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.
5. If it’s a unique SERP, go to the Semrush “Organic Research” report (#1) and paste in the top ranking URL (#2).— Jonas Sickler (@JonasSickler) December 1, 2022
Filter by top three ranking positions (#3) to get the most relevant keywords. Then click on the date (#4) with the highest traffic to reveal the most keywords. pic.twitter.com/2OoIzSiKq3
- 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.
That is it for the seobit regarding topic clusster