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.

Transcript

2. Keyword Clustering: Some cool shit you might not have thought about
3. 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
4. What is keyword clustering? 4 Keyword clustering is the process of gathering similar keywords into groups. @digitalquokka
5. It makes turning large, unorganised keyword lists into something more manageable 5 @digitalquokka
6. There are 2 methods of keyword clustering: 6 Serp Clustering Semantic\NLP Clustering @digitalquokka
7. 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
8. 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
9. 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
10. Keywords can sometimes fall into multiple clusters (keyword fragmentation) 10 @digitalquokka
11. But there are some cool things you can do with a SERP based clustering tool… 🤩 11 @digitalquokka
12. 12 Solving Keyword Cannibalisation
13. 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
14. We believed keyword cannibalization and crawl budget were an issue 14 @digitalquokka
15. So we clustered all the category variations 15 And redirected over 15m URLs!
16. The result? 110% rise in organic traffic 16
17. You can do something similar for other niches: 17 E-commerce Travel
18. Case Study 2 18 @digitalquokka
19. We started with their sitemap 19 @digitalquokka
20. And turned the URLs to “keywords” 20 =SUBSTITUTE(SUBSTITUTE(REPLACE(A2,1,LEN("https://buzzoid.com/"),"") , "-", " "), "/", "")
21. We then clustered the “keywords” 21 @digitalquokka
22. Used vlookup to turn the “keyword” back into a URL 22 @digitalquokka
23. We see this a lot with companies whose content production isn’t centralised 23 @digitalquokka
24. 24 Keyword Mapping
25. Using the same technique as before, we can also map keywords to URLs 💡 25 @digitalquokka
26. Start by turning the URLs into keywords 26 @digitalquokka Could also be the H1 or page title if they’re better
27. Add a “we have this” identifier 27
28. Give them a realllllyy high search volume 28
29. Finally, cluster them with your keyword research 29
30. With a bit of vlookup magic, all your keywords are mapped 30
31. 31 Keyword Un-Cannibalisation
32. Keyword Clustering/SERP Similarity showed pages we didn’t think we needed 32
33. 33 Discovering Content Opportunities
34. 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?
35. Start by collecting an indiscriminate keyword universe on the subject 35 @digitalquokka
36. Then whack them all into a clustering tool that also pulls in rank 36 @digitalquokka
37. Quickly filter in the report for “clusters” of keywords where we don’t rank 37 @digitalquokka
38. Idea 2 - “Content Fragmentation” 38 Let’s say I want some quick and dirty content ideas around this product... @digitalquokka
39. Simply google a related keyword 👇 39
40. Grab all the keywords for the top ranking URL(s) 40 @digitalquokka
41. 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
42. This is a great strategy when you want to compete with the big leagues 42 @digitalquokka
43. Idea 3 - “Zero volume keywords” 43 Challenge: How can a new site with no authority enter a competitive niche? @digitalquokka
44. 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
45. There’s nearly always a related subreddit for a given niche 👇 45
46. When we cluster all the questions we’ve scraped, “zero volume keywords” aren’t so zero volume + 1000’s more ideas
47. Bonus: Enrich your questions by feeding them back through PAA
48. The strategy works well…
49. We actually made a free tool to make this super easy to do 🤯
50. But, in the first instance you could do this with your search console queries 50
51. If you do decide to use Keyword Insights, we have an integration to make that easy too 🤩 51
52. We also make it easy for you to actually write the content 52 @digitalquokka
53. 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
54. 54 Questions?
55. Contact us for more information