Semantic keyword clustering: How & why it helps your SEO

Semantic keyword clustering is a game-changer for the long-term health of an SEO-driven content strategy.

It helps you understand what users are actually looking for, not just random keywords that are unrelated one from the other.

This means you'll write better content, improve your Google rankings, and deliver a more satisfying user experience that answers their search intent (a.k.a user intent).

What does "semantic" keywords clustering mean?

But what is semantic keyword clustering? 

It’s not your run-of-the-mill keyword organization.

Instead of just matching keywords, it groups topics and phrases that make contextual sense together.

It's all about understanding the context and meaning behind the words, not just their exact match. This makes your SEO and content organization much smarter because it focuses on aligning with searcher’s intent (what readers actually want to see in a post).

The result?

You boost your SEO rankings around topics that are hyper-relevant to your business, make sense in the real world (not just to search engines), and you make your website more user-friendly.

It’s about clarity, harmony and relevance in your content.

Source: Colton Miller on Quattr

Here, I will show you the difference between a standard keyword cluster (with unrelated topics) and a semantic keyword cluster (with topics that support each other):

1. Keyword "cluster" (with unrelated topics)

90%+ of the time, people will grab random keywords to write about.

That is a “cluster” of topics that don’t really relate to each other or, if they do, it would be a struggle to connect them semantically without a large body of content filling the gap.

Here’s what this type of cluster looks like:

• Not connected: Keywords in this cluster seem all over the place, making it hard for search engines to figure out what your content is about.

• Confusing: Mixing unrelated keywords in a cluster just because you want to reach the broadest audience possible can puzzle both search engines and users. Search engines struggle to pin down the primary content focus, and users are left scratching their heads. The worst part is that in most cases search engines will send you to the back of the search results pages as they can’t figure out what the content is all about (frustrating isn’t it?!).

• Not great for your business: Creating content for random keyword clusters hurts your image of being experienced in a particular topic too. Imagine a keyword cluster with "B2B SEO strategies," "CRM," and "social media advertising." They're somewhat related as being part of "digital marketing", but they're way too broad and apart to paint you as an authority—not exactly a harmonious combination for a specialized service you might be offering.

2. Semantic keyword cluster (with topics that support each other)

On the flip side, when you’ve done your homework and chosen a group of keywords that naturally go hand in hand (because they’re connected and semantically linked), you are forming a tight-knit keyword clustering that:

• Is harmonious: Smart clusters pick keywords that go together, making your content’s focus crystal clear and driving results for your business.

• Meets expectations: A cluster of related topics aligns perfectly with what users are searching for. When users search for one keyword within the cluster, they're likely to find the entire cluster's content relevant and helpful. And, you know what's great? They might stumble upon some hidden gems about these subjects, which expands their knowledge even further. This boosts your topical authority, as you're recognized as an expert in a specific area or subject. It's a win-win for everyone!

• Hugely boosts your SEO: Search engines like Google love content that delves deep into a topic. When keywords work together, it can do wonders for your SEO and shoot your rankings up. For example, take a keyword grouping like "B2B lead generation best practices," "B2B lead generation tools," and "B2B lead generation strategies." 

It's like having a super toolkit for B2B marketing success. All these keywords play their part in our big picture topic:

"B2B marketing strategies"

Source: Joshua Hardwick on Ahrefs

How search engines use semantics to rank content

Semantic search is a vital part of how search engines, like Google, rank content. It’s a smarter way to understand the searchers’ intent.

When you search, these engines don't just look at keywords; they dive deep into figuring out what you really mean.

This involves a careful analysis of word meanings, synonyms, context, and what you're trying to find.

The shift to semantic search was groundbreaking in 2013.

It moved the focus from mere keyword matching to paying attention to context, user intent, and the meanings of words.

This change made search results much more precise and relevant.

It set the stage for better understanding of natural language using NLP (Natural Language Processing).

Source: Joshua Hardwick on WeTech

How Google paved the way for semantic search (Hummingbird updated)

The Google Hummingbird update, rolled out in 2013, marked a major role in the shift to semantic search.

