Editorial calendar: topic clusters, backlinks, llms.txt, social drafts

In the Web Ops position, the card column on the right has an Editorial calendar card. It opens three tabs in the side panel: Calendar, Backlinks and llms.txt. Decisions (approving a cluster) show up in the main column; the data lives here.

How a topic cluster is planned

1. In Calendar, click Plan a topic cluster. The button shows roughly how many credits it costs (each keyword's search results are checked);
2. The workshop starts from keywords that already get impressions in Search Console plus the category and keywords in your brand profile, and checks the top 10 search results for each;
3. The more top-10 URLs two keywords share, the more they belong together: 7+ shared means one post, 4–6 the same group (linked to each other), 2–3 one link each way;
4. The keyword that overlaps most with the others and has the most volume becomes the pillar; the rest are supporting posts. Keywords you already rank for are marked Refresh that page instead of writing a new one;
5. A Topic cluster card appears in the main column: how many posts, which day each is written, how they link, and why they belong together. You can remove a few posts before approving, or reject the whole thing.

After you approve

• The cluster is scheduled at up to 2 posts a day (the same number as Content & Blog's publishing limit), pillar first;
• Each morning, every post due that day becomes a writing task for Content & Blog (or for SEO & GEO if no one owns Content & Blog), with the target keyword and the internal links to add;
• Publishing still goes through the pre-publish check and needs your click; once a post is live it shows as Published in the calendar;
• Due for a refresh lists pages whose clicks are dropping in the daily check, and calendar posts published more than six months ago.

Backlink check (monthly, can be turned off)

• It looks at three things: referring domains up or down since last time, anchor text concentrated on one phrase, and suspicious sources (high spam score, or one site with lots of links using the same keyword anchor);
• The top 10 sites that link to your competitors but not to you become a task for PR (off-site mentions belong to PR);
• The panel shows roughly how many credits each check costs; switch off Check monthly if you don't want it;
• Link data only covers what gets crawled, so counts run low, and authority and spam scores are estimates. The check lists things to review — it never disavows links for you.

llms.txt

• The weekly site health check looks at your site's llms.txt: missing, out of date (new collections or policy pages not listed, or pages that are gone), or malformed;
• Generate builds one from your collections, products and policy pages; Send to site builder opens a task for the site role;
• Since May 2026 every Shopify store serves /llms.txt by default (a copy of the Shopify-generated /agents.md) — no app needed. To use ours instead: Online Store → Themes → Edit code, add templates/llms.txt.liquid, paste the content and save;
• That template can't read collections or articles, so the content is static: when the store changes, the health check flags it as out of date — generate a new one. Switching themes drops the file, so put it back afterwards;
• No AI is guaranteed to read it, and Google Search ignores it.

Draft social posts from a published post

• At the bottom of Calendar, recently published posts have a Draft social posts button: it drafts an X thread, a LinkedIn post, a Reddit post and a short-video script, and opens a task for whoever owns each social role; channels with no owner are skipped and say so;
• Drafts only — nothing is posted. Numbers in the drafts come from the post; numbers it doesn't contain and invented lines like "I tested" are removed and replaced with a "your real experience" placeholder to fill in or delete;
• Platform limits and rules change — check in the platform's own composer before posting, and read the subreddit rules and disclose who you are on Reddit.