistency
○ Create a consistent template or pattern for your meta descriptions to help
search engines recognize the pattern.
Example Title Tag
● Language Schools in Germany and Language Education in Germany
Example Meta Description
● German Language Schools and Language Education in Germany. Best
Language Courses. Prices, Duration. German, English, and French. Free
Courses. Advantages and Visa.
Source:
● Course - Context Signals in Title Tags and Descriptions (Lecture 8)

18. Write Image URL Slugs

Image URL slugs play an important role in enhancing the overall topicality and
contextual relevance of your content.
Steps to write image URL slugs are presented below.
● Reflect Title Tag, URL, and Meta Description
○ Ensure the image URL slug expands on the title tag, URL, and meta
description.
○ Try to use synonyms or related vocabulary that were not previously used.
● Keep It Concise
○ Image URLs should be short, ideally not exceeding 3-4 words.
○ Shorter URLs are easier for search engines to process and understand.
● Use Relevant Queries
○ Include key terms that accurately describe the image and align with the
page’s content.
Example 1
● Title Tag: Climate Characteristics and Fauna in Germany
● URL: /germany/life/climate/

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 ● Meta Description: Climatic Characteristics in Germany. Fauna…
● Image URL: germany-climate
Example 2
● Title Tag: Costs and Conditions of Living in Germany
● URL: /germany/life/costs/
● Meta Description: Expenses and Conditions of Living in Germany. Average Life
Expectancy. Cost of Rent and Accommodation...
● Image URL: germany-living-costs
Source:
● Course - Context Specification with IR Zones (Lecture 10)

19. Write Image Alt Texts

Image alt text not only helps visually impaired users understand the content of images
but also enhances SEO by providing more context and keywords related to the content.
Steps to write image alt text are presented below.
● Expand on Image URL Slug
○ Use the words in the image URL slug and add more context and similar
terms.
○ Do not use complete sentences; use conjunctive words like “and” to
connect terms.
● Include Relevant Terms
○ Ensure the alt text includes key terms that describe the image and align
with the page content.
Example 1
● Title Tag: Climate Characteristics and Fauna in Germany
● URL: /germany/life/climate/
● Meta Description: Climatic Characteristics in Germany. Fauna…
● Image URL: germany-climate
● Image Alt Text: germany climate and vegetation
Example 2
● Title Tag: Costs and Conditions of Living in Germany
● URL: /germany/life/costs/
● Meta Description: Expenses and Conditions of Living in Germany. Average Life
Expectancy. Cost of Rent and Accommodation...
● Image URL: germany-living-costs

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 ● Image Alt Text: living conditions and costs in Germany
Source:
● Course - Context Specification with IR Zones (Lecture 10)

20. Connect and Finalize Core and Outer Sections

● Connect Core and Outer Sections
○ Link the entities’ attributes processed in the Core Section of the Topical
Map with the entity processes in the Outer Section.
● Expand Outer Section
○ Add indirect connections to the Outer Section of the Topical Map. Ensure
that the Outer Section always connects to the “Concept” in the Central
Entity.
● Internal Signals and Core Section
○ The Core Section can be as extensive as needed. However, internal
signals should always flow towards the Core Section.
● Prioritize Sub-sections
○ Prioritize certain sub-sections within both the Core and Outer Sections.
● Expand Specific Sub-sections
○ Further develop specific sub-sections.
● Reorder Sub-sections
○ Change the order of sub-sections within the Core and Outer Sections as
necessary.
● Maintain Proximity of Related Sub-sections
○ Keep related sub-sections close to each other.
● Refine and Complete
○ Refine and finalize both the Core and Outer Sections of the Topical Map to
ensure completeness and coherence.

21. Determine Publication Frequency and Momentum

Establishing Momentum through Publication (or Update) Frequency
● Publication Date: The publication date specifies when you will publish a web
page.
● Patternless Frequency: Create a publishing frequency without a fixed pattern,
varying the timeframes of publication.
● Avoid Core Algorithm Updates: Do not publish new projects during broad core
algorithm updates by search engines.
Initial Launch Strategy

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 ● Initial Publication Volume: Publish at least 20 web pages when launching a
new project.
● Competitive Timeframe: Ensure that you publish more content within a specific
timeframe compared to your competitors to establish initial momentum.
● Bulk Publishing: Publishing a bulk of documents at once (e.g., 20-30
high-quality pages on the same day) can help search engines recognize your
website’s activity more quickly.
● Continuous Publishing: After the initial bulk publication, continue with a
consistent schedule, such as 1 page per week, and gradually increase frequency
up to 3 pages per day until the whole Topical Map is published. Thereafter,
continue with Content Configuration and update pages again.
NOTE: The number of pages you publish in the initial launch depends on the size of the
website. It should make a difference. Publishing 20 pages on a site that already has
1,000 pages won't significantly attract the attention of search engines.
Determining Publication Frequency
● Benchmarking Competitor Momentum: To determine your publication
frequency, benchmark against your competitors' publication momentum. This
involves analyzing how often your competitors publish or update content.
● Competitor Analysis: Analyze competitors' publication frequency by examining
their sitemaps and last modification dates. Aim to understand how frequently
competitors are publishing and updating pages.
● Adjusting Frequency: Aim to publish at a higher frequency than your
competitors, but also consider strategic bursts of activity. You do not need to be
the most active website between two core updates. Being the most active for a
specific month or weeks can be sufficient for search engines to consider your
website as a prominent candidate.
Source:
● Course - Publication and Refreshment Frequency (Momentum) (Lecture 11)

