With how much Google has placed on search intent in recent years, it’s a bit shocking that keyword clustering is a more common phrase within the world of SEO. 

Gone are the days of painstakingly crafting keyword variants to the focus keyword. And thank goodness they are.

Keyword clustering has been a method that many SEO specialists have been using to boost website rankings for at least a few years now. 

Thankfully, this tactic is not just something that is only for SEO specialists. If you are working on your own website, or have been hired to work on someone else’s, we have a guide to help you understand and use keyword clustering to your advantage.

What Are Keyword Clusters?

This is a term that isn’t thrown around too much. We have heard of things like “focus keywords”, “long-tail keywords”, and so on, but not keyword clusters. 

So what are they?

Basically, they are groups of keywords that surround a user’s intent. And with Google’s algorithm updates, that is crucial if you want to rank at all. 

Why is Keyword Clustering Necessary?

Google has been working hard to update their algorithm for the benefit of the end user. That means Google’s AI is getting smarter.

With that increase in intelligence, the old methods of utilizing only a select set of keywords is quickly getting phased out.

Savvy SEO specialists and marketers have updated their skill set to include keyword clusters, not just using a few select keywords in their content.

How To Compile Keyword Clusters

There are a few things to consider when creating a keyword cluster. 

The first thing you need to do is create a collection of keywords you want to use. This would mean compiling as many keywords as possible that fit the content you will eventually produce. 

And we mean as many as possible.

So many that you might even include keywords that ultimately are irrelevant. And that’s okay. It helps to be as thorough as possible. 

This begs the question, where do you find these keywords?

Outside, your own brain, here are a few things you can try:

  • Competitors
  • Existing Google Analytics
  • Autocomplete suggestions 
  • Third Party Tools

Depending on your approach and what you are optimizing your content for, you could end up with hundreds, if not thousands, of keywords to sift through. 

Once you’re satisfied with the amount of keywords you’ve found, you only need to divide them into specific groups. 

Fortunately, there are tools you can use that help with this part of the process. We don’t think too many people have the time or the patience to go through hundreds of keywords manually. 

Remember, this is all done in an effort to more incorporate user intent when searching through Google and other search engines. 

How to Optimize Content with Keyword Clusters

With these new clusters, do you just randomly throw them into your site, hoping that something sticks and it will rank high in Google?

Well, no.

Here’s the beauty of keyword clusters: you can use the idea that these keywords convey and create content based on that. 

With the aspects behind user intent, you still need to create high quality content. But the worry about keyword stuffing or making sure your content is still readable with specific keywords is gone.

This means that there isn’t as much competition for a specific keyword or phrase as the intent behind its use may be completely different from site to site. So you can use your blog, your podcast, your videos, or whatever other approaches you are using to market yourself or your business, to churn out content that is more likely to rank for your intended audience.

Is Keyword Clustering Worth It?

The short answer to this is yes. Absolutely and unequivocally yes.

Admittedly, this is a more advanced tactic that you can use, but once you master it, it has the potential to move your site to the first page faster than you thought possible. 

On top of the new content that you can create, it’s also helpful in boosting previous posts you may have created. Using this method on old posts can not only boost their quality but also improve their SEO ranking as well. 

This is not something to ignore, and it may end up becoming a standard practice within the next few short years. 


Like we mentioned above, Google’s AI is getting smarter. And it doesn’t show signs of slowing down any time soon. 

Using keyword clusters shows the current Google bots that your site is an authority on a specific subject. Part of that AI update places a large importance on authority. 

Sometimes it helps to have someone in your corner to assist in becoming that authority. If you’re looking for help in creating your own keyword clusters, or are looking for experts in marketing your business and website, we here at the Marketing Agency in Utah are eager to help!