Topical maps
The central artefact of his methodology is the topical map — an exhaustive plan of the entity space a site intends to own, sequenced so that coverage compounds rather than scatters. It is slower and heavier than most content strategies and produces very different site structures at the end.
Why the approach landed
His timing was good. As Google shifted weight toward semantic understanding and then AI-generated answers, entity completeness and information gain became measurably more valuable. Much of the industry's current vocabulary around topical authority traces back to his case studies.