{"id":5101,"date":"2023-02-28T10:10:45","date_gmt":"2023-02-28T08:10:45","guid":{"rendered":"https:\/\/www.gun.ro\/?p=5101"},"modified":"2024-05-16T11:43:45","modified_gmt":"2024-05-16T09:43:45","slug":"keyword-clustering-pentru-strategia-de-marketing","status":"publish","type":"post","link":"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/","title":{"rendered":"Keyword clustering for marketing strategy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5101\" class=\"elementor elementor-5101\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-403a13d1 e-flex e-con-boxed e-con e-parent\" data-id=\"403a13d1\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1e8eba61 elementor-widget elementor-widget-text-editor\" data-id=\"1e8eba61\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span class=\"ez-toc-section\" id=\"What_is_Keyword_Clustering\"><\/span><strong>What is Keyword Clustering?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><p>Keyword Clustering is a process used in search marketing where keywords are grouped into various categories based on marketing objectives and strategy.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_64 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Cuprins:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #6ec1e4;color:#6ec1e4\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #6ec1e4;color:#6ec1e4\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#What_is_Keyword_Clustering\" title=\"What is Keyword Clustering?\">What is Keyword Clustering?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#Methods_of_Keyword_Clustering\" title=\"Methods of Keyword Clustering\">Methods of Keyword Clustering<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#Keyword_clustering_by_topics\" title=\"Keyword clustering by topics\">Keyword clustering by topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#Keyword_clustering_by_user_intent\" title=\"Keyword clustering by user intent\">Keyword clustering by user intent<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#The_steps_for_Keyword_Clustering\" title=\"The steps for Keyword Clustering\">The steps for Keyword Clustering<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#1_Keyword_Research\" title=\"1.\u00a0 \u00a0Keyword Research\">1.\u00a0 \u00a0Keyword Research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#2_Keyword_Clustering_in_Excel\" title=\"2.\u00a0 \u00a0Keyword Clustering in Excel\">2.\u00a0 \u00a0Keyword Clustering in Excel<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#Advantages_and_benefits_of_keyword_clustering\" title=\"Advantages and benefits of keyword clustering\">Advantages and benefits of keyword clustering<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#Macro_visibility_for_user_interest\" title=\"Macro visibility for user interest\">Macro visibility for user interest<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/#Understanding_the_intent_behind_the_search\" title=\"Understanding the intent behind the search\">Understanding the intent behind the search<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<p>As search marketing evolves more and more, Google better understands the context and all the semantic aspects behind words, making keyword clustering an essential part of any online business.<\/p><h2><span class=\"ez-toc-section\" id=\"Methods_of_Keyword_Clustering\"><\/span><strong>Methods of Keyword Clustering<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><p>Keyword clustering can be customized case by case and from business to business, depending on KPIs, the importance of services\/products, profitability, etc. Two of these groupings are essential and should not be overlooked at all:<\/p><h3><span class=\"ez-toc-section\" id=\"Keyword_clustering_by_topics\"><\/span><strong>Keyword clustering by topics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p>The topics of a site can be defined by categories, subcategories, types of products, types of services, main themes of a page, or a blog. Starting from a general topic, we can have several sub-topics that we can include or not include in the clusters.<\/p><p>For this article, let&#8217;s use the example of a jewelry store: Bijuteria SRL. The store manager wants to develop their Search Marketing strategy and perform keyword clustering. They start their research with &#8222;rings&#8221; as the main topic. But in doing research, they realize there are several sub-topics: Engagement Rings, Diamond Rings, Gold Rings, Silver Rings. These are part of the main topic, forming the entire idea of rings, but will be considered sub-topics.<\/p><h3><span class=\"ez-toc-section\" id=\"Keyword_clustering_by_user_intent\"><\/span><strong>Keyword clustering by user intent<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p>Understanding user intent is one of the most important parts of a manager or marketing specialist. It shows us what users want and the reason behind a search.<\/p><p>There are 3 main types defining the intent behind a search:<\/p><ul><li><strong>Transactional searches<\/strong>: Searches that designate a type of product or service or even the product itself. These searches are close to the direct intention of buying, regardless of the type of search, whether general (ring) or niche (engagement ring with solitaire diamond).<\/li><li><strong>Navigational searches<\/strong>: Searches where users try to reach a specific site or specific products\/services on the site. For example: engagement ring Bijuteria SRL, pendants Bijuteria SRL.<\/li><li><strong>Informational searches<\/strong>: Those searches where users try to get information (Diamond vs Zirconium) or learn something (What is sapphire). They have a low conversion probability but high traffic potential. These searches can be used for remarketing lists.<\/li><\/ul><p>If you&#8217;re having trouble identifying intent, you can conduct a search on Google where there are two possibilities:<\/p><ul><li><p>If the results consist of blogs, then it&#8217;s an informational search.