Keyword Cluster

A keyword cluster is a group of thematically related keywords used on a web page or in a content area. They are part of a modern SEO strategy, which is about creating content around relevant topics rather than individual keywords.

This approach helps search engines understand what your website is about and how different content is connected. This will allow your site to be better positioned and attract more qualified traffic.

Keyword Cluster Definition

Why are keyword clusters important?

In the context of growth marketing, keyword clusters play a crucial role. They can help you:

  1. Reach your target audience better.
  2. Organize your content more effectively.
  3. Strengthen your market positioning.
  4. Improve the user experience (UX) on your website.

By grouping closely related keywords and using them in your content, you can cover a broader range of search queries. This increases the likelihood that users will find your site and engage with your offer.

How do you create a keyword cluster?

Creating a keyword cluster starts with a thorough market analysis. You need to understand what topics are relevant to your audience and what keywords they use.

Next, you should create a list of main keywords – these are words or phrases with high search volume and relevance to your business. Then you identify secondary keywords – less obvious terms, but still related to your topic.

These two lists form the foundation of your cluster. Now you can create content (or optimize existing content) that includes these keywords and link them together.

Examples of keyword clusters

Let’s say you run an online store for running shoes. Your main keyword could be “buy running shoes”. Secondary keywords could then be specific brand names or models, as well as related topics such as “running shoe technology,” “running shoe advice,” or “running shoe care.”

Each of these secondary keywords could then in turn have their own subtopics – creating a network of related terms and content around your main keyword.


Using keyword clusters is an effective way to improve your SEO performance and build a strong online presence. This makes it a critical aspect of developing a content strategy. By creating thematically related content and linking intelligently, you can not only convince search engines but also create real added value for your visitors.

Remember, good marketing is all about the customer – whether it’s choosing the right products or creating engaging content. With a well thought-out marketing concept including careful keyword research you are on the best way to success!