Keyword clustering refers to the process of creating a group of keywords that are semantically linked to target a page, rather than just focusing on one targeted keyword.
There are two main types of clustering:
Soft clustering, otherwise known as fuzzy clustering is where a data point (in this case keywords and phrases) can belong to multiple clusters at the same time.
With hard clustering, a data point belongs entirely to one cluster.
Keyword clustering significantly improves a website’s SEO strategy. Search engines are now more advanced and able to comprehend context and keyword synonyms, and so they rank pages for groups of keywords instead of single keywords.
Introduction of the Google Hummingbird Algorithm in 2013, saw Google begin to phase out its focus on keywords, and instead focus on topics, and better understand the intent behind a query.
Aiming to target a range of keywords and phrases, rather than just one, allows a website to establish more reach and better visibility, through improving its ranking and traffic.
Keyword clustering also forces a company or brand to examine their website in depth, and create content that is more extensive and thorough. This means higher quality content, which leads to an improved UX (User Experience).
There are a few steps you need to take when conducting your keyword clustering strategy.
The first step to keyword clustering is quality keyword research. Review your website, brand or company, and ask who your audience are and what they are seeking. Conduct competitor research, look at what keywords they are ranking for.
Aim to gather as many keywords as possible, you’ll condense them later on.
Once you have found your keywords, you should organise them into groups. You can either do this manually or using a tool.
If you opt for the manual route, use a spreadsheet to analyse how often each keyword is searched for, ask which are the most important, and divide them into topics.
Alternatively there are a variety of online tools, both free and paid for that you can use in order to create your keyword clusters. These include:
Once you’ve gone through the process of finding and grouping your keywords, you need to integrate them into your content.
This could be through creating fresh content that targets a range of your clustered keywords, or revamping old content with your new keyword clusters.
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