<\/p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/SAfir.webp\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-5116 \" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/SAfir-1024x766.webp\" alt=\"Safir Informational\" width=\"749\" height=\"560\" \/><\/a><\/li><\/ul><ul><li><p>If the results consist of online stores, then it&#8217;s a transactional search.<\/p><\/li><\/ul><p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/Safir-Cumpara.webp\"><img decoding=\"async\" class=\"alignnone wp-image-5117\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/Safir-Cumpara.webp\" alt=\"Safir Cumpara\" width=\"492\" height=\"538\" \/><\/a><\/p><h2><span class=\"ez-toc-section\" id=\"The_steps_for_Keyword_Clustering\"><\/span><strong>The steps for Keyword Clustering<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><h3><span class=\"ez-toc-section\" id=\"1_Keyword_Research\"><\/span>1.\u00a0 \u00a0Keyword Research<span class=\"ez-toc-section-end\"><\/span><\/h3><p>Any keyword clustering starts with keyword research. This can be done using any tool, but we recommend Google Keyword Planner because it&#8217;s free, provides extensive data, and is user-friendly.<\/p><p>The method of conducting research isn&#8217;t crucial, but we recommend starting with a general keyword and adding all related keywords, including those with zero searches, to simplify later work.<\/p><h3><span class=\"ez-toc-section\" id=\"2_Keyword_Clustering_in_Excel\"><\/span>2.\u00a0 \u00a0Keyword Clustering in Excel<span class=\"ez-toc-section-end\"><\/span><\/h3><p>After extracting data from the keyword planner and exporting it to Excel, we recommend using the following columns: Keywords, Topic, Intent, Search Volume, Monthly Search Volume.<\/p><p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/Cuvinte-cheie-bijuterii-2.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-5124\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/Cuvinte-cheie-bijuterii-2.jpg\" alt=\"\" width=\"690\" height=\"264\" \/><\/a><\/p><p>In a separate sheet, a pivot table will be created with the following fields:<\/p><ol><li>Intent<\/li><li>Topic<\/li><li>Keyword<\/li><li>Search Volume<\/li><li>Months (if desired)<\/li><\/ol><p>This will result in:<\/p><p><a href=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/Pivot.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5120\" src=\"https:\/\/www.gun.ro\/wp-content\/uploads\/2023\/02\/Pivot.jpg\" alt=\"\" width=\"406\" height=\"267\" \/><\/a><\/p><p><strong>What do you use the data for?<\/strong><\/p><p>The data from keyword clustering will be used by the agency or SEO specialists to develop the SEO strategy, but it can also be used in paid search campaigns.<\/p><p>From a business perspective, we gain a clear picture of user interest and prioritize products. For example, by examining the table, we can see that bracelets have more searches than engagement rings, indicating that we may need to focus more attention there. By adding profitability data and search volume by month, we can observe which group is more profitable, what the trend of interest is for each group, and make decisions accordingly.<\/p><h2><span class=\"ez-toc-section\" id=\"Advantages_and_benefits_of_keyword_clustering\"><\/span><strong>Advantages and benefits of keyword clustering<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2><p>Despite being a procedure that requires a higher time investment, keyword clustering offers two major benefits:<\/p><h3><span class=\"ez-toc-section\" id=\"Macro_visibility_for_user_interest\"><\/span><strong>Macro visibility for user interest<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p>Grouping keywords in this way provides a global view of topics, which helps in choosing marketing directions. By creating multiple and prioritized groupings, we can conduct more complex analyses to assist in making marketing decisions.<\/p><h3><span class=\"ez-toc-section\" id=\"Understanding_the_intent_behind_the_search\"><\/span><strong>Understanding the intent behind the search<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p>Understanding the intent behind a search is essential, considering the evolution of search engines. Google values satisfying user needs and providing the best possible user experience. For example, if someone is searching to buy a product, Google will give extra points to sites where the transaction is completed, as users have completed their purchase process there. Conversely, if someone is looking for information and lands on a product or category page that does not provide that help, and the user bounces, Google will penalize that site and over time its rankings will decrease until it loses visibility.<\/p><p>In recent years, search engine updates have begun to focus more on the intent behind the search and provide results that best match what users are looking for. With this data at hand, we can use and develop pages that offer the best experience from search to conversion<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>What is Keyword Clustering? Keyword Clustering is a process used in search marketing where keywords are grouped into various categories based on marketing objectives and strategy. As search marketing evolves more and more, Google better understands the context and all the semantic aspects behind words, making keyword clustering an essential part of any online business. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5945,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,15],"tags":[],"class_list":["post-5101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Keyword clustering for marketing strategy - GUN Media<\/title>\n<meta name=\"description\" content=\"Invata cum sa faci o strategie de keyword clustering pentru site-ul tau si cum sa te folosesti de ea pentru a targeta mai precis potentiali clienti!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gun.ro\/en\/keyword-clustering-pentru-strategia-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keyword clustering for marketing strategy - 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