Blog Post

Let’s be real—ranking for a single keyword isn’t enough anymore.
Google’s smarter. Competition’s tighter. And your audience? They’re asking layered questions, not just punching in one-word queries.

That’s why keyword clustering is one of the smartest strategies I use to build topical authority and improve organic visibility at scale.

In this guide, I’ll walk you through how I use keyword clusters to move from individual blog posts to structured, authoritative content ecosystems.

• What keyword clustering actually is (without the jargon)
  
• Why it helps you rank for more than one keyword
  
• My process for creating topic clusters from real keyword data
  
• How clustering boosts internal linking and SEO performance
  
• The tools I use to build and manage clusters efficiently
  

Keyword clustering means grouping related search terms together into themes—and creating content that supports those themes holistically.

Instead of writing one blog post for each keyword, you:

• Identify multiple related terms around a topic
  
• Group them by intent and meaning
  
• Create a primary piece of content (pillar) with supporting articles (cluster content)
  

This approach helps Google understand that your site doesn’t just cover a topic—you own it.

Here’s why keyword clustering works better than chasing one keyword at a time:

Each page targets a set of terms, not just one. That multiplies your visibility without multiplying your effort.

Clusters signal to Google that your site is deep, not shallow. You’re more likely to rank for related terms and appear in featured snippets.

Each piece links naturally to others in the cluster, improving user experience and crawlability.

Planning by topic cluster removes the guesswork. You know what to write, how it fits, and where to link.

If you’ve struggled with content chaos, clustering fixes that.

Before looking at keywords, I start with 5–10 core topics tied to products, services, or key customer problems.

Examples:

• Onboarding software
  
• Remote team management
  
• Keyword research
  
• CRM for small businesses
  

These aren’t just blog categories. They’re themes you want to build authority around.

Then, I use these as seed inputs for keyword research.

More on that here:
The Ultimate Guide to Keyword Research for 2025

Once I have a large list of keywords, I cluster them manually or with tools based on:

• Semantic similarity (are they about the same thing?)
  
• Search intent (informational, commercial, transactional)
  
• Funnel stage (awareness, consideration, decision)
  

• what is employee onboarding software
  
• onboarding software for small business
  
• best tools for onboarding
  
• onboarding software comparison
  
• onboarding software pricing
  

These all belong to the same content hub, but serve different purposes.

Each cluster has:

• A pillar page that targets a broad, high-level keyword
  
• Several cluster pages that go deep on subtopics
  

“What Is Onboarding Software?”

• “Best Onboarding Tools for Remote Teams”
  
• “How to Choose Onboarding Software”
  
• “Onboarding Software vs Manual Onboarding”
  
• “Top Onboarding Software for Startups”
  

Each cluster links back to the pillar—and to each other.
Now you’ve built a content hub that:

• Covers the topic thoroughly
  
• Builds topical relevance
  
• Encourages deeper site engagement
  

Need help mapping these to funnel stages? I cover that here:
Content Mapping by Funnel Stage

Each page in a cluster serves a specific search intent.
I align content type and structure based on what the user wants to do:

• Informational intent → educational blog or guide
  
• Comparison intent → vs-style breakdown or listicle
  
• Transactional intent → landing page or demo page
  

I avoid keyword stuffing. One keyword is primary, but I naturally include variations and related terms. This helps the page rank for multiple queries without sounding robotic.

Need to balance optimization with clarity? Read this:
The Link Between SEO Keywords and High-Converting Content

Every piece of cluster content links:

• To the pillar page
  
• To at least 2–3 other related pieces
  

This creates:

• A clear path for users to explore the topic
  
• Stronger topical signals to search engines
  
• A higher chance of multiple pages ranking for related queries
  

Pro tip: Always use descriptive anchor text tied to the actual keyword cluster.
Not “click here.” Not “learn more.” Actual terms like “onboarding software compariso.”

I monitor:

• Which clusters bring the most organic traffic
  
• Which ones convert
  
• What topics are underperforming and need a refresh
  

Google Search Console + a clean spreadsheet can give you all the data you need.

If you’re managing content across a larger site, I recommend Conductor or a Notion board that maps keywords, content, funnel stage, and links.

Learn how I connect keyword strategy to performance here:
How to Identify Keyword Gaps and Turn Them Into Content Opportunities

• Ahrefs / SEMrush – for initial keyword discovery
  
• Keyword Insights – for auto-grouping keywords by topic
  
• Google Sheets – for manual clustering, mapping, and linking
  
• Surfer SEO or Clearscope – for optimizing cluster content by topic coverage
  
• Miro / Whimsical – for visualizing hub-and-spoke models
  

You don’t need all of these. I’ve built full strategies with just a sheet, a brain, and basic keyword data.

But if you want to scale it? These tools help.

You don’t need 100 random blog posts.
You need 10 structured topic clusters that answer real questions, build trust, and position your site as an authority.

That’s what keyword clustering delivers.

It’s not about volume—it’s about structure, relevance, and intent.

If you’re tired of content that ranks but doesn’t connect—or content that connects but doesn’t rank—clustering is how you fix it.Want to see how I go from cluster to calendar? Start with:
How to Build a Content Strategy Around Keyword Research