Keyword Clustering: Grouping Keywords to Scale Smarter

Keyword clustering recognizes that Google ranks pages - not individual keywords. One well-optimized page can rank for dozens of related search terms. Doing this is more efficient, too - you don’t need to create a separate page for every keyword variation.

Modern search algorithms understand semantic relationships between terms - a page about "email marketing software" can also rank for "email automation tools," "email campaign platforms," and similar variations. It’s much more flexible.

Clustering helps you avoid keyword cannibalization by ensuring related terms are grouped together on the most appropriate page where they’ll do the most good - rather than scattered across multiple competing pages.

Identifying Keyword Clusters

Group keywords that share the same search intent, even if the exact words are different. "Best email software," "top email platforms," and "email tools for startups" all represent people looking for email marketing solutions.

Use search results overlap to identify clusters - if the same pages rank for multiple keywords, those terms likely belong in the same cluster and can be targeted by a single comprehensive page.

Consider user journey stages when clustering. Informational keywords like "what is email marketing" cluster differently from commercial keywords like "email marketing software pricing."

Building Cluster-Based Content

Create comprehensive pillar pages that thoroughly cover the main topic - and naturally incorporate all related keywords from the cluster without forced repetition.

Develop supporting content that addresses specific aspects of the cluster topic. You’ll want to link back to the main pillar page and to each other to reinforce topical authority.

Use natural language that addresses the various ways people search for information rather than artificially stuffing keywords into content.