Keyword clustering How to group meaningful keywords to dominate the SERPs?

Export everything to a spreadsheet. Required columns: Keyword, Volume, KD, Intent (Informational, Navigational, Commercial, Transactional), Competitive URL #1. This will give you a 360º view.

What is keyword clustering?

El clustering consists of grouping related terms—synonyms, long-tail variants, frequently asked questions or associated phrases—around a central theme.

Each group revolves around a “primary keyword” and is complemented by secondary keywords that share the same search intent. For example, if your business sells mattresses, the cluster could consist of “king size mattress”, “king mattress sizes” and “where to buy cheap king mattresses”; Google returns similar results for these terms, so a single well-optimized page can cover all three and rank for dozens of related queries.

Grouping keywords has multiple practical advantages:

• Improve thematic authority: by demonstrating that you master a topic in a structured way, Google perceives you as a reliable source and your pages can rank for hundreds of queries. Some experts report that a single optimized page can rank for more than 2,000 keywords and attract more than 183,000 monthly visits.
  
  
• Avoid cannibalization: When you optimize multiple pages for very similar terms, they compete with each other and dilute your authority. Clustering eliminates this problem when consolidating content.
  
  
• It facilitates the planning and creation of content: clear groups allow the design of coherent pillar pages and subpages, encouraging a logical journey for the user and a robust web architecture.
  
  
• Improves the user experience: a site organized by topic makes it easier to navigate and increases the time spent. This is key both for users and for AI systems, who are looking for specific passages to answer sub-questions.
  

Clustering methods: semantic clustering vs. SERP clustering

There are two main approaches to grouping keywords:

1. Semantic clustering. It uses natural language processing (NLP) algorithms to convert words into numerical vectors and group them by their meaning. It's fast and cheap because it doesn't require consulting search results; however, its results are not actionable for SEO because different models can generate different clusters and don't replicate Google's logic.
   
   
2. SERP-based clustering (SERP clustering). It is based on analyzing search results: if two keywords generate the same pages in the SERP, they share intent and can be grouped together. This “reverse” approach reproduces how Google interprets queries and is more aligned with the reality of the search engine. In return, it's slower and more expensive because it involves extracting data from the SERPs.
   

For SEO projects, it is advisable to prioritize SERP clustering because it replicates what Google means by “simile” and allows us to build groups that respond to the user's real intention. Semantic clustering can serve as a preliminary step or for small projects, but it's not a substitute for manual intent analysis.

Step by step to create keyword clusters

1. Gather your keyword arsenal

You can't group what you don't have. Start by making an extensive list of keywords:

1. Strategic seed words. Choose 5 — 10 broad terms that define your business or niche (for example, “SEO”, “digital marketing”, “web positioning”).
   
   
2. Explode the tools. Use research platforms such as Ahrefs, Semrush, Google Keyword Planner or MAKE IT TOOL. These tools allow you to discover related terms, search volumes, difficulty and trends.
   
   
3. Analyze your competitors. See which pages are ranked for the main keywords. SEMrush or Ahrefs organic analysis tools show the keywords your competitors receive traffic for; cleverly “stealing” them saves you time.
   
   
4. It incorporates user intelligence. Research forums, reviews and social networks. Google Autocomplete, SERP analysis, and conversations with your customer support team reveal recurring questions and concerns.
   
   
5. Export to a spreadsheet. Add columns for: keyword, volume, difficulty (KD), intent (informational, navigational, commercial, transactional) and the URL of the highest-ranked competing page. This will give you a 360° view of your market.
   

2. Sort by search intent

Before grouping you should understand what the user is looking for. Mixing queries with different intentions ruins relevance. The basic intentions are:

• Information: the user wants to know something (“what is clustering”).
  
• Navigational: Search for a specific site or brand.
  
• Commercial: compare options before buying (“best CRM for SMEs”).
  
• Transactional: you want to perform a buying or contracting action (“buy king mattress”).
  

Google recommends segmenting your content by stages of the funnel: top of funnel (education and awareness), middle (consideration) and bottom (transaction). At each stage, different types of content are prioritized.

Tools like MAKE IT TOOL allow you to filter keywords by intent, volume and difficulty. Check the SERP for each keyword: if Google shows different results for two terms, even if they sound similar, they should be in separate clusters.

3. Automatically group... and refine manually

With your list ranked, use automatic clustering features such as “Groups by Main Topic” in Ahrefs, Keyword Strategy Builder in Semrush, or the clustering option in MAKE IT TOOL. These tools compare the SERPs for each keyword and group those that share results. For each cluster, identify a main keyword (the one with the highest volume or relevance) and secondary words.

However, manually review each group. Ask yourself:

• Do all keywords share the same intent? If not, separate them.
  
• Could a single page cover all keywords in a natural and exhaustive way? If the answer is no, divide the cluster.
  
• Are there any intrusive terms? Sometimes tools group by semantic similarity but not by real intent. Reviewing the SERPs will allow you to detect them.
  

4. Design the architecture of your clusters

Think about the hub‑and‑spoke (radial) model: a pillar page (hub) addresses the main topic in depth, while secondary pages (spokes) address specific sub-topics. This structure makes it easy to add or remove subpages as needed and is easily translated into a web architecture.
Segment your clusters by funnel stages: at the top you can publish general guides or glossaries; in the middle, comparisons and use cases; at the bottom, transactional pages with calls to action. Each cluster should have:

• Pillar page: long, complete, with index, internal links to subpages and a general definition of the topic.
  
