Keyword Clusters: How to Level up Your SEO Content Strategy

What Are Keyword Clusters?

Keyword clusters are groups of keywords that represent searchers with similar purchase intent. For example, “linen curtains,” “linen window curtains,” and, “website designing company India,” are different keyword phrases, but they all represent searchers who want to buy linen curtains.

Keyword search volume data for “linen curtains.”

Let’s say your brand sells linen curtains. If you only try to rank for the first keyword, you end up limiting your market share.

If you instead get your web page ranking for your primary keyword and the long-tail variants and related subtopics, your page will often end up ranking for 10-20x the amount of keywords and pick up significantly more traffic.

How To Create Keyword & Topic Clusters

In order to harness the power of keyword clusters, it’s important to note that this strategy takes way more time and resources than a one-and-done approach to website optimization.

It requires more keyword research, more content creation, and more work for your SEO company india and marketing teams.

But in the end, building topic clusters on your website will make it more Google-friendly and user-friendly. The benefits of keyword clustering include:

  • Strong rankings for long-tail keywords.
  • Improved rankings for short-tail keywords.
  • Higher organic traffic.
  • Faster ranking improvements in the SERPs.
  • More opportunities for internal linking.
  • Building expertise and content authority in your industry niche.

Here’s a brief explanation for how to do keyword clustering and how to build out a content strategy around those clusters.

Step 1: Make Your Keyword List

Keyword clustering starts with keyword research. Lots of it.

Think of the primary keyword you want your website to rank for.

Then, identify all of the variations, long-tail phrases, and subtopics of that keyword that searchers are using.

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To get started, look to your competitors to see what keywords they are currently ranking for.

Then use a keyword tool to find related keywords, autocompletes, subtopics, or questions that searchers are using to find products and services like yours.

Related keyword suggestions in a keyword explorer tool

There are a few different ways to document your keyword research, but the simplest solution is using spreadsheets.

Make sure to include the organic difficulty, search volume, and cost-per-click metrics of the keywords in your list.

Manual keyword cluster research in a spreadsheet.

These metrics will help you prioritize which keywords have the most economic value and should be the “core” keywords in your clusters.

Some SEO professionals identify thousands of keywords in their research. If you’re just getting started with this strategy though, a hundred keyword phrases are likely enough to identify several different topic clusters that you can build out on your website.

As you generate your keyword list, keep in mind the importance of relevance and search intent.

You only want to include keywords that will bring the right kinds of searchers to your website, those who are actually interested in the products or services you offer and are likely to convert.

Step 2: Segment Your Keywords Into Groups

Once you have an extensive keyword list, you will start noticing patterns in your keywords.

You may notice the same words, phrases, synonyms, or subtopics that users include in their search queries. These patterns represent the potential ways you can cluster and form keyword groups.

The below image is an example of keyword research for a software platform that helps businesses recruit, interview, and hire employees.

Example of manual keyword research in a spreadsheet

Here are the criteria you should use to segment these keywords into clusters.

Semantic Relevance

It’s important that the keywords in your clusters share similar search intent.

If you try to optimize a landing page for keywords that are too dissimilar, it will make the content less readable and confuse Google in regards to what your page content is really about.

Search Volume And CPC

The core keywords in your clusters should have a reasonable search volume (otherwise you optimize for nobody).

They should also have conversion potential (CPCs speak to their economic value) (CPCs speak to their economic value).

Organic Difficulty

Whether you include keywords that have higher organic difficulty will depend on your site authority, backlink profile, and how established your website is.

Only include keywords in your clusters for which your site can realistically rank.

A Closer Look At Two Keyword Clusters

Once you find the core keyword for a cluster, pair it with complementary keywords.

For example, you can add some that are long-tail, lower difficulty, or lower search volume, or those that would be an easy win just by including enough information about them on the landing page.