Topical maps make your SEO program predictable. They show how queries, pages, and business outcomes connect across a subject, so you can ship the right pillars and spokes, fix internal links, and measure authority by cluster. You do not need new tools to build one. GA4 and Google Search Console have the data. This guide shows how to pull it, join it, and turn it into a working map in Google Sheets.

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What a topical map is, and why it matters

A topical map is a structured view of a subject, the pages that cover it, and the demand signals behind those pages. It links three things.

• Queries and intent. What your market asks for and how they phrase it.
• Pages and structure. The hubs and spokes you control.
• Performance. Visibility, engagement, and conversions by cluster.
  
  

When you map topics at this level, you can prioritize work that grows authority, not just individual rankings. You also create a reliable input for GEO, since entity names and relationships become explicit.

What you need

• Access to GA4 with a clear primary conversion event.
• Access to Search Console for your verified property.
• Google Sheets.
• A one line topic rules table you will create in this process.
  
  

Step 1, export Search Console performance data

Goal, capture the demand side for the last 3 to 6 months.

1. In Search Console, open Performance, then Search results.
2. Set date range to Last 6 months.
3. Add the filter Page contains your domain.
4. Click the Pages tab, then the Queries tab to include both dimensions.
5. Export to Google Sheets. The sheet should include columns query, page, clicks, impressions, ctr, position.
   
   

Keep one tab for Queries by Page and another for Pages summary. You will use both.

Step 2, export GA4 landing page data

Goal, capture engagement and conversion by landing page.

1. In GA4, go to Reports, Engagement, Landing page.
2. Set the same 6 month window.
3. Add metrics sessions, engaged sessions, engagement rate, and your primary conversion event, for example generate_lead.
4. Export to Google Sheets. Keep columns landing page, sessions, engaged sessions, engagement rate, conversions, conversion rate.
   
   

If you track multiple conversion events, add them as separate columns so you can compare intent by cluster.

Step 3, normalize URLs and join the datasets

Different tools represent the same URL differently. Normalize, then join on a clean key.

In your Sheets workbook, make a new tab called normalize.

1. In column A, paste GSC page URLs. In B, paste GA4 landing page paths.
2. Create normalized versions that lowercase and strip query strings.

=LOWER(REGEXREPLACE(A2,"\\?.*",""))

3. Ensure a single trailing slash rule. If your site uses trailing slashes, add:

=IF(RIGHT(B2,1)="/",B2,B2&"/")

4. Build a join key that matches both sources, for example just the path. You can extract path with:

=REGEXEXTRACT(A2,"https?://[^/]+(/.*)")

5. Create a tab joined and use VLOOKUP or XLOOKUP to bring GA4 metrics onto the GSC rows by the normalized path. Example to add GA4 sessions to a GSC row:

=IFERROR(XLOOKUP([@[path]], GA4!$A:$A, GA4!$B:$B),"")

Replace ranges with your actual tabs and columns.

Step 4, define your topic and entity rules

Make a simple rules tab, rules_topics. Two columns are enough.

• Col A pattern holds plain words or regex snippets you expect in queries or URLs. One pattern per row.
• Col B topic holds the human readable topic cluster name, for example topical authority, internal linking, schema markup, programmatic SEO.
  
  

Examples:

Keep patterns short and lowercase. You can refine over time.

Step 5, classify queries and pages into topics

Add two helper columns to your joined tab, topic_query and topic_page. Use REGEXMATCH against the rules.

For query classification:

=IFNA(

  INDEX(rules_topics!$B$2:$B,

    MATCH(TRUE,

      REGEXMATCH(LOWER([@[query]]), rules_topics!$A$2:$A),0)

  ),

"unmapped")

For page classification, run the same formula on the normalized path or title.

Now every row has GSC demand, GA4 engagement, and a topic label. Unmapped rows become your gap hunting list.

Step 6, roll up performance by topic

Create a pivot table from joined.

• Rows, topic_query
• Values, sum of impressions, sum of clicks, average position, sum of sessions, sum of conversions

Add two useful computed fields beside the pivot.

1. Topic visibility score that blends volume and position.

=ROUND( [@impressions] * (101 - [@avg_position]) / 100 , 0)

2. Topic conversion efficiency that ties demand to outcomes.

=IF([@impressions]=0,"",

  ROUND( [@conversions] / [@impressions] * 1000 , 2)

)

Interpretation, a higher visibility score means more potential reach. A higher conversion efficiency means the cluster turns demand into pipeline.

Step 7, map hubs and spokes

Open a new tab map. For each topic, designate a hub page and list the spokes and target gaps.

Rules to follow.

• One hub per topic.
• Every spoke links up to the hub and to two or three siblings.
• Missing spokes should match the query patterns you saw in unmapped.
  
  

Step 8, find quick wins and real gaps

Use two short filters.

Quick wins, high impressions and low CTR

=FILTER(joined!A:Z, (joined!E:E>500) * (joined!G:G<2.0))

Adjust for your scale. These rows often need stronger titles, better meta descriptions, and clearer answers above the fold.

