Matthew Widdop
Matty is a Junior SEO Executive at Intelligency, helping our clients to improve their digital performance. Matty is currently studying for his Level 3 Multi-Channel Marketer apprenticeship and has completed a Sport Journalism Degree at the University of Huddersfield.
Keyword clusters break down keywords into groups that can then be targeted by one piece of content. This process allows users to target more keywords speeding up organic traffic while going into more depth on a specific piece of content.
Benefits of Keyword Clustering
Improved SEO – Keyword clustering allows users to enhance website visibility by targeting multiple keywords on a singular web page.
Enhanced User Experience – Covering multiple keywords also lets you delve more deeply into certain topics which enhances user experience as there is more chance their questions are answered on your web page.
Content Creation – While targeting more keywords, it is easier to create more relevant content as there are more keywords to focus content around.
Better Site Structure – Having more relevant content grouped together makes it easier to keep a more coherent and organised site structure.
Keyword Cannibalisation
One of the potential drawbacks of keyword clustering is keyword cannibalisation. Web pages in the same cluster might compete with each other for rankings. To combat this, users should make sure they have one main page per keyword cluster and any other content in the cluster is content mainly focused around secondary keywords.
Balancing Act
While clustering keywords to create more in-depth rich content is great on the surface, it remains a balancing act. Collating a broad range of keywords and topics in one piece of work requires the user to make sure that there is a good balance between the content and your addressing the needs of the user pertaining to all the keywords.
How to measure Impact of keyword clusters
It can be tricky to analyse performance of keyword clusters performing well as most keyword research tools only track individual keywords. However, SERanking allows users to combine their keywords into groups or tags to track overall performance. This will allow you to monitor the performance of your clusters and make sure they’re performing well if they require adjustment.
