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The untapped benefits of keyword clustering - A...

The untapped benefits of keyword clustering - Andy Chadwick - SearchNorwich 17

Unlock the secrets to skyrocketing your SEO success with keyword clustering!
This presentation dives into game-changing techniques that solve keyword cannibalization, reveal unique content opportunities, and establish unbeatable topical authority.
Learn how these innovative strategies have driven traffic increases of 288% on average, and discover how to supercharge your SEO performance and dominate search rankings.
Don't miss this chance to transform your approach and achieve extraordinary results!

About Andy Chadwick:
Andy is a data driven SEO consultant who loves incorporating artificial intelligence and machine learning into his work.

He is primarily known for his unique approach to keyword research, having developed his own tools to help with keyword categorisation and intent classification.

SearchNorwich

August 29, 2024
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Transcript

  1. Who am I? 3 • Worked in SEO since 2013

    • Worked both in-house and agency side. • Grew my own start-up to a turnover of £2.5 million when I was 25. • Co-founder of Keyword Insights - a topical authority platform @digitalquokka
  2. What is keyword clustering? 4 Keyword clustering is the process

    of gathering similar keywords into groups. @digitalquokka
  3. There are 2 methods of keyword clustering: 6 Serp Clustering

    Semantic\NLP Clustering @digitalquokka
  4. NLP/Semantic Clustering: 7 Pros Cons Cheap/free. Can be less confusing

    to look at the results. We operate in Googles world. NLP isn’t accurate for that. @digitalquokka
  5. SERP Clustering: 8 Pros Cons We operate in Googles world.

    It’s much more accurate for that. Will always cost something (scraping isn’t free). Results can sometimes be confusing. @digitalquokka
  6. Let me explain this one: 9 Pros Cons We operate

    in Googles world. It’s much more accurate for that. Will always cost something (scraping isn’t free). Results can sometimes be confusing. @digitalquokka
  7. But there are some cool things you can do with

    a SERP based clustering tool… 🤩 11 @digitalquokka
  8. Case Study 1 13 • Homes for sale in …

    • Houses for sale in… • Properties for sale in… • Log cabins for sale in… • Wood cabins for sale in… + another 400-odd more. = >50m URLS! @digitalquokka
  9. We see this a lot with companies whose content production

    isn’t centralised 23 @digitalquokka
  10. Using the same technique as before, we can also map

    keywords to URLs 💡 25 @digitalquokka
  11. Start by turning the URLs into keywords 26 @digitalquokka Could

    also be the H1 or page title if they’re better
  12. Idea 1 - We can use keyword clustering + rank

    to find content gaps 34 @digitalquokka Let’s say Hubspot wanted to own the topic of “keyword research”. How do we know what content they already have and don’t have?
  13. Idea 2 - “Content Fragmentation” 38 Let’s say I want

    some quick and dirty content ideas around this product... @digitalquokka
  14. Reupload them into a clustering tool (with rank) 41 Bang!

    25 new ideas. We’ve fragmented the top article out into at least 25 separate content ideas. @digitalquokka
  15. This is a great strategy when you want to compete

    with the big leagues 42 @digitalquokka
  16. Idea 3 - “Zero volume keywords” 43 Challenge: How can

    a new site with no authority enter a competitive niche? @digitalquokka
  17. Everyone has access to keyword tools. So we turned to

    other sources of inspiration 44 50M+ Daily Active Users 100K+ Active Communities 13B+ Posts and comments @digitalquokka
  18. When we cluster all the questions we’ve scraped, “zero volume

    keywords” aren’t so zero volume + 1000’s more ideas
  19. But, in the first instance you could do this with

    your search console queries 50
  20. If you do decide to use Keyword Insights, we have

    an integration to make that easy too 🤩 51
  21. We also make it easy for you to actually write

    the content 52 @digitalquokka
  22. 53 Summary Keyword clustering can (and should) be used in

    some pretty clever ways. • Finding keyword cannibalization instances • Finding keyword un-cannibalization opportunities • Keyword Mapping • Helping with your keyword research and content planning by: ◦ Letting you group loads of “zero volume” keywords together ◦ Quickly find content gaps without much planning ◦ Fragmenting content out