If you've done keyword research before, you know the problem: hundreds of terms that look slightly different, no clear way to organize them, and no obvious path to content. A keyword clustering tool solves that.
In Semrush, the Keyword Strategy Builder handles clustering automatically. You can start from scratch with a few seed keywords or import an existing list, and Semrush maps out the best way to target your keywords with a dedicated page focused on each cluster.
The result: fewer pages competing against each other, more queries covered per page, and a clearer path from keyword research to published content.
Below, we'll walk through how to build your clusters from scratch and turn them into a content plan.
This way, you avoid redundant content. Every subtopic gets its own page, and your site builds topical authority around what matters.
Why should you cluster keywords?
Keyword clustering turns a list of terms into a structured content plan. Instead of targeting keywords one by one, you group related terms and build one page per cluster — so a single piece of content can rank for dozens of related queries.
Clustering works because of SERP overlap (when Google ranks the same URLs for two different queries). This overlap shows that one piece of content can serve both queries. Keyword Strategy Builder groups keywords using that same logic — not word similarity, but actual search engine results.
Note: keyword clusters are not the same as topic clusters. Keyword clustering is page-level and determines which keywords belong on a single page. Topic clustering is site-level and connects multiple pages around a broader theme. The two work together, but they're not the same thing.
Benefits of keyword clustering include:
- More organic coverage per page: one page ranks for a group of related queries
- Less keyword cannibalization: fewer pages competing for the same intent
- Faster content production: you're working with defined topics and a clear roadmap
- Stronger site structure: clusters help you plan pillar pages and internal links
Clustering is also how you build topical authority. When your site covers all the major subtopics within a theme (each subtopic on its own dedicated page) search engines recognize it as a reliable source on the overall subject.
That same topical depth matters in AI search, too. Since AI-generated results synthesize answers from multiple sources to cover a topic comprehensively, clustered content that covers more angles on a subject has more potential to be cited in AI answers.
Method 1: Create new clusters from scratch
To generate a new keyword cluster strategy, enter up to five seed keywords related to your main topic.
In the “Topics and pages” tab, the Topical Overview shows each pillar / theme from your clusters and the pages within it.
Each circle represents a keyword cluster you can target with a single piece of content — with search volume, KD%, and intent included so you can evaluate which clusters are worth targeting.
Note: Generating clusters from seed keywords enables the Topics and Pages view and Topical Overview map. If you import your own keyword list instead, you'll need to use "Cluster this list" — and the tool won't generate the same structured topic hierarchy.
Scroll down to the “Page Details” to filter your clusters by objective.
- Easy Start: pick this when you’re building a new site or entering a competitive space. Clusters with low-competition keywords help you build early traction.
- Best for Strategy: pick this when you want a balanced mix — clusters with solid volume and realistic difficulty for sites with some existing authority.
- More Potential Traffic: pick this when you have an established site with topical authority and can compete for higher-volume terms.
- Quick Conversions: pick this when your priority is driving leads or sales. These clusters are built around commercial intent.
To start working on the page, pick a cluster and select “Create brief or content.”
Or, export your clusters to a spreadsheet.
One thing to keep in mind when evaluating clusters: the KD% shown is an average across all keywords in the cluster. That number can mask a primary keyword that's significantly harder to rank for than the cluster as a whole suggests. Before committing to a cluster, check the KD% of the primary term specifically — that's where your ranking momentum starts.
Method 2: Cluster an existing keyword list
If you've already done keyword research, or want to organize keywords pulled from Google Search Console or other Semrush tools, you don't have to start over.
Import your list directly into Keyword Strategy Builder and let Semrush do the organizing. You can add keywords manually, upload a CSV, or pull them in from other Semrush tools.
Once your list is uploaded, click “Cluster this list.”
The tool groups your keywords into clusters with search volume, KD%, and intent data, turning a basic list into a content plan.
This is the faster path for SEOs and marketers who already have research in hand. Instead of starting from seed keywords, you're skipping straight to structure — finding out which terms belong together, which clusters are worth targeting first, and where you already have coverage gaps.
Find clusters your competitors haven't optimized
You can also use this method to reverse-engineer a competitor's keyword strategy. Export their keyword rankings and cluster the list to see not just what they rank for, but which groups of terms they haven't fully capitalized on. Then, you can build smarter content and beat them on those terms.
Use this workflow:
- Enter a competitor's domain in Organic Rankings
- Filter for positions 11+ and KD% under 49 and export up to 2,000 results to a file (2,000 is the limit for Keyword Strategy Builder)
- Upload those keywords to a new list in Keyword Strategy Builder and click "Cluster this list"
The output shows low-difficulty keyword groups your competitor ranks for but hasn't fully optimized. Build content around those clusters and you have a clear path to outrank them.
One difference to note: Imported lists don’t include the Topical Overview map or a built-in topic hierarchy. You’ll need to decide how clusters map to pages and how those pages connect across your site.
