SEO keyword optimization has come a long way in a relatively short period of time. We’ve gone from overt keyword stuffing being a viable technique to search engine algorithms being incredibly refined and sophisticated—to the point where they only provide users with the best and most relevant content.
One thing that’s really changed the way legal marketers go about keyword optimization is latent semantic indexing (LSI) where search engines analyze your content and its context as well as a user’s search intent and its relationship to specific keywords.
And this brings me to the topic of this post — keyword clustering.
What is Keyword Clustering?
“A topic cluster is a way of thematically grouping content, explains SEO expert Kate Sikora of BrightEdge.
At the most basic level, this simply means targeting multiple keywords at the same time based around a central theme. Rather than limiting yourself to just a single keyword (which may or may not rank highly), you’re targeting a cluster of keywords.
Therefore, it’s a more comprehensive approach to keyword optimization and increases your chance of success.
What are the Benefits?
It’s pretty simple. Keyword clustering allows you to target multiple keywords at the same time and cast a wider net.
This means that you’re able to to do more with each piece of content you create, get featured in more search results, generate more organic traffic and reach a higher volume of legal prospects.
As SEO influencer Tom Casano puts it on Moz, “Why target only one keyword with one piece of content when you can target 20? It’d be foolish to focus on only one keyword, as you’d lose out on 90 percent+ of the opportunity.”
So it’s definitely a technique you’ll want to be aware of. It takes a bit of extra keyword research initially but should be well worth it in the long run.
How Do You Do It?
Now for the really important part. What are the specific steps you can take to generate a cluster of keywords?
Here’s what I recommend. Start by using the LSIGraph — a free keyword tool.
Enter a keyword phrase that you’re looking to target with your content. For instance an elder law attorney might use something like “how to write your own will.”
Click on the CAPTCHA, and then click on “Generate.”
You’ll get a nice list of relevant keywords that you can create a cluster around. Scroll down to see the entire list.
From there I suggest copying and pasting all of the keywords you’re interested in into a spreadsheet. Once it’s time to create your content, simply use that list as a reference, and you’ll know which keywords to incorporate.
Capitalizing on an Effective Technique
No longer do search engines focus on one single keyword when determining rankings. They look at the big picture and tend to reward the pages that are the most robust and thoroughly cover a topic.
Keyword clustering is one of the best ways to appease modern search engines and enables you to rank for multiple keywords at once. So if you’ve never experimented with it before, now is a great time to do so.
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