Assign the correct content format to every surviving topic. Not every keyword becomes a blog post. The format decision determines the page's purpose, structure, CTA, and ranking mechanics. Get it wrong and the content fails regardless of how well it was written.
Invocation
/topic-shaping
Example: runs after /business-fit-filter, or call standalone and paste the filtered keyword list.
Step 0 — Context Check
If called standalone: ask for (a) the filtered keyword list with SERP qualification notes and (b) the Account Intelligence Document (for understanding the product and existing content structure).
If called from /topic-research: use the filtered list from Phase 5 and the SERP format notes from Phase 4.
Step 1 — Format Decision Per Topic
For each keyword in the filtered list, use the SERP format signals from the qualification phase alongside the opportunity type to assign the correct content format.
Format decision guide:
| Format |
When to use |
| Alternatives page |
[competitor] alternatives, alternatives to [competitor]. Buyer is unhappy with a current tool and actively shopping. Highest-intent format in B2B SaaS SEO. |
| Comparison page |
[A] vs [B] queries. Buyer has shortlisted two options and is deciding. Conversion-heavy. |
| Category landing page |
best [product category], top [product category]. Buyer building a shortlist. High AEO citation value. |
| Vertical landing page |
[product category] for [industry]. Buyer wants a solution specific to their context. Creates ICP-targeted acquisition entry points. |
| Feature page |
[feature name] software, software with [feature]. Capability-aware buyer looking for the right tool. |
| Use case page |
[product] for [use case], [use case] software. Job-to-be-done framing. Mid-funnel — buyer knows their problem, evaluating options. |
| Pricing page |
[competitor] pricing, [competitor] cost. Deep-funnel. Buyer is about to make a decision. |
| Integration page |
[tool A] [tool B] integration, [product] + [platform]. Ecosystem-aware buyer with a specific stack. |
| Pain-solution article |
Query describes a problem without a product. Buyer knows the pain, hasn't found the product yet. Top-of-funnel but ICP-qualified. |
| Implementation or migration guide |
how to migrate from [competitor], switching from X to Y, [product] implementation. Objection-led — addresses a specific sales barrier. |
| Comparison hub |
Multiple tools evaluated on shared criteria. Builds category authority. Works when the client needs a pillar page that connects multiple individual comparisons. |
| Blog post or guide |
Informational or educational. Appropriate when the SERP rewards editorial content and no commercial format fits. |
| Update existing page |
Keyword already has a ranking page designated UPDATE. Refresh and expand rather than create. |
For each topic, state:
- Chosen format and a one-sentence reason
- Alternative rejected — the most tempting wrong choice and why it underperforms for this keyword
- Hybrid element (if any) — e.g., an alternatives page that opens with a short explainer before the list, or a category LP with a comparison table embedded
Step 2 — Cluster Related Topics
Some keywords are close enough that one well-executed page should target multiple. Identify clusters where:
- Intent is nearly identical across two or more keywords
- The format is the same
- Combining them is more efficient than three separate pages
For each cluster:
- Name the primary keyword (highest volume or commercial priority)
- List secondary keywords the same page targets
- Note the combined targeting approach
Avoid over-clustering. Two keywords with meaningfully different intent belong on separate pages even if they look adjacent.
