Keyword clustering and topic research

After the last two lessons you have a long list of keywords. Most of them are not separate targets. They are different ways of asking for the same thing. Clustering groups them so that each group can be answered by one page.

Three tests for "same cluster or not"

1. Meaning: would a person accept the same answer for both queries?
2. Intent: are both queries informational, both transactional, both local?
3. Results overlap: search both and compare the top 10. If many of the same URLs rank for both, Google treats them as the same need.

Example

Keyword	Intent	Cluster
nešiojamo kompiuterio remontas	Transactional, local	laptop repair
nešiojamų kompiuterių taisymas	Transactional, local	laptop repair
laptop repair siauliai	Transactional, local	laptop repair
nešiojamas kompiuteris neįsijungia	Informational	laptop will not turn on
ką daryti jei kompiuteris neįsijungia	Informational	laptop will not turn on
nešiojamo kompiuterio ekrano keitimas kaina	Transactional	laptop screen replacement

The first three can be answered by one service page. The next two need a helpful article, which can link to the service page. The last one may deserve its own page if the business offers screen replacement and people search for it specifically.

From clusters to site structure

Clusters often form a hierarchy:

• Broad topic: computer repair, which can be a hub or category page.
• Subtopics: laptop repair, desktop repair and data recovery, each a service page.
• Supporting questions: articles that answer specific problems and link to the relevant service.

This structure is often called a topic cluster or hub-and-spoke model. The content module covers how to build one. For now, aim for a list of clusters where each could clearly become one page.

Tools for clustering

Some paid tools cluster keywords automatically by comparing results pages. They save time on large lists, but check their groupings. For a list of a few hundred keywords, sorting by hand with the three tests above works well and teaches you more about your market.