What to do with keyword clusters
The end goal is a dedicated page for each keyword cluster, with related pages connected through internal links. Here's how to get there.
Start by identifying your priority clusters. Evaluate each one on:
- Total cluster search volume: the overall opportunity across all related queries
- KD% of the primary term: how realistic it is to rank for this topic
- Existing coverage: whether you already have a page targeting the topic
- SERP features: whether AI Overviews, knowledge panels, or brand-dominated results are taking up all the visible real estate. A cluster can look rankable on paper but deliver little traffic if the SERP is already saturated with features that push organic results down.
If you're working on a site with existing content, you likely won't need a new page for every cluster. If you already have a page that partially covers a topic, improving it is often faster than starting from scratch. So for each cluster you prioritize, decide first: new page or optimized existing page?
Once you've picked a cluster to start with, choose a primary keyword as your entry point. For example, the "clean eating meal plan" cluster shows strong overall volume with moderate difficulty — but the primary keyword itself has lower difficulty (KD ~39%) and meaningful volume (3.6k MSV).
That combination of high demand with lower competition makes it an attainable opportunity.
The next step is to build the content. Create a single page targeting the main keyword for every cluster and optimize the page to meet the search intent.
Two Semrush tools can help you with different parts of that process:
- SEO Writing Assistant: draft or optimize content directly against your cluster's keywords and intent
- Content Toolkit: generate a brief from your cluster before you write — useful if you're briefing a writer or want a structured outline before drafting
After publishing, send your clusters to Position Tracking to monitor how your page performs across all related queries.
Finally, use internal links to connect the related pages once they’re published. This helps search engines see how your content fits together across a broader topic.
FAQs about Semrush's keyword clustering tool
How does Keyword Strategy Builder create clusters?
Semrush compares the top 10 organic results for each keyword, and when two keywords return similar URLs, they get grouped into a cluster. When Google shows the same URLs for two different keywords, it shows that Google wants to serve similar content, so the intent is the same and these terms belong in a cluster.
This process separates SERP-based clustering tools from tools that rely on word similarity alone. You get clusters that reflect how search engines actually organize results, not just which keywords look alike.
Can I share my Semrush keyword clusters?
Yes, with a paid Semrush plan you can share your keyword lists with your teammates in a few ways.
- Export your clustered list to a spreadsheet to share with anyone
- Share your list with edit-access to anyone else with paid Semrush plan
- Share with view-only access to anyone with a free Semrush account
What metrics can I analyze in Semrush’s keyword clustering tool?
The Table view shows comprehensive data for each keyword, including:
- Search intent
- Volume
- Keyword difficulty
- CPC
- SERP features
- Top competitors
- Search trends
What are the keyword limits?
To use the Keyword Strategy Builder, you need a paid subscription.
- There is no limit to the number of lists you can have on your account.
- The limit of keywords per list is 2,000.
- The total number of keywords you can keep in lists under one account is 10,000.
For more information on limits, visit our Knowledge Base.
What’s the difference between keyword clustering and topic clustering?
Keyword clustering is page-level; it determines which keywords belong together on a single page.
Topic clustering operates at the site level, connecting multiple pages around a broader theme (typically with a pillar page linking to supporting content).
While a topic cluster tool focuses on the site architecture, the Keyword Strategy Builder helps with both by defining page-level clusters that can be organized into a larger topic structure.
How is Semrush’s clustering different from other keyword clustering tools?
Many tools market themselves as the best keyword clustering tool by relying on semantic keyword clustering, or grouping terms based on linguistic similarity or NLP alone.
Semrush's Keyword Strategy Builder uses SERP-based clustering. It groups keywords by the actual pages Google ranks for them. This ensures your clusters reflect real user intent and search behavior, not just word relationships, making them far more reliable for ranking.
Is Keyword Strategy Builder a free clustering tool?
You can use Keyword Strategy Builder for free and generate your keyword clusters with a free 7-day trial of Semrush. Otherwise, you’ll need a paid plan to use it beyond the trial.
How does keyword clustering help with AI search?
AI-generated results synthesize answers from multiple sources to answer a user’s query as specifically as possible. Clustered content — built around a complete set of related queries rather than a single keyword — gives AI systems more to work with when pulling citations and generating answers.
Build your winning strategy around clusters
Keyword clustering turns a raw keyword list into a content plan you can execute. But the real value compounds over time. Each page you build around a cluster strengthens your authority on that topic, which makes it easier to rank for the next cluster, and the next. That's how sites build durable organic visibility — not by targeting individual keywords, but by systematically covering topics.
The sooner you start clustering, the sooner that compounding kicks in. Keyword Strategy Builder handles the hard part: grouping your keywords by real search behavior, surfacing the clusters worth targeting first, and giving you a clear path from research to published content.
Start your free trial and build your first clusters with Keyword Strategy Builder.