Instead of focusing on individual keywords, Hummingbird aimed to understand the context and intent behind a user's query. 

This overhaul allowed Google to provide more relevant and precise search results. The update introduced a deeper understanding of synonyms, natural language, and the relationships between words.

Source:  Honeybee Digital on Quora

This shift in approach not only improved the quality of search results but also encouraged website owners to create content that prioritizes user intent and the actual concepts behind the keywords, ultimately enhancing the user experience.

Why semantic keyword clustering does wonders for SEO

Semantic keyword clustering is fantastic for SEO because it connects the dots for search engines, especially Google. 

When you create strong connections between your website pages and the keywords in your content, it's a signal that your site is a goldmine of relevant information. 

Linking your blog posts to other articles on related topics is like giving Google a nod that your website is a valuable source of information in that area.

This move helps improve your SEO, signaling to search engines that your site is a trusted authority in that field and that is to be trusted by users.

So, when it comes to semantic keyword clustering, think of it as the GPS for search engines, guiding them and your users to your content more effectively.

Source: Katie Cole on CLICKREADY

What does a semantic keyword cluster look in practice?

It’s a group of related keywords and phrases that are semantically organized to create content with a clear and cohesive theme.

Here's an example to help you visualize it. For example, if your focus is "B2B brand strategy" your cluster might include:

Primary keyword: "B2B brand strategy"

This is the core topic around which your semantic cluster revolves.

Subtopic keywords and phrases:

• "B2B brand awareness"

• "B2B brand marketing"

• "B2B branding examples"

• "B2B brand storytelling"

Content creation:

Develop a series of articles, blog posts, and guides, each focusing on a specific aspect of B2B brand strategy, guided by the primary keyword and its supporting keywords.

For instance, one article might delve into the B2B branding examples, while another explores B2B brand marketing.

Source: Syed Mehdi on LinkedIn

Backlinking:

Connect these articles throughout your website, creating a cohesive network of content that guides users from one topic to another and keeps them engaged.

User experience:

Visitors to your site seeking information about B2B brand strategy will discover a wealth of interconnected content that enhances their knowledge on these topics .

SEO benefits:

Search engines recognize the thematic relevance and depth of your content. This improves your website's authority on B2B brand strategy, leading to higher search engine rankings for related queries.

In practice, this semantic keyword cluster empowers you to build an extensive and informative resource hub about B2B brand strategy.

It meets the needs and interests of your audience, enhancing their experience while boosting your site's visibility in search results.

5 semantic keyword clustering tactics for SEO

Now, I’ll walk you through five semantic keyword clustering tactics that can elevate your SEO game and bring in heaps of organic traffic.

These tactics are straightforward and results-oriented:

1. Semantic clusters

Creating a strong semantic cluster is like solving a jigsaw puzzle.

At first, the keywords might seem unrelated, but the answer is to dig into their true meaning and understand how they fit together in context.

Yet, doing this without any tooling can be quite a challenge.

Let me explain why this is important using as examples "B2B positioning" and "April Dunford".

If you're not familiar with B2B positioning, it’s essentially about giving your brand a clear identity in the B2B market to help it stand out.

It's not just about what you offer—it's about how you present it in a way where your target audience understands its unique value.

Now, let me introduce you to April Dunford, a real pro in this field.

She wrote the book "Obviously Awesome" on positioning and is a respected speaker and consultant. When it comes to getting valuable insights on "B2B positioning," her expertise is unmatched.

So, "B2B positioning" and "April Dunford" might not seem connected at first glance, but when you consider that April Dunford is a B2B positioning expert, it all becomes clear.

This is the perfect example of what a semantic cluster is—it enhances your content and helps search engines grasp the context, showing the authority of your content in this area.

Apart from this, you also have semantic concepts:

• "B2B positioning"
• "marketing strategy"
• "content creation"

These are all things that seemingly don't share anything, yet they're all part of the same cluster because they all contain or are linked to one another in the real world.

