How do clusters help my content strategy?

When conducting keyword research, it's common for several related keywords to be grouped together in a cluster.

This is because Google tends to provide similar search engine results pages (SERPs) for these keywords, indicating that they can be targeted on a single page. In this case, the main keyword in the cluster should be the primary focus of the page, while the secondary keywords can be included as supporting content.

However, there may be situations where it makes more sense to create a separate page for a secondary keyword.

For example, if you have a lot of content to write on a specific secondary keyword, it might be more effective to create a standalone page for it and link to it from the main page.

In this case, you should ensure that the standalone page is strongly interlinked with the main page (also known as a pillar or cornerstone page) to signal to search engines that the two pages are related and should be treated as part of a larger topic.

This can help to improve the visibility of both pages in search results.