A group of semantically related keywords targeted together to optimize a page for multiple search intents.
Why a Keyword Cluster Matters
A keyword cluster is a major part of a modern SEO strategy because it directly aligns with a search engine’s goal of providing comprehensive, authoritative, and trustworthy content. When you create a keyword cluster, you are not just trying to rank for a single keyword. You are trying to establish yourself as a go-to expert for an entire topic. This sends a powerful signal to search engines that your website is a high-quality resource. It can lead to a higher ranking for all the pages in your cluster, a higher click-through rate, and more organic traffic. It’s a strategic approach to building a resilient and sustainable SEO strategy.
Across Different CMS Platforms
The management of a keyword cluster is a content strategy that can be applied to any CMS.
WordPress
WordPress is the most popular platform for a keyword cluster strategy. You can use its categories and tags to create a logical structure. A good SEO plugin like Yoast SEO or Rank Math can help you manage your cornerstone content and your cluster articles, which is a key part of the strategy.
Shopify
On Shopify, you can use a keyword cluster strategy to create in-depth blog posts that are relevant to your products. For example, a blog post on “How to Choose a Running Shoe” could be a pillar page that links to a cluster of articles on topics like “The Best Running Shoes for Flat Feet” or “Running Shoes for Women.”
Wix
Wix has a streamlined, user-friendly system, but you can still implement a keyword cluster strategy. The platform’s blog feature allows you to create a clear, logical structure for your content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated keyword cluster strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your keyword performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use a keyword cluster will depend on your industry and your goals.
E-commerce
E-commerce sites can use a keyword cluster to build topical authority for a product category. A pillar page on “Running Shoes” could link to a cluster of articles on topics like “Running Shoes for Flat Feet” or “Running Shoes for Women.”
Local Businesses
Local businesses can use a keyword cluster to build topical authority for a service. A pillar page on “Plumbing Services” could link to a cluster of articles on topics like “Emergency Plumbing” or “Pipe Repair.”
SaaS Companies
SaaS companies can use a keyword cluster to build topical authority for a specific feature or a topic. A pillar page on “Project Management” could link to a cluster of articles on topics like “What is a Project Management Tool?” or “How to Manage a Project.”
Blogs
Blogs are the most natural home for a keyword cluster. A pillar page on “Sourdough Bread” could link to a cluster of articles on topics like “How to Bake Sourdough Bread for Beginners” or “The History of Sourdough Bread.”
Do’s and Don’ts of a Keyword Cluster
Do’s
- Do use a clear, hierarchical structure. The pillar page should link to the cluster articles, and the cluster articles should link back to the pillar page.
- Do use a variety of keywords. A good keyword cluster includes a mix of short-tail, long-tail, and user-intent keywords.
- Do use a keyword research tool. A tool can help you find all the related keywords that share a common stem.
Don’ts
- Don’t use for a single keyword. A keyword cluster is a strategic approach to a broad topic.
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t ignore a user’s intent. A keyword should be used with a user’s intent in mind.
Common Mistakes to Avoid
- Failing to use a clear, hierarchical structure: This can confuse a search engine and a user.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
How is a keyword cluster different from a content silo?
A keyword cluster is a content strategy that involves grouping a set of related keywords around a single, broad topic. A content silo is a technical SEO strategy that involves creating a clear, hierarchical site structure. They are two different but complementary strategies.
Does a keyword cluster help with my E-E-A-T?
Yes. A keyword cluster is a content strategy that is built on the principles of E-E-A-T. By creating a comprehensive and authoritative body of content, you are signaling to search engines that your website is a high-quality resource.
What is the difference between a pillar page and a cluster article?
A pillar page is a long-form article that comprehensively covers a broad topic. A cluster article is a shorter article that covers a specific subtopic. The pillar page links to the cluster articles, and the cluster articles link back to the pillar page.
How many articles should be in a keyword cluster?
There is no magic number. A good keyword cluster includes a mix of short-tail, long-tail, and user-intent keywords. The number of articles will depend on your industry and your goals.
Can a website with a small number of pages use a keyword cluster strategy?
Yes, a website with a small number of pages can use a keyword cluster strategy. It is a strategic approach to content creation and can be used to inform your content strategy.
