Ever feel like you’ve written the perfect blog post…but Google just shrugs and moves on, without ranking your post?
You’ve got a solid topic, you’ve answered your clients’ most common question, and you’ve even added a few keywords for good measure. But somehow it’s still crickets in your analytics.
That’s because SEO has evolved!, my friend. It’s not just about nailing one keyword in a blog post anymore. These days, it’s about building a content ecosystem. A connected network of posts that tells search engines (and AI tools like ChatGPT) that you really know your stuff.
That’s where keyword clusters come in.
Instead of depending on one blog post to carry the entire weight of your SEO strategy, keyword clusters help you build topical authority, support internal linking, and guide future content (all while making your site easier for Google to understand.)
If you’re bought into blogging and ready to get serious about ranking (but the whole SEO thing is feeling a little overwhelming right now)…this post is for you!
What is a keyword cluster?
A keyword cluster is a group of closely related search terms that all connect to the same core topic. Instead of focusing on one keyword per post, now you need to focus on building a family of related phrases that work together to boost your visibility. In the SEO world, we also call these semantic clusters.
Think of it like this: If your website is a library, then a keyword cluster is a whole shelf dedicated to one subject. Each blog post on that shelf might cover a slightly different angle. This type of keyword grouping creates a stronger signal to search engines (and for AI content visibility) that you’re the expert.
Here’s an example. Let’s say your focus keyword is “kitchen remodel.”
A keyword cluster could include:
- kitchen remodel cost
- kitchen remodel timeline
- DIY kitchen remodel
- how to plan a kitchen remodel
- best time of year to remodel a kitchen
All of those terms are variations on the same theme. When you create content that addresses each one, you’re not just chasing rankings. You’re building a content ecosystem that supports your SEO content strategy and reinforces your authority on the topic.
We’re moving away from isolated, keyword-stuffed pages and toward comprehensive, interconnected content. That’s how you win with both Google and generative AI.
Why keyword clusters matter for GEO, SEO, and AI
That’s where keyword clusters come in.
SEO loves topical authority
When Google crawls your site, it’s trying to figure out what you’re really about. If you write one blog post about “kitchen remodels” and then never touch the topic again, you’re not showing depth.
But if you create a series of interlinked posts (like timelines, costs, DIY vs. pro comparisons), then Google starts to see you as a trusted source. You’re not just dabbling. You’re owning the topic.
This concept is called topical authority, and keyword clusters are the roadmap to get there.
GEO is the next big thing in search
Even though we’ve been working on SEO for years (and it’s the backbone search strategy of your website), generative engine optimization (GEO) is becoming increasingly important.
AI tools like Google’s SGE (Search Generative Experience), ChatGPT, and Bing Copilot are now pulling from search indexes to answer questions directly. That means your blog post could be the answer someone sees…if the AI recognizes your site as a credible, well-organized source.
Keyword clusters make your content more discoverable to these tools. It’s not just about keywords anymore. It’s about:
- How your content connects
- Whether you’ve covered the topic thoroughly
- If your blog post answers the question behind the search
In other words? All that SEO feeds into GEO, and the more people depend on AI for answers, the more important content clusters become.
Internal linking is also important!
Linking from one page to another on your site has always been important for SEO, and that’s still the case with content clusters. Don’t just post about a bunch of related terms. Link them together to keep people on your site longer, make SEO stronger, and help Google and AI understand your site structure.
How to make a keyword cluster
Keyword clusters are all about order and grouping like content with like. Here’s how to approach it on easy mode:
Step 1: Start with a broad topic or focus keyword
Pick a topic you want to be known for. Something that’s core to your services, your niche, or your clients’ biggest questions.
Example: If you’re a home stager, your focus keyword might be “home staging tips.”
If you’re a web designer, maybe it’s “how to plan a website” or “SEO for service providers.”
This is going to become your anchor post (the one that introduces the broader topic.)
New to the whole keyword research thing? Check out our Beginner’s Guide to Keyword Research!
Step 2: Gather related terms
Now it’s time to research. Your goal is to find related keywords that support your main topic. You can:
- Look at the “People Also Ask” and “Related Searches” sections on Google
- Plug your focus keyword into tools like Ubersuggest and Answer the Public
- Use Google Search Console to see what your current posts are almost ranking for
You’re looking for 5-10 supporting phrases that dig deeper into a topic, answer a question, or get super specific. Think things like, “how much does home staging cost?” or “home staging before and after.”
Step 3: Group and prioritize
Once you have your list, group similar keywords together. This is where you start seeing potential blog post ideas. One cluster might include:
They all fit the same theme, but each one can (and should) become its own post!
Step 4: Build the content map
Now that you have the basic pieces, it’s time to sketch out your plan:
- Write one high-level pillar post that introduces the topic
- Write supporting blog posts for each of the subtopics
- Link everything together (both ways!)
It’s kind of like building a little neighborhood of content. Each house is slightly different, but they’re all going to be connected to the same street.
The three types of keyword clusters
Not all keywords serve the same purpose! When you’re building a content ecosystem, understanding the intent behind the search is just as important as the keyword itself.
Each type of cluster plays a different role in your overall strategy. When you use them together, they’ll create a full-funnel experience that takes people from browsers to ready to book.
Here are the major types of intent (and the types of keyword clusters you’ll want to build).
1. Informational clusters
These are your education-focused posts. They answer questions, offer how-tos, and help your reader understand a topic more deeply.
Example keywords:
- “how to prepare your house for staging”
- “how to stage your home to sell”
- “what is a keyword cluster”
These are the posts that build trust and establish your expertise. They’re often the first touch people will have with your website after finding you through search.
Think: blog posts, guides, and free resources that put value first.
2. Commercial clusters
These keywords show intent to hire, buy, or take action. They often include modifiers like “services,” “pricing,” “near me,” or “best.”
Example keywords:
- “home staging services Raleigh”
- “interior designers near me”
- “color consultatnt Nashville”
These are great for your core service pages or blog content that leads to conversion. They connect your value to what your audience is already searching for, and they work even better when they’re linked from informational posts.
3. Navigational clusters
These help people find you specifically (or content about a known brand, location, or resource.)
Example keywords:
- “Southern Creative blog”
- “Stephanie O’Keefe SEO”
- “Showit vs WordPress Southern Creative”
They might not bring in cold traffic, but they’re critical for brand visibility and ensuring your existing audience can find what they’re looking for. They’ll pop up naturally as your brand grows, and they can help you grow even more authority in your niche.
Your content should work together
If you’ve ever felt like you’ve been posting blogs but they aren’t ranking, you are not alone. So many service-based business owners create amazing content! But because it’s disconnected, it never gets the traction it deserves.
Keyword clusters help solve that by shifting the focus from one-off content to a content ecosystem. Instead of hoping you rank for one keyword, you build authority for an entire topic by showing search engines (and people!) that your website is the trusted source in your niche.
Ready to map out your own keyword clusters?
Book an SEO Strategy Session and we’ll help you find the best ones for you!