Step 3 — Flag Architecture Implications
Flag any format decisions that have structural implications for the site or the content plan:
- New page type required — e.g., the site doesn't have an alternatives section yet; this needs a new URL pattern (e.g.,
/alternatives/[competitor])
- Pillar + cluster — if a topic works better as a hub page with multiple supporting pieces, name the structure
- Marketing site vs. blog — some formats (LPs, feature pages, pricing pages) belong in the main site, not the blog. This affects design, CRO, and internal linking — flag it early
- Existing page conflict — if the recommended format conflicts with how the client currently uses a URL pattern, name it
- Cluster sequencing — if three comparison pages should be built together as a batch (shared internal linking, consistent structure), note the dependency
Output
Print the shaped topic list with a format summary at the top:
## Topic Shaping — [client]
Date: [today's date]
Total topics shaped: [N]
### Format Breakdown
- Alternatives pages: [N]
- Comparison pages: [N]
- Category landing pages: [N]
- Vertical landing pages: [N]
- Feature pages: [N]
- Use case pages: [N]
- Pricing pages: [N]
- Pain-solution articles: [N]
- Implementation / migration guides: [N]
- Blog posts / guides: [N]
- Updates to existing pages: [N]
### Architecture Flags
[List any flags from Step 3]
---
[For each topic:]
**[Primary keyword]**
Volume: [X]/mo | KD: [X] | Type: [opportunity type] | New/Update
Format: [chosen format]
Reason: [one sentence]
Alternative rejected: [format] — [why it fails for this keyword]
Cluster: [standalone | primary, also targets: keyword B, keyword C | secondary of [primary keyword]]
Architecture note: [if applicable, otherwise omit]
Rules
- Format drives everything downstream. A comparison page and a blog post about the same topic have different structures, different CTAs, different design requirements, and different ranking mechanics. The distinction is not cosmetic.
- Let the SERP lead. If Google rewards listicles for a keyword, don't fight it with a landing page. Match the format first, differentiate within it.
- Cluster aggressively, but not blindly. Three thin pages for three similar keywords wastes budget and invites cannibalization. But two keywords with different intent should stay separate even if they look similar.
- Architecture decisions belong here, not in briefing. A new URL pattern or page type shouldn't be a surprise when the writer is halfway through a brief.
1---2name: seo-topic-shaping3description: Use this skill when surviving topics need the right content format assigned — alternatives page vs comparison vs landing page vs guide — plus keyword clustering and site-architecture flags. Format drives structure, CTA, and ranking mechanics; let the SERP lead. Fires on "what format should this content be", "shape these topics", "should this be a landing page or a blog post". Phase 6 of the SEO topic research pipeline; runs standalone if you paste the filtered topic list.4---56Assign the correct content format to every surviving topic. Not every keyword becomes a blog post. The format decision determines the page's purpose, structure, CTA, and ranking mechanics. Get it wrong and the content fails regardless of how well it was written.78## Invocation910`/topic-shaping`1112Example: runs after `/business-fit-filter`, or call standalone and paste the filtered keyword list.1314---1516## Step 0 — Context Check1718If called standalone: ask for (a) the filtered keyword list with SERP qualification notes and (b) the Account Intelligence Document (for understanding the product and existing content structure).1920If called from `/topic-research`: use the filtered list from Phase 5 and the SERP format notes from Phase 4.2122---2324## Step 1 — Format Decision Per Topic2526For each keyword in the filtered list, use the SERP format signals from the qualification phase alongside the opportunity type to assign the correct content format.2728**Format decision guide:**2930| Format | When to use |31|---|---|32| **Alternatives page** | `[competitor] alternatives`, `alternatives to [competitor]`. Buyer is unhappy with a current tool and actively shopping. Highest-intent format in B2B SaaS SEO. |33| **Comparison page** | `[A] vs [B]` queries. Buyer has shortlisted two options and is deciding. Conversion-heavy. |34| **Category landing page** | `best [product category]`, `top [product category]`. Buyer building a shortlist. High AEO citation value. |35| **Vertical landing page** | `[product category] for [industry]`. Buyer wants a solution specific to their context. Creates ICP-targeted acquisition entry points. |36| **Feature page** | `[feature name] software`, `software with [feature]`. Capability-aware buyer looking for the right tool. |37| **Use case page** | `[product] for [use