Without NLP, manually clustering these keywords can be a real headache. 

You'd have to rely on strict keyword matches, missing out on the subtleties of related topics. NLP makes the process much smoother by recognizing "marketing strategy" as related to "B2B positioning."

It gets context and relationships, making it easier to match search queries that involve these terms.

Source: Pratibha Sabharwal on Coders Arts

Thankfully, tools like SurferSEO come to the rescue.

It's like having a super-smart assistant for SEO.

Not only it simplifies the whole process but also throws in NLP capabilities to uncover those sneaky connections between keywords and phrases that are relevant to the user’s intent.

So, if you're ever left wondering how to tackle it, SurferSEO is your go-to friend in making sense of the semantic jungle.

2. Exact match clusters

Creating blog posts that focus on exact match keyword clusters is a smart way to amp up your website's SEO and offer awesome content to your audience. You don't need to be a tech genius for this! 

Let me explain how I do it.

Step 1: Finding exact match clusters

Let's say we want to talk about "B2B branding." 

Start by searching for it on Google, and you'll see suggestions like "B2B branding strategy," "B2B branding examples," "B2B branding trends" etc.

Step 2: Break the cluster down into subtopics

Now that you've got your cluster, let's dive deeper. Here are some subtopic examples that could work for "B2B branding":

1. B2B branding examples: We can showcase the success stories of B2B branding, complete with cool case studies and share what worked for these businesses.

2. B2B branding strategy: Ever wondered how to craft a killer B2B branding strategy? Here share the steps, best practices, and tips for rocking it.

3. B2B branding trends: Explore the latest trends in B2B branding, like sustainability and digital transformation, and see how businesses can stay on the cutting edge.

4. B2B branding vs. B2C branding: break down the differences between B2B and B2C branding strategies and explain why they matter.

Step 3: Blog post blueprints

For each cluster, I'd structure a blog post like this:

Title: B2B branding examples

• Start with a friendly intro, explaining why B2B branding is a big deal.

• We'll dive into a cool B2B branding case study, spill the beans on the company, their challenges, and how they nailed their branding.

• Then, we'll check out another case study using the same setup.

• I'll identify what these success stories have in common and offer practical advice for businesses who want to follow in their footsteps.

• Wrap it all up with a nice summary and some parting words.

Repeat these steps for your other keyword clusters, and you'll have a killer SEO content strategy that not only boosts your website's rankings but also gives your readers some seriously useful info.

Source: Rachel Handley on Semrush

3. Synonym clusters

Here we have another nifty content tactic that's very simple: synonym clusters. It’s another approach that can truly boost your content's impact.

So, here's the lowdown on how to do it:

1. Start with a Google search: First, search for your topic on Google. Let's say you're diving into the world of SEO and you search "keyword clustering."

2. Click enter: Click that enter button, and you'll see the search results. That's your starting point.

3. Click on the search bar again: Now, this is where the magic happens. Click on the search bar once more, and Google will give you a list of synonyms and related searches.

   For our “keyword clustering” example, you might find "topic clustering," or "keyword grouping”.

4. List them down: List these synonyms and related searches. These are gold for your content strategy efforts.

Now, with your shiny list, you can create blog posts, articles, or any content that covers these synonyms in a friendly and informative way.

You're not just fixated on one keyword.

You're giving your audience a broader, more helpful view.

Source: Joshua Hardwick on Ahrefs

4. Modifier clusters

Modifier clusters are a great tool for crafting question-based queries and boosting your keyword research and content optimization efforts.

You can even supercharge your SEO by combining them with other cluster techniques. Here's how it works:

1. Start with your base keyword: Let's say I'm after "B2B leads."

2. Add question modifiers: To create a modifier cluster, I simply throw in question-based modifiers like "how," "what," "why," "is," "where," and more in front of my base keyword.

   Easy examples include:

   • How to get B2B leads

   • What are B2B leads

   • Why B2B leads are crucial

   • Is B2B lead generation effective

   • Where to find B2B leads

3. Mix in other cluster techniques: To expand my cluster even further, I can toss in synonyms of my base keyword.

   For "B2B leads," I might use:

   • Business-to-business leads

   • Corporate leads

   • Industry-specific leads

This approach is all about understanding the different ways people search and what they're looking for.

