The SEO habit most sites still follow is one page per keyword. Grouping related searches into clusters works better, as one client's 212% rise in organic traffic shows.

What are keyword clusters?

Keyword clusters represent groupings of related search terms organised around a central topic. Rather than targeting isolated keywords, this strategy encompasses interconnected phrases. For example, instead of just targeting "MRI procedures," you would also cover "MRI vs. CT scan differences," "brain MRI imaging," and "abdominal CT scan techniques."

Aligning clusters with the buyer journey

Keyword clusters align with distinct decision-making phases. In the awareness stage, you target broad introductory queries. In the consideration stage, you cover in-depth comparative searches. In the decision stage, you focus on high-intent actionable queries. This approach ensures you capture users at every point in their journey.

Tools for keyword clustering

Tools like SEMrush's Keyword Magic Tool offer sophisticated clustering capabilities. Users can input seed keywords, observe automatic grouping suggestions, analyse triggered SERP features, and identify related questions for targeting informational intent.

Real results from keyword clustering

For one client we rebuilt the product and service pages around keyword clusters to capture local search traffic. Over six months, organic keyword traffic rose 212%. This growth would have cost approximately $21,500 via Google Ads at average $1.30 per-click rates. The SEO approach delivered equivalent traffic while achieving approximately 54.5% savings compared to paid advertising expenses.

What it saved

Clustering earned traffic the client would otherwise have bought click by click. Keyword clustering represents a strategic pathway aligning business objectives with diverse customer inquiries while maximising organic visibility.

Ready to build a keyword clustering strategy for your business? Talk to our SEO team.