If you know anything about keyword research, you understand how vital it is to locate and target keywords while creating content for your website. You’ll also find related keywords to target as many users as possible on a single page. This is when keyword clustering comes into play. If you have a well-planned keyword strategy, you may be doing keyword clustering unknowingly!
What is keyword clustering?
Keyword clustering is the technique of grouping terms according to search intent.
Example of keyword clustering
Consider how people seek for something. They don’t all use the exact phrase; instead, they experiment with a few words until Google finds the best alternative. For example, searching for “chocolate chip cookie dough recipe” and “chocolate chip cookie recipe” yields the same result. To appropriately target all people, your keyword cluster should contain both terms.
Does keyword clustering improve SEO?
Yes! Absolutely! As we previously discussed, consumers search for sites using a variety of phrases. So, targeting many keywords improves your page’s chances of ranking in the SERPs. Keyword grouping can also help you:
- Explore new ideas: When you build a page outline, you probably already know what you want to say before you start writing. However, conducting excellent keyword research and identifying term clusters might help you discover new topics you may have yet to consider. If all of the leading pages address specific questions, so should you.
- Reach new SEO target areas: You may discover that some keywords are less successful for SEO due to their search traffic. However, keyword clustering allows you to target more of these low-volume keywords, increasing the value of your website.
- Improve your content’s quality: Keyword grouping can help you write better content. Adding additional important terms indicates that you understand what people seek (and can give it). Because we generate material for humans, not just search engines, we strive to be as detailed and useful as possible.
How to Do Keyword Clustering
Here’s how you can use keyword clustering to expand your website content:
1. Generate a list of keywords.
The first step in developing a keyword strategy is identifying the keywords you intend to employ. Using a tool for keyword research, such as Ahrefs or KeywordsFX, simplifies the process.
Keyword Tools
If you have a starting keyword, you may utilize their keyword analysis tool to uncover other keywords to target within your cluster. For example, if your keyword is “best airplane luggage,” you can enter it into the tool and choose your search engine. From there, you’ll be given an overview of the keyword parameters, such as density, ranking difficulties, and (most significantly) recommended keywords to target. In this scenario, you might also search for “best airplane carry-on luggage” and “best luggage for airline travel.”
Competitor analysis
Another aspect of keyword discovery is conducting competitive analysis on top-ranking pages. You can look at what is currently ranking to locate related keywords. When you enter the URL into Ahrefs’ Site Explorer, you can see which keywords the top-ranking pages utilize. Clicking “Position” on the results page will sort the positions from highest to lowest: From here, you may compile a list of terms that you know are driving SERP results.
Google SERPs
Finally, if you need another technique to uncover keyword clusters, look at the phrases, outlines, and subjects on sites that rank high in the SERPs. A simple Google search and scan will give you an idea of what themes you should include to get to the first page. For example, an outline for “best airplane luggage” could be:
- 10 of the greatest baggage options.
- What to consider when selecting luggage.
- Requirements for various airlines and destinations
2. Sort the keywords
Now that you have a long list of keywords, you can organize them into categories. The most common groupings are:
- Informational: looking for information
- Navigation: Searching for a particular website
- Commercial: Seeking information before making a purchase
- Transactional: Seeking to consummate a purchase
Examine the SERPs for each keyword to determine where your keywords naturally rank. Even if the keywords are identical, they will each have a distinct intent. For instance, the SERPs for “best running shoes” demonstrate a more informational focus, with multiple articles ranking and addressing running shoe options. However, the keyword “running shoes” is more transactional or commercial because most pages are straight links to buying running shoes. Deciding which words to combine and add to a page can be challenging. In that scenario, examine the SERPs more closely. Do the same pages rank for several keywords? Then, those keywords appear together. Also, consider how much content you can generate for each term. In some circumstances, it is more difficult to build two fleshed-out pages than one. If the pages are too thin individually, mix them. If someone reads about two topics together, you can also combine them.
3. Plan your Strategy
Now that you’ve compiled a list of several keyword clusters, choose a target term for each group. A Local SEO Company can help by checking keyword density and difficulty using tools like Ahrefs, SEMrush, or others. You want to find the sweet spot when search volume is high enough but not overly competitive. You may need to choose terms with lower traffic because they’re easier to rank for. The other keywords in that cluster will serve as secondary options. You can either start developing pages through a content cluster approach or assess if an existing page can be re-optimized. Outline a strategy that combines creating new content with revising existing pages to improve performance across your website. Then, work through the pages and publish new material for effective SEO growth!
4. Track your keyword ranks
Once your pages and modifications are live, you should monitor your keyword clustering technique to ensure effectiveness. If you don’t see any changes or your pages rank lower than you’d like, you can rewrite your keywords, content, and strategy. Creating a content maintenance schedule helps simplify the process and ensure that all pages are noticed.
Want to step up your keyword clustering game?
Now that you understand the basics of keyword clustering, you can include it in your content strategy. Digi Tech Resource Group, LLC can help you locate the relevant keywords and develop conversion-driven content. We offer numerous blog pieces and resources for selecting and applying keywords efficiently. Furthermore, our content marketing services allow you to adopt a hands-off approach to creating impactful content for your website. Want to know more? Call us at 855-880-5222 to speak with a strategist!
