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Why are keyword clusters important?

Updated on November 13, 2015
Is your  choice of keywords taking you in the wrong direction?
Is your choice of keywords taking you in the wrong direction?

The human mind and keyword searches

Keyword clusters are important because of the way the human mind works. The reason people search is to locate information or products. The questions in their minds are who, what, why, when, or where. The majority search using more than one word. The combinations of words they search are their clusters.

In a comment on one of our articles were these questions. By answering the questions we believe everyone will gain an understanding of how keyword clusters work and why they are important.

Question about clustering

"I want to be clear about clusters. Suppose I write about how to sing? Would clustering be "How to sing, vocalize, increase your singing range, and sing on key?"

The answer is questions

The people who use a search engine are asking questions. Use who, what, how, why, when. These are questions people ask. "How do I improve my singing voice?" What does vocalization mean?" "Why is range important in singing?" You notice there are only three tags. This is because it is the currently recommended number to use.

Question-What should the title contain?

"That would be the title? As I understand it, I would also repeat it in the first and last paragraph?"

Answer- Keep the title short

Article titles should be as short as possible, yet contain one keyword cluster. The others should be used in content and tags. With tags what you are really doing is saying your article contains the answers to the question the search engine user is asking

Who is your audience?

Don’t write to the search engine. Your audience isn’t a spiderbot. It is a human being who is looking for information. Google understands this and has been changing search parameters so quality content can be found. Other search engines have followed Google's lead and most are basing where content is found based partly on the comments and shares of readers.

Value to readers equals page ranking

Now comments; then others sharing your work with their friends and followers have more bearing on where you will be placed than on page optimization. The keyword clusters job is to be found by searchbots when search engine users have searched a majority of the tag or title you have used.

Placement of keyword clusters

Your first paragraph in any writing tells the reader what they are going to find in the article. If your article is about your keyword cluster of course it should be there. The last paragraph is a summary of what the reader has read. Again the keyword cluster should be there. Choose a cluster that can be put in a complete sentence which makes sense to the reader.

Avoid optimization

You should find words of the cluster, not the entire cluster in your content. This is other than the first and last paragraphs. If you are writing to the audience it will happen naturally. Your tags should have most of the words in content within 85 characters which again are in sentences which make sense to the reader.

Keep promises

Please understand this article is here because of a promise we made to the person asking the questions. For us it would have had more value on our company blog or another platform. The moral; keep your promises to your readers. When you write an article make sure it pertains to the title and keywords.

Where is the free way to create them?

Google AdWords is a good place to create clusters out of words which have been searched. If your goal is to optimize earnings it is not the best tool. There are programs which can actually tell you which words convert the highest.


Putting together a combination of high converting words with low competition is the best way to use clusters. To those who plan to optimize their earnings from what they write this is why keyword clusters are important.

© July 3, 2012 4:40 PM CDT updated January 17, 2013 Dennis Thorgesen for Lisech eMarketing, All rights reserved.

Why is clustering important?

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    • wheelinallover profile image

      Dennis Thorgesen 5 years ago from Central United States

      I have seen so many people create long titles with more than one cluster, I always wonder how they are ranking. It generally takes four keywords to hit a level where an article will be found. There are times I have found I was aiming for a sub niche and ranked page one in the niche.

      Google ranking has changed, it is no longer about keyword stuffed articles, it is about quality content others are willing to share. A reader is looking for content about the words they type in a search engine, provide it in an interesting way and they will stay and read it. If it is good they will share it like we did Vinaya Ghimire's article.

      Thank you for your wonderful article on copywiting Vinaya. I hope my business friends enjoyed it and learned from it as we did. It was shared in at least six places.

    • Vinaya Ghimire profile image

      Vinaya Ghimire 5 years ago from Nepal

      Online writing demands many technicalities. You cannot succeed as an online writer unless you know the right way to use SEO and Keywords. Thanks for this wonderful lesson on keyword clusters.

      PS: Thank you very much for reading and commenting on my copywriting hub.

    • wheelinallover profile image

      Dennis Thorgesen 5 years ago from Central United States

      Thanks for dropping by Brett. I would share except you can learn to use it free then the price keeps going up until you pay. I feel it is not something most people would be interested in. It is not an inexpensive program to start with, so unless you use it as we do as part of our branding for others it is not cost effective at least for a while. From personal experience it is not an easy program to use either. It took four days a few hours at a time before I was comfortable with it.

    • Brett.Tesol profile image

      Brett Caulton 5 years ago from Thailand

      You explain this very clearly. It is certainly a useful technique! However, would you be willing to share the name of the program you mentioned for finding the value of a cluster?

      Shared, up and useful.

    • wheelinallover profile image

      Dennis Thorgesen 5 years ago from Central United States

      We were wondering when this question was going to be asked. Answering it is not as simple as you might think. They are both searched terms, yet they are not equal. This is dependent on which program you use to find them. There are those who use a program with which you can actually create a searched term; based on how much money the keyword cluster has generated. With a long tail keyword program it is hit and miss. You have no way of knowing how much money the term has generated. Thank you for your wonderful comment SmartAndFun.

    • SmartAndFun profile image

      SmartAndFun 5 years ago from Texas

      Is a keyword cluster the same thing as longtail keywords?

    • wheelinallover profile image

      Dennis Thorgesen 5 years ago from Central United States

      Thanks moonlake. The most important information this article contains is write to the audience. Keyword clusters now replace what used to be optimization. Readers commenting and sharing will do more for page ranking than anything you can do on page. They do however have to have a title that lets the reader know what they are going to find and tags so it can be located otherwise.

    • moonlake profile image

      moonlake 5 years ago from America

      Good information. I have changed some of my hubs and done this. Voted Up

    • wheelinallover profile image

      Dennis Thorgesen 5 years ago from Central United States

      Thanks Neonics1, myownlife, mary615, Ddraigcoch for your wonderful comments. We keep up to date because we don't have a choice. Articles on hub pages about this subject probably shouldn't exist. In most cases they are outdated by the time the search engine ranks them. We did put this one under hub pages tutorials.

    • Ddraigcoch profile image

      Emma 5 years ago from UK

      Thank you very much for writing this. Things are constantly changing in the writing game and articles such as this help a lot.

    • mary615 profile image

      Mary Hyatt 5 years ago from Florida

      I always look forward to reading your articles, because I learn something every time. I try to keep my title short, but sometimes it just isn't possible.

      Some people title their work very misleading, and I don't care for that. I do like to know what the article will be about before I begin to read it.

      I voted this Hub UP, and I will certainly share it.

    • myownlife profile image

      myownlife 5 years ago from london

      This is good enough information specially for new hubbers like me, I am still confused regarding the search key words. for instance what could be the key word for my hubs written before?

    • Neonics1 profile image

      Neonics1 5 years ago from Melbourne,VIC

      Very informative, until now I have been 50/50 trying to give people good content, yet be mindful of google. It does take time and patience but this really helped me clear up keyword usage. Cheers and good luck!