Utilize tools like the Publication Frequency Auditor GPT to audit competitor
momentum by examining their sitemaps and last modification dates.
Alternatively you can use other tools for sitemap data aggregation.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

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 ● Course - From Saigon to Saigon - Orchestrating Agents in the Age of AI Empires
(Dubai Presentation, 2024)

Prioritizing Topics
● Topic Prioritization: Prioritize the most important topics through publishing
frequency.
Use tools like the Outranking Cost Calculator to identify high-priority topics.
For example, the Outranking Cost Calculator could help identify that "Face Shapes" is a
good topic for Oscar Wylee to cover initially before expanding to more competitive
topics.
Understand that publishing X => Y => Z, and Z => Y => X will yield different result.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)
● Course - From Saigon to Saigon - Orchestrating Agents in the Age of AI Empires
(Dubai Presentation, 2024)

Updating Content
● Regular Content Configuration: Update pages and conduct Content
Configuration at least every 6 - 9 months to maintain relevance and search
engine ranking. Update web pages at least with 15% or more changes.
Check the Goolge Search Console (GSC) data and configure the content accordingly.
Analyze impression data to refine your content. Audit the increase in impressions from 0
to positive numbers every week. A search engine indexes and serves a web source for
new queries by trusting the performance of the web source for existing queries it is
served. To help faster query gaining and topical consolidation, optimize further the
newly acquired queries with positive impression changes.
Source:
● Course - Introduction to Koraynese (Koray's Framework) (Lecture 1)
● LinkedIn Newsletter - A Case Study Highlight for SaaS SEO: %9.699.900 Click
and %2.884.515,38 Impression Increase - Finance SEO Case Study
● YouTube - How to Rank with Topical Authority in 2024: 1000x Growth in Finance
Niche in 5 Months

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22. Design a Document Design Template
Document Design Template is a predefined format that is used to organize information
in a web document.
Document Design Template helps signal the purpose of the page based on design
elements.
You might need to design a single Document Design Template for all pages or create
document templates for similar groups of pages, depending on what you plan to cover.
Document Design Template helps decrease the cost of content production and is
important if you plan to process, for example, hundreds of entities of the same type like
Team Color Codes.
Team Color Codes <> Document Design Template
Customization and Uniqueness
● Avoid creating entirely templated pages.
● Incorporate unique questions or vary the order of content to keep each page
distinctive.
● Change the word order or add synonyms to ensure each page appears unique
despite using a template.
To streamline content production and decrease costs, you will need various document
design and title tag template. However, according to the attributes and context signals of
the specific web document, the Content Brief template will need to be modified.
Source:
● Course - Semantic Content Item Brief Template (Sensing Content Network)
(Lecture 26)
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

22.1. Consider Query Semantics

Query Semantics might require to focus on different attributes.
Therefore, the actual web page format might need to change according to Query
Semantics.
Always prioritize Context according to Query Semantics.
Remember, you will need to try to merge the Search Language with the Natural
Language.

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For example, “Email Generator” might mean “Email Writer” and “Email Address
Generator”.
You must prioritize the most probable option in the Macro Context of the document, and
connect the second candidate Context to the Micro Context.
Each document will have:
● Macro Context, Main Content
● Contextual Bridge, Main Content
● Micro Context, Supplementary Content
You will need to understand the Macro and Micro Contexts as much as possible.
Document following a certain template will also have a certain Content Item Brief and
clear pattern in the Content Brief
Example of typical “How to” type page, requiring a step-by-step explanation is explained
below.
● Instruction list as the Macro Context, and Main Content explaining the “how to”.
● Each instruction list item starts with a predicate, formatted in H2.
● There can be connection to the root of the Topical Map in the Main Content area.
● There can be connection to the Source Context, usually, at the bottom of the
page.
● Internal link distribution is similar across pages following the same template.
When creating a Content Item Brief you will still need to check the Query Network and
ensure you are not leaving any query behind. In cases where there is a unique query,
make sure to consider it and perhaps include a unique question in your Content Brief.
Always try to cover everything relevant, as much as possible.
Aim to increase the uniqueness of your web documents, while decrease the query and
your document vocabulary gap. Add unique questions for unique query formats, and
attributes.
Source:
● Course - From Saigon to Saigon - Fundamentals of a Functioning Topical Map
(Chiang Mai Presentation, 2023)

23. Develop Content Briefs

Once the Topical Map is completed, Content Briefs creation is next.
Content Brief creation involves the following.

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 1. Extract and analyze Term Match or Broad Match report queries (depending on
the Keyword Research tool you use).
2. Extract and analyze 3-4 competitor ranking queries, sorted by position and
search demand.
3. Represent Contextual Flow by constructing Contextual Vectors (Headings) based
on the query network. This involves analyzing the extracted queries and
generating questions from them.
4. Distribute the weight of sections and terms for relevance and responsiveness by
determining the Contextual Hierarchy (Heading Level).
5. Create a Contextual Structure (Article/Page Methodology) by specifying what to
write, in what format, what visuals to use, whether paragraph, list or table should
be used, what statements to make and in what order, statistics and research
should be used, and so on.
6. Specify Contextual Bridges (Internal Links).
Source:
● Course - Koray's Framework (Context is Everything) (Lecture 14)
Content Brief creation deserves its own SOP.
The end.

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