Jonas Sickler assists marketers in unpacking the consumer journey in order to offer more real brand experiences via the organic search channel.

This is how Jonas does keyword research on the topic of “brand equity,” using Semrush to map out a tiny cluster.

Use Semrush’s “Keyword Magic Tool” to paste your primary topic’s keyword. You chose “brand equity” in this instance. Next, you choose “Exact Match” and concentrate on the box of grouped terms on the left. Depending on your preferences, feel free to sort that box “By Number” or “By Volume.”

Google the most popular keyword variations for each subtopic. Is it a unique SERP, or do the same URLs appear for other comparable searches as well? For example, “How to Measure Brand Equity” may be a nice blog post topic.

  • If it’s a unique SERP, go to the Semrush “Organic Research” report and paste in the top-ranking URL
  • Filter by top three ranking positions
  • Get the most relevant keywords. Then click on the date
  • With the highest traffic to reveal the most keywords.

Next, check the boxes next to all of the keywords you wish to export (these are the long-tail terms your post should rank for). To arrange your clusters, export them to a spreadsheet.

Perform some competition research to check if any brands appear on page one for repeated inquiries. How many do they have? Do they have many postings addressing each subtopic?

Some sites rank better with a single URL, while others rank more highly with multiple URLs. Addressing specific search intent with each article builds deeper clusters and controls more steps in the user journey.

Categories: SEOSEObits

Jeremy Rivera

Jeremy Rivera started in SEO in 2007, working at Advanced Access a hosting company for Realtors. He came up from the support department, where people kept asking "How do I rank in Google" and found in the process of answering that question an entire career. He became SEO product manager of, went "in-house" at Raven Tools in Nashville in 2013. He then worked at several agencies like Caddis, 2 The Top Design as an SEO manager and then launched a 5 year freelance SEO career. During that time he consulted for large enterprise sites like Smile Direct Club, Dr. Axe, HCA, Logan's Roadhouse and Captain D's while also helping literally hundreds of small business owners get found in search results. He has authored blog posts at Authority Labs, Raven Tools, Wix, Search Engine Land. He has been a speaker at many SEO conferences like Craft Content and been interviewed in numerous SEO focused podcasts.

1 Comment

SEO komentar TEDNA 42/2022 | · December 9, 2022 at 8:49 am

[…] članek o keyword clusteringu je objavljen na SeoArcade, tukaj. V članku se razglablja o tem kako na čimbolj enostaven način pristopiti k analizi ključnih […]

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