Real gaps, impressions exist but no landing page with sessions

Aggregate by query topic, then find topics where impressions are healthy but GA4 sessions are concentrated on a generic page. Create a brief for a specific spoke and link it into the cluster.

Step 9, visualize your topical map

You can make this visual in Sheets in three quick blocks that look good in a screenshot.

• Topic bar chart. Impressions and clicks by topic.
• Outcome table. Topic visibility score, sessions, conversions, and conversion efficiency.
• Coverage list. For a selected topic, show hub, current spokes, and missing spokes.
  
  

These three panels become the single view you share with stakeholders so decisions focus on clusters, not isolated keywords.

Step 10, wire it into your publishing cadence

Turn the map into a weekly rhythm.

• Week 1. Fix internal links and title tags on quick win pages.
• Week 2. Ship one spoke that targets an unmapped pattern with real demand.
• Week 3. Refresh a decayed spoke and add citations and schema.
• Week 4. Ship or refresh one pillar section, for example methods or references.
  
  

Repeat this cycle across your top three topics until visibility and conversion efficiency improve, then expand.

Optional, add a lightweight GEO layer

Topical maps feed GEO when you make entities explicit. Add three simple columns to your map tab.

• entity_name such as Topical authority, Internal linking, Schema markup.
• schema_required such as FAQ, Article, BreadcrumbList, Person.
• source_citations links to standards or research you will cite.
  
  

If you track AI overview presence manually, add a monthly count per topic for appearances and for cited answers. Trends here show which topics are breaking through in AI surfaces.

Quality standards that keep the map honest

• Topics match buyer language, not internal jargon.
• Every cluster has a single hub and a minimum set of spokes.
• Claims and numbers are cited.
• Author pages prove expertise and show review dates.
• Schema is valid and matches on page content.
  
  

When these standards are visible, your map becomes a source of truth that guides both creation and refresh.

Common mistakes to avoid

Do not guess at topics from a single keyword list. Let patterns in queries and landing pages point you to how the market talks. Do not keep two hubs that split authority. Do not let unmapped queries sit for months. Ship a thin spoke if needed, then strengthen it with sources and internal links. Do not overcomplicate the math. A simple visibility score and a conversion efficiency rate are enough to prioritize.

What good looks like

A strong topical map reads like a product catalog for knowledge. Each topic has a defined hub, a set of spokes that answer specific questions, and a clear line to revenue. Your quick wins queue is short because it gets cleared weekly. Your gaps queue is always full, which means you will never run out of meaningful work. Leaders can see which clusters are compounding and which need investment.

Topical map FAQs for GA4 and Search Console

What is a topical map and why build it with GA4 and Search Console?

A topical map is a structured view of queries, pages, and performance for a subject. GA4 shows engagement and conversions by landing page. Search Console shows queries, impressions, clicks, and positions. Joined together, they reveal clusters that deserve hubs, spokes, and internal links.

What date range should I use for the first pass?

Use six months to balance seasonality and recency. If your traffic is low, extend to twelve months. Keep GA4 and Search Console on the same window so comparisons are clean.

How do I join GA4 and Search Console data without mismatches?

Normalize URLs. Lowercase, remove query strings, and standardize trailing slashes. Join on the path, not the full URL. Keep a helper column for canonical URL to catch duplicates.

How should I define topics and entities in the sheet?

Create a simple rules table with patterns and a topic label. Start broad, such as topical authority, internal linking, schema markup, then refine with entity names buyers actually use. Add an owner for each topic and a single hub URL.

Which metrics matter at the topic level?

Use impressions, clicks, and average position from Search Console. Use sessions, conversion rate, and conversions from GA4. Add two rollups, a visibility score that blends impressions and position, and a conversion efficiency rate that relates demand to outcomes.

How do I pick the hub page for a topic?

Choose the page that defines the concept and can host links to every spoke. It should read like a reference, include methods and citations, and sit shallow in the site structure. Do not split a topic across two hubs.

How often should I refresh the topical map?

Review monthly for new queries and decay. Recalculate scores and reprioritize spokes. Refresh pillars quarterly and high traffic spokes every 60 to 90 days.

How do I handle branded queries in the map?

Track branded and non branded separately. Branded demand helps forecast pipeline but can mask gaps in authority. Use non branded clusters to drive net new reach.

Can I track AI overview presence and citations with this process?

Yes. Add a small manual tracker by topic for AI overview appearances and cited answers. Record query, surface, appeared yes or no, and whether your page was cited. Plot monthly trends next to your SEO metrics.

What common data issues should I expect?

Inconsistent URLs, mixed subdomains, parameter noise, and pages that rank for multiple topics. Fix with normalization rules, a canonical path list, and a single topic assignment per page unless there is a strong case for overlap.

Does this approach work for ecommerce and B2B?

It does. For ecommerce, include product and category pages in the join and track add to cart or revenue. For B2B, focus on demo requests, trials, or qualified leads and include resource pages that act as spokes.

Who should own the map and the publishing cadence?

Assign one owner for the entity inventory and the map. Give topic owners clear next actions and due dates. Meet weekly to clear quick wins, ship one new spoke, refresh one decayed asset, and update internal links.

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