If you work in marketing, you’ll undoubtedly be familiar with keywords. But what about keyword clustering? This is a SEO tactic that can not only make your content rank better, it can also make your job a little bit easier. Keyword clustering is additionally very simple to execute, and should come with long term benefits.
The downside is that the initial setup can be a time consuming process. Especially if you’ve never thought about keyword clustering before! The payoff is definitely worth it though – you’re bound to see results for years to come.
So what exactly is keyword clustering, and why should your business use it? We’ve explored this topic in more detail below:
What is Keyword Clustering?
Keyword clustering is something you should do before executing other content strategies. Think of it like meal preparation – before you can start cooking, you have to check what ingredients you need, pop to the shops, and peel and chop the vegetables. If you don’t plan for the meal, you may not end up serving what you originally intended.
So what exactly is keyword clustering? It’s essentially what it sounds like – when you research keywords for content pieces, you cluster groups of them together, so that you don’t have to create a separate article or blog for every individual keyword. The concept of keyword clustering also encompasses the general planning of what keywords you and your team will be focusing on in the coming months.
Advantages of Keyword Clustering
There are a huge number of advantages to keyword clustering. Perhaps the main benefit is that when you create a plan in terms of keywords, you’re laying down a solid foundation for the future, and have a clear path to follow. Not to mention the fact that when you have keywords you intend to target over time, which will lead to more keywords and phrases, your strategy has indefinite scalability.
Another advantage of keyword clustering is that you’ll be increasing your pages’ visibility in search engine results pages. Through optimisation, you can rank higher in Google and other search engines, and potentially earn a featured snippet. You’ll have a thorough understanding of what other pages are ranking for, and will therefore know what to include in your own content in order to make it the most relevant answer to particular search queries.
Closely linked to increasing your search visibility is producing content that better serves the consumer. You‘ll have an understanding of keyword intent, and what users are searching for, so will be able to write copy which provides the perfect answer to consumer questions.
As outlandish as it sounds, keyword clustering can furthermore help your business be more productive. Separate marketing teams, from SEO strategists to social media experts and content writers, will all be working towards the same goals, and have a plan mapped out for the coming months. Through content repurposing, you can also use keyword clustering to support things like PPC and newsletter content strategies.
It’s also worth noting that as you’ll have a plan of action, you shouldn’t end up repeating yourself. You’ll have already mapped out all of your keywords, so you’ll know what you’ll be writing about and what anchor text you’ll be using.
How to Use Keyword Clustering for SEO
Now that we’ve considered the benefits of keyword clustering, we can look at how you can use it in your SEO strategy. There are three main ways in which keyword clustering can be utilised in your current marketing strategy, which we’ve outlined below:
1. Streamline Your SEO Strategy
There is no denying that keyword clustering can add time to your keyword research process. But through clustering, you can create a solid marketing strategy, and save yourself time in the long run. You can create a clear plan of action, making note of all the content ideas you can use in the future. And because you’ll have these keywords mapped out, to write about over the coming months, you can keep scaling the project, always finding more topics to concentrate on.
2. Use Clustering With SERP Analysis
When you’re analysing search engine results pages, it’s important to also look at what type of pages are ranking for your keywords. Are they usually home pages, product pages, or articles? If they are primarily articles, that’s the sort of page you should be creating for that keyword too.
Once you’ve considered the type of pages you need to create, you can start to look into the type of content that is featured on domains similar to your own. Look at the headings used, any videos or infographics that have been included, and of course the subject matter. This will help you understand what your audience wants, so you can produce more of that content.
3. Discover New Opportunities
Keyword clustering can be used for discovering content opportunities. The two main ways of doing this are looking at featured snippets, and ‘people also ask’ (PAA) questions. The latter is particularly useful, as you can directly answer the questions your audience are looking into. You’ll also be able to increase your keyword density, and you won’t be making assumptions about keywords – you’ll be using the same language as your audience.