Content Groups & Topic Clusters

Single URLs and single queries are often too fine a grain to show what is working. Content groups and topic clusters let you define larger buckets once and follow them over time: a content group collects pages by URL rules (the blog, a product range, one language folder), and a topic cluster collects queries by keywords (everything about pricing, one product family). Both are reports under Analytics in the property sidebar.

• Content Groups: pages bundled by path, URL text or regex.
• Topic Clusters: queries bundled by keyword lists or regex.

What the two have in common

• Definitions belong to the property. Create and edit them with Manage Groups or Manage Clusters on the report, or from Property Setup → Content Groups & Topic Clusters. A property holds up to 50 of each.
• Order decides overlaps. A page joins the first group whose rules match it, and a query the first cluster it matches, so each is counted once. Whatever matches nothing lands in Ungrouped or Unclustered, and that total tells you how much of your traffic your definitions cover.
• The editor tests a draft on your real data before you save: how many pages or queries it would capture, their clicks, examples, and how many already belong to an earlier group or cluster.
• Suggestions come from your own data: common folders, language folders and subdomains for groups; recurring words and two-word phrases for clusters.
• The demo property comes with a fixed set you can explore but not edit.

How exact the totals are

Group and cluster totals are sums of Search Console rows, so they share Search Console's gaps. Rare queries are withheld from query rows (Google's explanation), which makes cluster totals smaller than the true traffic for those topics. Google also notes that totals grouped by property and by page can differ, because the two are counted differently (Performance report help). Read both reports for trends and proportions rather than exact counts, as the Content Groups page itself advises.