Keyword Clustering

Google prefers websites that have a clear organization. One way to achieve this, and at the same time optimize your website for search page rankings, is to organize website pages around a keyword hierarchy. 

Keyword hierarchies are created by first identifying core keyword groups (keyword clusters). These groups reflect the keywords searched most often by potential customers and are most likely to lead to a transaction for your company’s basic products or services. 

Leading a core keyword group is a parent (sometimes called “head”) keyword. A parent keyword has a minimum number of words necessary for a logical search and is often more than one word. It normally includes the name or statement for a company’s products and services. For each company there are normally several parent keywords. An example would be GEICO insurance where, among others, vehicle and property insurance are important products. 

Next, for each parent keyword, identify the most important helper words that are often searched with the core keyword. These include terms such as best or top-rated, or terms related to geography, such as a city or near me.

Using the parent/core keywords and helper words, summarize the key phrases being searched by potential customers. For example, GEICO’s parent keyword property insurance, is followed by a family of services, such as home insurance, best home insurance, condo insurance, condo insurance company, renter’s insurance, etc. 

The family keyword phrases are grouped as clusters with their respective parent core keyword. Using tools such Semrush, Ahrefs, or Google Keyword Planner, determine the search volume for each phrase. Once you have identified the volume associated with each keyword, using the same tools, learn whether each parent keyword and family keyword phrases are of high value (Searcher has a high intent to purchase.), low value (Searcher is researching and has a low likelihood to purchase.), or negative value (Searcher is seeking information and has no intent to purchase. You would be wasting your advertising dollars on this keyword.)

When assessing the volume and value associated with core keywords, look for those that have sufficient volume and a sufficient value that will lead to a customer sale. These can be categorized as:

Core keywords that have acceptable levels of volume and sufficient value to turn into a transaction.

Micro/high value keywords. These are niche keywords (one to two words) that have a low volume, but high value and are very likely to lead to a sale. (For example, “gold watch”)

 Long-tail/high value keywords. Long-tail keywords are generally three to five words. Collectively, the words are more specific and allow you to target more niche categories, products, or services where keyword volume is relatively low but the value (likelihood of a transaction) is high. (For example, “hot pink beaded headbands.”)