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Keyword Research and Topic Cluster Strategy

A keyword list on its own isn't an SEO strategy. The real decision is which query belongs to which page, and how those pages link to each other. Our keyword research groups queries by search intent and turns them into topic clusters: a pillar page, the supporting pages around it and the internal links between them. That stops two of your pages competing for the same intent, with neither reaching the top positions.

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Main topicpageHow to choose?PricesComparisonCareFAQModelsSupporting posts link to the main page
Illustrative view: illustrative view of an organic search result.
Purpose and appearance

What do we use this service for?

With a topic cluster strategy, the content budget goes to topics people actually search for and that sit close to a sale. Each search intent gets one page, so pages stop competing with each other, and informational searches lead readers toward category and service pages. From day one it is clear which sales page each article supports and which queries it should rank for.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Keyword research by search intent, not just search volume

Two people searching for the same product can be in very different places. Someone typing 'how to choose an espresso machine' wants information, someone typing 'brand X espresso machine review' is comparing, and someone typing 'espresso machine price' is close to buying. Trying to serve all three queries with one page means serving none of them well.

When grouping, we look at the search results page itself. If the first page for a query shows guides, Google reads it as informational intent; if it shows product listings, transactional intent. If the results for two queries are largely filled by the same sites, we don't split those queries across separate pages.

Topic clusters and pillar pages: an example

Take a brand selling home coffee machines as an example. At the center of the cluster sits the buying guide; subpages answer narrower questions, and all of them link both to the guide and to the relevant category page. The category page carries the purchase intent, and the guides feed into it.

  • Pillar page: Choosing an espresso machine for home (informational intent, broad topic)
  • Subpage: Machines with and without a built-in grinder
  • Subpage: Descaling an espresso machine
  • Subpage: Capsule machine vs. espresso machine
  • Sales page: Espresso machines category (transactional intent)

Keyword research for the Turkish market: three differences

The first is spelling. A large share of users type without Turkish characters ('kosu ayakkabisi' instead of 'koşu ayakkabısı'), and Turkish suffixes multiply the number of variants. Google largely understands these forms as the same query; opening a separate page for each variant risks keyword cannibalization and keyword stuffing. The second is marketplaces. For product queries containing 'price' or 'cheapest', the top positions are mostly taken by the big marketplaces and price comparison sites. For a brand's own site, we target longer queries focused on usage and comparison instead.

The third is seasonality. Back-to-school, public holidays and the November sales multiply search volume in some categories within a short time. We identify these periods in advance with our seasonal behavior analysis and publish content a few weeks before demand rises, because a new page takes time to get indexed and settle. We keep seasonal pages on the same URL every year and update only the content, so links built up in previous years aren't lost.

Keyword research tools and data sources we use

On an existing site, the first source is always Search Console: queries the site already gets impressions for but has no page for are the cheapest opportunities. We use Google Ads Keyword Planner for volume estimates, and Ahrefs and Semrush to find queries where the site doesn't yet appear and keywords competitors rank for; we read the figures from all three tools as directional rather than exact. If the brand runs Search campaigns, the search terms report is the most valuable data, because it shows which queries actually convert. We assess which topics competitors are visible for together with our competitor analysis. We hand the resulting map over, page by page, to the content and on-page optimization team.

Keyword and Topic Cluster Strategy: when do we recommend it?

We recommend it

  • Sites where blog and category pages compete for the same queries
  • Brands launching a new product group or service line
  • Teams that want to bring conversion data from paid search into their organic plan

We don't recommend it

  • Sites with unresolved indexing issues; the technical foundation comes first
  • Projects that want to target the most competitive generic queries straight away with a brand-new domain

How we manage Keyword and Topic Cluster Strategy

  1. Current query inventoryWe pull the last 16 months of queries from Search Console, along with the pages that receive them.
  2. Cannibalization checkWe flag topics where more than one page alternates for the same query.
  3. Intent groupingWe sort queries into informational, comparison, transactional and local intent groups based on results page similarity.
  4. Cluster and page mappingWe assign one target page to each group and decide which pages to create, merge or redirect.
  5. Internal linking planWe specify in writing the links between pages in the cluster and their anchor text.

Keyword and Topic Cluster Strategy: metrics and requirements

Metrics we track

  • Non-branded clicks by cluster
  • Share of queries with a target page
  • Number of cannibalized queries
  • Impressions on new queries
  • Conversions by cluster

What you need to get started

  • Search Console access
  • Read access to the Google Ads account, if there is one
  • Product or service hierarchy and priority categories
  • Frequent customer questions from the sales or customer service team

Official sources

The Brand Move SEO Team

To learn more about Keyword and Topic Cluster Strategy or other SEO services, contact The Brand Move SEO team today.

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Frequently asked questions

Keyword and Topic Cluster Strategy: frequently asked questions

What is a topic cluster in SEO?

A topic cluster is a group of pages built around one subject: a pillar page covering the broad topic, supporting pages that answer narrower questions, and internal links connecting them to each other and to the relevant sales page. Each page targets one search intent.

How do you avoid keyword cannibalization?

We pull the last 16 months of queries from Search Console and flag topics where more than one page alternates for the same query. Then we assign one target page to each intent group and decide which pages to create, merge or redirect.

Which keyword research tools do you use?

Search Console first, then Google Ads Keyword Planner for volume estimates and Ahrefs and Semrush for gaps and competitor keywords. We treat third-party figures as directional. If the brand runs Search campaigns, the search terms report shows which queries actually convert.

Should Turkish sites create separate pages for queries typed without Turkish characters?

No. Google largely understands the relationship between 'kosu ayakkabisi' and 'koşu ayakkabısı'. A separate page leads to two pages competing with each other. A single strong page with the correct spelling performs better.

Can a brand's own site compete with marketplaces in search?

On generic price queries, it is hard for a brand's own site to outrank the big marketplaces and price comparison sites. On longer queries about usage, care, comparisons and specific models, marketplaces are weak. We build the topic clusters around these gaps.

How often do you update the keyword strategy?

At the start of each quarter and before major seasons, because new pages need to be indexed before demand rises. In between, we check newly emerging queries in Search Console monthly and add those that fit an existing cluster.

Let's run a first Keyword and Topic Cluster Strategy review together.

In a free call we review your Search Console data and your site's technical health, then send you the first three blockers to organic growth in writing.

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