Keyword Research Step 3: Using Keywords

When we consider keywords as topics, we can generate our content roadmap by creating topic clusters. A topic cluster includes

1. A pillar page covering a core topic. It will target a broad keyword.

2. Cluster pages that cover related topics in more detail. It targets more specific keywords, primarily long-tail keywords.

3. Internal linking between pillar page and cluster pages and using appropriate anchor text for this linking helps the search engine understand the relevance between the pages.

Identify which keywords can be our pillar topics. Identify, and discover, which keywords can be child topics that can address more specific content branching from the main topics.

For example, let’s return to our hypothetical business of dog supplies and take a look at a possible topic cluster on our website.

How topic clusters work

Topic clusters do the following:

• Organize our website

• Make it easier to navigate for users

• Avoid keyword cannibalization

Besides those listed above, there’s another very important purpose.

Topic clusters drive conversion.

If we own a website that sells a product or a service, keep in mind that we are not creating content just for the sake of it.

By delivering quality content through our content cluster, we aim at addressing users’ queries, providing valuable information, and, subtly, presenting our product or service as a solution. Think of the content as a funnel to generate our sales.

Using topic clusters to drive sales

Our goal is to serve information-seekers as well as buyers. No matter where a potential customer is in their decision process, we should have valuable content for them. Think about where each search term stands in a visitor’s journey and if our page content addresses that search intent precisely.

Awareness > interest > evaluation > purchase

At the far end of the purchase are the information-seeking users, particularly addressed by our pillar page. Consequently, it may not be the smartest approach to bombard them with links to product pages at this stage.

In the next stage, the user may be willing to dive deeper into one specific aspect of the main topic, or, in other words, opens one of the cluster articles linked in the pillar page. At this point, for example, in the article “How To Choose The Best Dog Food,” we may present our product as a solution and link to the product page. Use this tactic to convert users who show interest in our niche to customers.

Put user intent first

While keywords are important, they are not the only things to focus on. Don’t draw away focus from user intent. The ultimate goal is to create content that users will find valuable. Optimizing for search engines is just a way to make it easier for users to find our content. Ultimately, humans will read it. Write for humans.

Understand search engines

Search engines are smarter than we think. As long as we provide valuable content, Google will pick it up and deliver it to those who are looking for it. Speaking of smart search engines, don’t be alarmed to find keywords optimized for our page that we did not even include in the content. That’s how intelligent Google has become.

For instance, we might not have to use buy dog supplies online explicitly in the content to make ourself rank for it! Google sees that we have dog supplies, purchase, retail, buy, order and similar terms on our page, makes connections, and figures out that we sell dog supplies.

At the other end, when a user types buy dog supplies online into the search box, the search engine picks up the user’s intent and returns our website as part of the results—even when we don’t have buy dog supplies online appearing anywhere on the website—this is amazing.

Hummingbird’s impact

With Google’s 2013 update called Hummingbird, the search engine attempts to look beyond the mere meaning of the individual words that the user types in or speaks, in the case of voice search. Google looks for the user’s search intent and responds with results that best match the intent rather than the query itself.

Test your knowledge

Choose the correct option for each of the following questions.