Not everyone will use your exact target keyword, but with these modifier and synonym clusters, you've got a broader net to catch a wide range of search queries, making your content super relevant and helpful.

5. Branded clusters

Our last strategy, branded clusters, is quite advanced and becomes particularly essential once you've already built up a good amount of traffic and authority. Let me break it down for you:

Imagine you're a brand like HubSpot, famous for providing various free marketing tools and resources.

Branded clusters, in this case, mean making sure that when people search for your brand name with a topic attached, your website and relevant pages are the top results they see. It's all about making it a breeze for your audience to locate and access your valuable resources.

Imagine if people searched for your name and something you provide but don't find any useful content at all for that search.

That's a huge no-no and will slowly decrease user trust against your brand, especially as you move towards scaling your firm.

Continuing with HubSpot as our example, if you have a "HubSpot persona tool" that helps users create customer personas, you'd want your tool to rank at the very top when people search for it. 

This means fine-tuning your content related to your tool and using your brand's authority to ensure it's the first thing users see when they're hunting for that specific tool.

Congrats, you've just increased your brand awareness 10X!

The goal is to be the top result for searches connected to your brand or your brand's offerings. This strategy really shines when you've already established a strong online presence and are well-known in your industry.

But starting is never soon enough. 

It streamlines the user's journey, making it stress-free, and it's a helpful way to guarantee they always find your assets quickly and easily.

It also solidifies your brand's authority and trustworthiness.

How to build (& use) semantic keyword clusters

Building and using semantic keyword clusters can be quite effective for content optimization. Here's how you can do it to drive results:

1. Select your product or topic: First, pick the product or topic you want to craft content about. Let's say I'm writing about "B2B content marketing."

2. Pinpoint core topics: Start by brainstorming a few core topics related to your chosen product or topic. For "B2B content marketing," this might include "content strategy," "lead generation," "SEO optimization," and "email marketing."

3. Use a keyword clustering tool: To find good keyword clusters, you can use tools like Sagewill's free keyword clustering tool. This keyword grouping streamlines the process of grouping (semantically) related keywords into clusters, making it easier for analysis. Simply input your keywords from an Excel or CSV file, separate them with new lines or commas, and submit your request!

4. Create 3-4 keyword clusters: Once you have your clusters, group related keywords and phrases together. For "B2B content marketing," one cluster could be about "content strategy" and another about "SEO optimization."

5. Plan your content: With your clusters in hand, plan your content. Each cluster can be a separate blog post, for example. This helps organize your content creation process.

6. Natural keyword integration: When writing your content, focus on using the keywords from your clusters naturally. Don't try to stuff your content with too many keywords; this can be overwhelming for readers. Instead, use them in a way that makes sense and is reader-friendly. For instance, if you're writing about content strategy, naturally include phrases like "effective content strategy" or "content strategies best practices'' where appropriate.

7. Always keep user intent in mind: Your content should answer the questions and provide the information that your target audience is looking for. Think about what they want to know about B2B content marketing, and provide valuable, relevant information.

8. Revise and optimize: Post-publishing, periodically review your content and update it if needed. SEO is an ongoing process, so make adjustments based on how well your content performs.

By following these steps, you can build and use semantic keyword clusters to optimize your content in a way that's effective and trouble-free for both writers and readers.

Embrace semantic clusters in your SEO

Semantic keyword clustering is a remarkable SEO strategy with the potential to revamp your content and catapult your rankings.

It's not your typical keyword arrangement.

It's all about people first, focusing on results, and understanding user intent and context behind their searches.

With semantic keyword clustering, your content becomes user-centric, seamlessly connecting related topics to provide crystal-clear information.

This approach doesn't baffle search engines or users; instead, it elevates their experience and aligns your content with their true needs, leading to impressive search engine rankings and a more user-friendly website.