Keyword research and clustering
Keyword research shows which terms your customers actually search for. Clustering groups them into topics, each with one target page.
What the research is for
Customers often search with different words from the ones a company uses itself. Research also reveals topics your competitors have missed.
Understanding search intent
Every search has an intent behind it:
Informational: understanding something, such as ‘what is a headless CMS’
Commercial: comparing options, such as ‘Shopify or Shopware’
Transactional: taking action, such as ‘Shopify agency Munich’
Navigational: finding a specific brand or website
Intent determines the page type: a guide rarely ranks for a purchase query.
Volume and competition
Low-volume terms with clear purchase intent often bring more enquiries than broad ones. Competition, business relevance and seasonal peaks count alongside volume.
Grouping terms into clusters
If Google shows the same pages for two terms, they belong in one cluster. Each cluster gets exactly one target page, so your own pages do not compete. For large keyword lists, tools automate the grouping.
Approach
Research draws on Sistrix or Semrush plus Search Console data. The result is a keyword map of clusters, target pages and priorities that guides page structure and briefs.