An experienced SEO ‘s approach has always been to chase the one or two-words keyword to increase the organic traffic of a website. But this might not work entirely in the current times. There is no guarantee that the keyword research alone can deliver the website in the top SERPs. Rich content covering all the concepts around a variety of related topics is winning more popularity and proving to be the flavor of SEO in the recent times. However, Keyword clustering cannot be neglected in these scenarios.
What is Keyword Clustering?
Keyword clustering is simply a technique to create a group of similar keywords that are based on the single keyword that was once used to optimize the content for a website. The Keyword cluster will now be used instead of optimizing the content for only one single word. After all the website could be ranked for more keywords than only one. The results of using keyword clustering is underrated and was not considered a very common practice until recently. The SEO techniques are surely evolving every few months.
How to find the Keyword Clusters?
Since the time of Google algorithm update that paid more attention to the relevant content to match the keyword search rather than the keywords alone, optimizing the web pages for rich and relevant content has become more important. So, let us see how to create this keyword cluster. There are multiple ways to come up with the keyword clusters for your website.
You can analyze the various keywords of your competitors to start with or use your website data gathered from Google Search Console/Google Analytics. You can come up with all the possible keywords that best describes your product or business and lastly you can use the auto-complete feature of the Google search engine to give you an idea for the keyword clusters. And then there are numerous tools, more than ever to come up with the keyword clusters nowadays. You can use any of them, plug in your keyword and the tool will come up with all possible keyword clusters, 1000s+ to start with.
How to bring out perfect Keyword Clusters?
Now you have thousands of keywords that has to be analyzed and sorted. It is important to sift out only the ones that will benefit your web pages. Start by eliminating the keywords that do not suit the product or your business. For example, if your web pages are dealing with chocolate and coco products. A keyword cluster search can give you words like chocolate and coffee cupcake, chocolate and banana smoothie and the likes. These keywords sure make a good part of the keyword cluster, but they are not relevant to your business. Hence, these kind of keywords have to be eliminated.
Next consider the keywords that would bring the most organic traffic to your web pages. Those that are core to your product and business. These keywords that are most relevant and important phrases for your product can drive in heaps of organic traffic. Gathering these words can surely rank you on the top. From the same example, hot chocolate fudge recipe, or organic coco beans are phrases that are directly dealing with chocolate and coco, the two products that your web pages deal with. So surely, they are the hot words that would drive in organic traffic to your web pages. Putting these hot words into phrases spanning across different topics can derive new set of keyword clusters. Again, quoting the same example different topics of recipes and detox for the hot word chocolate can be considered to give you new set of keyword clusters.
How to group your keyword clusters?
Having discovered a set of keyword clusters is half battle won. Now we have to put this into good use by sorting them into relevant groups. This can only be achieved with a deep understanding of how the searcher on the internet is going to search for your product or business. Knowing the intent of the user – either a serious buyer or a curious researcher will make you split the keyword clusters into relevant groups. A good knowledge of knowing how to drop a few keyword clusters in favor of another should be a win too.
Start with the rarest keyword cluster so that there are fewer keywords that overlap each other. Overlapping keywords would be difficult to organize and group. So, start easy and simple. The base keyword that occur only a handful of times won’t have a large amount of overlap. In our example say chocolate or coco bean. List all the keywords that are chocolate related into one group, and all the keywords related to coco bean into another. This way we will have many keyword groups with different keyword clusters. If the groups become too broad divide further them into subgroups.
This list of keyword groups can be analyzed for higher ranking and volume. The groups that have high ranking and high volume driven can be used first. Along with the ranking and volume do not forget to consider the relevance and the importance of those keywords group to your product or business too.
How will you put the keyword groups to use?
Until now we put together the keyword clusters and also grouped them into relevant groups. The actual task begins now. Using these keyword groups effectively is our intent. Create optimized rich content for each keyword group where you can target dozens of keywords all at the same time to attract increased volume and traffic to your web pages.
You can also start targeting your existing content to include all these new keyword clusters and optimize the header tags, body text that could have been ignored until now. Keyword groupings are often overlooked and ignored but it creates huge opportunities to optimize your content further. It might be very simple sometimes like just adding one phrase or a few sentences to target a long-tail keyword which could bring that incremental search traffic for your website.