case]`, `[use case] software`. Job-to-be-done framing. Mid-funnel — buyer knows their problem, evaluating options. |38| **Pricing page** | `[competitor] pricing`, `[competitor] cost`. Deep-funnel. Buyer is about to make a decision. |39| **Integration page** | `[tool A] [tool B] integration`, `[product] + [platform]`. Ecosystem-aware buyer with a specific stack. |40| **Pain-solution article** | Query describes a problem without a product. Buyer knows the pain, hasn't found the product yet. Top-of-funnel but ICP-qualified. |41| **Implementation or migration guide** | `how to migrate from [competitor]`, `switching from X to Y`, `[product] implementation`. Objection-led — addresses a specific sales barrier. |42| **Comparison hub** | Multiple tools evaluated on shared criteria. Builds category authority. Works when the client needs a pillar page that connects multiple individual comparisons. |43| **Blog post or guide** | Informational or educational. Appropriate when the SERP rewards editorial content and no commercial format fits. |44| **Update existing page** | Keyword already has a ranking page designated UPDATE. Refresh and expand rather than create. |4546For each topic, state:47- **Chosen format** and a one-sentence reason48- **Alternative rejected** — the most tempting wrong choice and why it underperforms for this keyword49- **Hybrid element (if any)** — e.g., an alternatives page that opens with a short explainer before the list, or a category LP with a comparison table embedded5051---5253## Step 2 — Cluster Related Topics5455Some keywords are close enough that one well-executed page should target multiple. Identify clusters where:56- Intent is nearly identical across two or more keywords57- The format is the same58- Combining them is more efficient than three separate pages5960For each cluster:61- Name the primary keyword (highest volume or commercial priority)62- List secondary keywords the same page targets63- Note the combined targeting approach6465Avoid over-clustering. Two keywords with meaningfully different intent belong on separate pages even if they look adjacent.6667---6869## Step 3 — Flag Architecture Implications7071Flag any format decisions that have structural implications for the site or the content plan:7273- **New page type required** — e.g., the site doesn't have an alternatives section yet; this needs a new URL pattern (e.g., `/alternatives/[competitor]`)74- **Pillar + cluster** — if a topic works better as a hub page with multiple supporting pieces, name the structure75- **Marketing site vs. blog** — some formats (LPs, feature pages, pricing pages) belong in the main site, not the blog. This affects design, CRO, and internal linking — flag it early76- **Existing page conflict** — if the recommended format conflicts with how the client currently uses a URL pattern, name it77- **Cluster sequencing** — if three comparison pages should be built together as a batch (shared internal linking, consistent structure), note the dependency7879---8081## Output8283Print the shaped topic list with a format summary at the top:8485```86## Topic Shaping — [client]87Date: [today's date]88Total topics shaped: [N]8990### Format Breakdown91- Alternatives pages: [N]92- Comparison pages: [N]93- Category landing pages: [N]94- Vertical landing pages: [N]95- Feature pages: [N]96- Use case pages: [N]97- Pricing pages: [N]98- Pain-solution articles: [N]99- Implementation / migration guides: [N]100- Blog posts / guides: [N]101- Updates to existing pages: [N]102103### Architecture Flags104[List any flags from Step 3]105106---107108[For each topic:]109110**[Primary keyword]**111Volume: [X]/mo | KD: [X] | Type: [opportunity type] | New/Update112Format: [chosen format]113Reason: [one sentence]114Alternative rejected: [format] — [why it fails for this keyword]115Cluster: [standalone | primary, also targets: keyword B, keyword C | secondary of [primary keyword]]116Architecture note: [if applicable, otherwise omit]117```118119---120121## Rules122123- **Format drives everything downstream.** A comparison page and a blog post about the same topic have different structures, different CTAs, different design requirements, and different ranking mechanics. The distinction is not cosmetic.124- **Let the SERP lead.** If Google rewards listicles for a keyword, don't fight it with a landing page. Match the format first, differentiate within it.125- **Cluster aggressively, but not blindly.** Three thin pages for three similar keywords wastes budget and invites cannibalization. But two keywords with different intent should stay separate even if they look similar.126- **Architecture decisions belong here, not in briefing.** A new URL pattern or page type shouldn't be a surprise when the writer is halfway through a brief.
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