What Is Keyword and Topic Clustering?

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If you’re looking for information on Google, you don’t want to read dozens of content pieces. You want all the information you need on a single page, and the website that can offer it is a website that will rank.

That’s the main idea behind clustering. Today, I’ll explain how you can use keyword and topic clusters to increase your rankings.

Let’s take a look!

What Is Keyword Clustering?

Keyword clustering is an SEO method in which you take contextually related keywords, group (“cluster”) them together, and target them with your content.

In the past, you’d have created separate pages or posts to target each keyword, no matter how related.

But as Google’s algorithms realized that searchers wanted to see comprehensive content, SEOs started clustering these keywords.

So now, instead of creating two separate posts for ‘best sofa for living room’ and ‘comfortable sofa for living room,’ you’ll only create one post centered on the main keyword, and it’ll rank for all keywords in the cluster.

Types of Keyword Clustering

We typically see two types of keyword clustering: word similarity and SERP analysis.

In our previous example, word similarity clustering would pick ‘best sofa for small living room’ and ‘best sofa for small living room uk,’ and put them in the same cluster.

SERP analysis clustering, on the other hand, looks at the similarity between search results for different keywords:

SERP similarity clustering focuses on the same results delivered for different keywords

Even though these two keywords aren’t identical, they share search results. This means searchers are looking for the same thing using different queries.

It makes sense to target this cluster with one content piece.

The tools that use SERP similarity clustering, like LowFruits, look at how many identical URLs each SERP has. If 30% of the URLs in the top 10 search results are similar, a tool like LowFruits will group keywords.

How to Use Keyword Clusters

I recommend the following approach: keywords in the same cluster belong to the same article.

You can easily cover the following keywords in the same article:

  • Best sofa for living room
  • Best sofa for TV watching
  • Best sofa for entertaining

Unless you can really expand on a keyword by writing a separate article and then create internal links between the two, keep them grouped in the same article.

Next step…

What Is Topic Clustering?

Just like keyword clustering, topic clustering is a method of grouping articles around related topics. The goal is to answer every possible question your audience may have about a topic.

A few benefits of topic clustering include:

  • Building your topic authority
  • Decreasing your bounce rate (visitors don’t have to go back to the SERP to get more information)
  • Sharing “link juice” with internal links between articles in the cluster (extremely powerful for new websites as both visitors and search engines use links to “crawl” your site)
Different clusters you could target if your website focuses on sofas

For example, if you want your website to be the best resource on sofas, you need to create in-depth content about different types of sofas.

When you create connections between separate articles, you’re forming a cluster leading towards the central piece (“Best sofas”) and branching out into the specifics (“Best sofas for the elderly,” “Best sofas for living rooms”).

Why would a visitor go back to the SERP if they can find everything they need on your site?

How to Create Topic Clusters

The most famous topic cluster type is pillar page content.

Pillar content:Content marketing
Cluster pages:Content marketing best practices
 Content calendar template
 How to create a content strategy
 Content marketing vs paid advertising

This approach starts with the main topic (on the pillar page) and allows you to expand on the sub-topics (on cluster pages). You connect different pages with internal links.

Ultimately, you’re making it easy for visitors to get exhaustive information.

Keyword and Topic Clustering Tools

Now, keyword and topic clustering can take time if done manually. Fortunately, some tools can help:

All-in-One Tools

SEO Scout

SEO Scout offers a variety of SEO tools. When it comes to keyword clustering, it uses NLP technology to analyze the top 30 results for your target keywords.

Pricing: From $49/mo


LowFruits is an all-in-one SERP analyzer. 

Insert your seed keyword, visit the ‘Clusters’ tab to see the broader topics, and the total estimated search volume for each cluster.

Skip straight to content creation by analyzing the SERPs in your dashboard and see weak spots – websites that have low Domain Authority but rank well for your target keywords.  

LowFruits Pricing:

  • 50 free credits free
  • Additional credits from $25 for 2,000 credits
  • Subscription plans with keyword extraction, credits included, and other features from $29,90/mo

3.3. Keyword Clustering Tools


ClusterAI crawls SERPs, compares pages, and matches keywords to give you the right clusters to target.

Pricing: Starts from $39 for 1,000 credits

Keyword Cupid

Keyword Cupid scrapes real-time information from SERPs and gauges the thematic connection between each query to provide keyword clusters you should target. The SERP Spy feature also offers content creation suggestions.

Pricing: Starts from $9,99/mo with 500 keywords

Keyword Insights

Keyword Insights offers a keyword clustering tool that uses SERP and intent analysis to create keyword clusters. What’s handy is that it suggests how to target them – with one or multiple pages.

Pricing: Starts from $9,99/mo with 750 credits


Cluster.Army uses a somewhat different approach, with word stems (e.g. wait-ed, wait-ing), keyword pairs, and primarily word similarity methods.

Pricing: Free

Topic Clustering Tools

Google Tools

Topic clustering starts with keyword clustering. If you use keyword clustering tools, all you have to do is verify the topics in SERPs with:

Pricing: Free

Hubspot Marketing Hub

If you use Hubspot’s Marketing Hub, its SEO tool offers topic suggestions. After creating the first topic, it’ll generate potential sub-topics for your cluster.

Pricing: Starts from $45/mo


As you publish more content, it can get hard to keep track of everything. Yoast’s WordPress plugin offers suggestions for internal links when you access a page or a blog post.

Pricing: Freemium, the premium version is $99/year

Keyword and Topic Clustering: The Best Methods for New Websites

Instead of producing dozens of scattered content pieces, stay focused on what matters. Keyword clustering makes every content piece more effective.

And when you’re ready to start creating content, stay focused with topic clusters. Build authority in the eyes of your audience and Google.

You’ll get great results!

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1 Comment

wow. i am really enjoying your case study.
so well researched. thanks for all your efforts.
keyword clustering and pillar page. when i read some
of these strategies around the net , i’m like a deer caught
in the headlights. thanks for bringing the puzzle pieces together.


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