• Cluster pages: shorter articles that delve into sub-topics or answer specific questions.
  
• Internal linking: links from the subpages to the pillar transfer authority; links from the pillar return traffic and allow tracking.
  

In addition, it groups clusters by levels of difficulty and volume: easy keywords can be addressed early to obtain quick victories; difficult ones require more resources and are planned in long-term campaigns. Don't forget to separate branded keywords from generic keywords and address demographic aspects (age, gender) if your tool offers them.

5. Assign each cluster to a page and optimize

Decide if you already have a page that fits the cluster or if you should create a new one. It prioritizes clusters with greater traffic potential and less difficulty. When optimizing:

1. Title and meta description (H1 and SEO title). Include the main keyword in a natural and attractive way. Take advantage of emotional and urgent elements.
   
2. Headers (H2, H3). Use secondary keywords as captions to structure the content. For example, if your cluster is “mattress size”, the H2 could be “King mattress size”, “Queen mattress size” and “Single mattress size”.
   
3. Body of the text. Write naturally, including synonyms and variants. Avoid keyword stuffing: semantic variety improves relevance.
   
4. Internal links. Connect the page to other related parts. This reinforces the site's architecture and transmits authority across clusters.
   
5. Structured data and SERP features. If there are prominent snippets, PAA (People Also Ask) or image packs for your keyword, adapt your content: include FAQs, optimized images and structure your text with lists and tables.
   

6. Measure, Adjust and Repeat

Publishing isn't the end. Use Google Search Console, tracking tools and MAKE IT TOOL itself to monitor performance. Analyze how the positions of all the keywords in your cluster evolve, not just the main one. See which queries generate clicks, impressions, or appear in AI Overviews. If an important keyword doesn't make progress, reevaluate: maybe the content needs to be expanded or separated into a new cluster.
Review and adjust your clusters every three months to adapt to trends and new Google updates. Users' search and intent are constantly changing; so must your strategy.

Recommended tools for clustering in 2025

The tool market has diversified with the explosion of AI. Here are some proven options:

• MAKE IT TOOL. It allows you to research keywords, filter by intent, volume and difficulty, create automatic clusters and provide visual reports (for example, heat maps of repeated keywords or volume graphs). Highlights its module of Search Intent and its “repeated keywords” section to group terms by topic.
  
• Semrush Keyword Strategy Builder. Analyze up to 10,000 keywords at a time and generate content strategies with pillar pages and subpages. Your content assistant suggests sub-topics and evaluates competitive gaps.
  
• Ahrefs Keywords Explorer/Keyword Clustering. It allows you to classify words by main topic, analyze difficulty, volume and competence. Its function of Content Gap reveal keywords that your competitors position and you don't.
  
• Keyword Insights/Cluster AI. They use AI to group keywords in real time and propose content briefs. They're ideal for content teams that need efficiency.
  
• Free tools such as Answer Socrates or ContentGecko SERP Clustering. They generate clusters based on questions and identify hidden attempts. Answer Socrates, for example, discovers successive questions that users ask after the main search and groups them automatically.
  
  

Common Mistakes and How to Avoid Them

Even with good data, it's easy to make mistakes. Some of the most common are:

1. Overgroup. Creating clusters that are too specific fragments your authority and your production time. Regularly review your groups and merge those that address very close topics.
   
2. Misalignment of intent. Grouping terms that don't share intent produces confusing content and generates bounces. Check the SERPs: If the results are different for two terms, divide them.
   
3. Ignore trends and news. Searches are constantly changing and new technologies (generative AI, voice searches) are changing how users ask questions. Periodically reviewing and adjusting clusters is essential.
   
4. Get obsessed with volume. Loud words can be tempting, but the competition is often greater. It combines high-volume terms with long-tail keywords that have less competition and can bring qualified traffic.
   

Clustering and the Age of Generative AI

The emergence of AI Overviews and search engines based on large language models is transforming SEO. These functions generate contextual responses from multiple sources and appear at the top of the SERP. In 2025, around 15% of Google queries activate an AI summary, and click through rates plummet when the summary is present. In addition, the search is distributed: tools such as ChatGPT or Perplexity become “the home page” of many users.

In this context, topic clusters become essential. A set of 5—10 interconnected pages demonstrate to AI algorithms that you master a topic. The organized structure of a cluster makes it easier for the model to extract relevant passages to answer sub-questions. In addition, building these ecosystems around specific intentions aligns your site with modern classification signals (intent, semantic relationships, entities, and personalization).

In practice, this means that your goal is no longer just to appear in the top ten results, but to be the source that fuels AI responses. To achieve this, it produces comprehensive, well-structured, and linked content. Not only does this give you visibility in traditional search, but it also increases your chances of being cited in AI summaries and conversational assistants.

A philosophy, not a specific task

Keyword clustering isn't an isolated technique: it's a mindset change. It means to stop pursuing individual terms and start thinking about issues and the real needs of the user. It means understanding that Google and AI-powered search engines value depth, coherence and structure over the repetition of words.

By adopting this philosophy, you build sites that are more useful, tidy and ready for future algorithms. Your content will cover the different angles of a topic, answer real questions, and offer a natural path to conversion. In addition, you will optimize your time and resources, avoiding cannibalization and strengthening your authority in each niche.

Remember: a single page can rank for hundreds of keywords if built meaningfully and with a solid cluster strategy. Make clusters your roadmap, experiment, measure and adjust. This way you'll master not only traditional SERPs, but also the complex landscape of AI-based search.

‍