🔎 What is an SEO keyword?
An SEO keyword is a word or phrase that describes what people search for. A primary target keyword represents the main topic of a page, such as “best running shoes”. Choose one primary keyword for each page and use it to guide the page title, headings, introduction, and main content.
🧩 What is a keyword cluster?
A keyword cluster is a group of closely related keywords that support the same main topic. For example, a cluster for “best running shoes” might include “running shoes for beginners,” “comfortable running shoes,” and “how to choose running shoes.” These terms help you cover related questions and create more complete content.
⚖️ Keywords versus keyword clusters
- Keyword: The main search term and primary focus of a page.
- Keyword cluster: A set of related terms that expands and supports the main topic.
- Purpose: The primary keyword establishes relevance, while cluster terms improve topical coverage and usefulness.
Use both together. Avoid creating a separate page for every similar keyword when one well-organized page can answer the related searches.
✍️ Use keywords when creating content
- Choose a primary keyword that matches the page topic and search intent.
- Review related terms in the keyword cluster.
- Plan sections around the questions and subtopics represented by those terms.
- Use the primary keyword naturally in important locations, including the title, main heading, introduction, URL when appropriate, and relevant metadata.
- Include cluster terms naturally in headings and body content where they make sense.
- Write for readers first. Do not repeat keywords unnaturally or force every cluster term into the page.
🚀 Use Content Genius
Open Content from the left sidebar, then select Content Genius or the SEO Content Assistant at /content/seo-content-assistant. Enter your primary keyword and review the suggested related terms, questions, and topics. Use these recommendations to create an outline and draft content that covers the subject thoroughly.
You can also use keyword data from Site Metrics → Keywords to identify terms your site already ranks for and discover opportunities. Select a keyword that fits your page goal, then use its related cluster terms to improve or expand the content.
✅ Best practices
- Use one clear primary keyword per page.
- Choose terms that match the reader’s intent.
- Cover related topics instead of repeating the same phrase.
- Keep cluster terms relevant to the primary topic.
- Review performance and update content as search behavior changes.
If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be instantly connected with a member of our team.