I love this article from Natalie Stubbs on 404s. 404s get a bad rep, and a lot of SEOs get them wrong. This paragraph is spot on:
"But 404 errors are not an inherently bad thing. In fact, returning a 404 error page when a user navigates to a URL that doesn’t exist is often considered best practice. Google has stated many times that 404s alone don’t harm your overall website’s indexing or ranking. So what impact are 404s actually having, and is there any real benefit to cleaning up 404 errors on your site?"
Dan Smullen with a superb thread on how he automated an entire niche of competitor evergreen keywords to produce 475 topic clusters worth a potential of 1M MSV using Ahrefs, Screaming Frog & Keyword Insights. 💪
The proliferation of great keyword clustering tools has helped embed clustering as part of most SEOs' processes. If you're not familiar with it, Zoe Ashbridge has just released a great article describing benefits and how to use it.