Keyword Clustering

Keyword clustering sets the base for the content strategy. The keywords are assigned to the individual phases of the customer journey and combined into topic groups.

The result of keyword clustering is a keyword list in which the keywords were sorted by customer journey phase and topic and represent a complete customer journey for each defined product.


a. Keyword Intent

In order to be able to assign the existing keywords to the phases of the customer journey, it helps to take a look at the intention behind the individual keywords. Two types of keywords are important for keyword research:

1. Informational keywords

With these keywords, the user is primarily looking for information on a topic or for a solution to his problem. Whether the user is at the beginning or already in an advanced phase of the customer journey can only be determined by the depth of content to the keyword.
Informational keywords usually belong to the attract and engage phases.

2. Transactional Keywords

Transactional keywords indicate a specific action (buy, download, contact). They assume that the user already knows exactly what he or she is looking for.

Transactional keywords usually belong to the convert phase.

b. Customer Journey Phase

The keywords should be divided into the different phases of the customer journey. This ensures that the entire customer journey is covered and that content is available for each phase.

1. Attract

In this phase, the reader has a rather basic knowledge about the topic. Accordingly, it is about clarifying the basics of the searched topic / keyword.

  • What is [Keyword] ?
  • How does [Keyword] work (in general) ?

2. Engage

In this phase, the user is already more advanced and wants to expand his existing knowledge.

  • How does [Keyword] (specific) work ?
  • How do I use [Keyword]?
  • Comparison of [Keyword] to [Keyword] ?

3. Convert

In this phase, the user is looking for a specific, usually transactional, solution.

  • Keyword + buy / order / contact / implement

If customer journeys have already been created in advance, this step is simplified because the sequence of keywords and topics has been defined in advance. As additional information, the corresponding persona can be noted behind each keyword. Accordingly, it will be clear at the end where gaps exist in the customer journey of the respective persona.

c. Topics cluster

In order for the content strategy to be based on topic-based clusters (pillars) in the future, the keywords must be sorted thematically. Accordingly, keywords that belong to the same or a similar topic should be collected.

The topic should be an effectively existing keyword with the largest possible search volume. This signals to Google that the company is the expert for this overarching topic.

The final list of the keyword research could look similar to the below example (the terms and values are invented):

 

Product

Topics

Customer Journey Phase

Keyword

Intent

Search volume

Competition

Persona

Marketing

Reach

Attract 

Build reach

informational

230

Low

Peter

Attract

Reach

informational

4500

Low

Susanna

Attract

Keywords

informational

880

Low

Susanna

Attract

Inbound Guide

transactional

2400

Medium

Susanna

Engage

Ranking

informational

550

Medium

Susanna

Engage

B2B Social Media Channels

informational

170

High

Peter

Convert

Buy Marketing Tool

transactional

90

Medium

Susanna

Customers

Attract

Acquisition methods

informational

120

Low

Peter

Attract

Customers

informational

2700

Low

Peter

Engage

Closing rate

informational

720

Low

Peter

Convert

Book Consulting

transactional

50

Medium

Peter

Sales

Leads

Attract 

Leads

informational

2400

Low

Erika

Attract

Lead generation

informational

1900

Low

Peter

Attract

Lead Nurturing

informational

720

Medium

Erika

Engage

B2B Lead Scoring Checklist

transactional

50

Low

Erika

Engage

Buy leads

transactional

120

High

Peter

Convert

Lead Software

transactional

140

Medium

Erika