Keyword clusters are playing an increasingly important role in SEO for career sites and are therefore also in the Recruiting relevant: How are these designed and how do you use keyword clusters effectively in personnel marketing?

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Keyword clusters in SEO for career sites - create suitable content

Keywords or keywords are the words that users enter as search terms in search engines like Google or Bing. The is based on these Success or failure of the web project. After all they are relevant to whether a website is found on the World Wide Web.

If the texts or content there are optimized for the relevant keyword groups, the so-called keyword cluster, more visitors will find the website and can become interested or paying customers customers become. Search engine optimization and the search for the right keywords is therefore one Strategy, which pays off. This strategy is also used in the field HR and more and more relevant in SEO for career pages.

These types of keywords are differentiated

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There is no longer just one type of keyword. Depending on Objective and use Different types of keywords are distinguished.

Depending on the search intention, these form the keyword clusters already mentioned. With regard to HR and career pages, different search patterns can be covered, from pure information to specific information on certain positions to the completion of a Application.

1. Generic keywords

You understand them general keywords and search terms, after which many People search the web. They include words like: shoes, trousers, t-shirt and many others. But job titles or job titles also count here. Generic keywords have in common that no specific goal can be derived from them.

The intention of searches with generic keywords is very difficult to estimate. For example, if you enter “HR Manager” in the search engine field, you can search for Jobs, the area of ​​responsibility, the necessary qualifications or the salary seek. Due to their general character, generic keywords are therefore also seen as an entry point into the conversion funnel. This is the process of deciding or buying a particular one Term.

2. Information-oriented keywords

This type of keyword is associated with a more precise search intention. They describe the targeted search for information. The goal behind the search query is clearTo gather information on a specific topic. In the example above, these are information-centric keywords

In addition, the so-called W-Ask also to the information-oriented keywords. You can even create your own keyword cluster. In addition, they provide useful information what information users are looking for and how a text on a certain topic can be structured. This type of keywords serves to direct the user to their own offer I aufmerksam close. The aim is for the user to get into their own conversion funnel and use their own offers at the end of the process.

3. Transactional keywords

As the name implies, the keywords of this keyword cluster are targeted to one Transaction or conversion from. A conversion does not necessarily have to be a classic purchase. Sending a contact form or application documents can also be a conversion.

In connection with the above example, a transaction-oriented keyword would be, for example, HR “Submit manager application” or more specifically “HR manager application Company XY ”. With this keyword cluster, the user has already informed himself about the topic. The search intention is clearly geared towards the transaction. The user is already inside the conversion funnel.

4. Navigation-oriented keywords

The user knows exactly what he is looking for and just wants to know how to get there. This keyword group serves as a kind of navigation aid. An example is “Application portal company XY”.

5. Keyword clusters gain in importance

Keyword clusters consist of different keywords, all of which are related to corresponding topic and the corresponding search intention become. Since search engines have already grouped the individual search terms into phrases and thus formed sentence fragments, these are becoming increasingly important. The same applies if a user starts a search by voice command. The algorithms of the search engines try to recognize a connection from the word groups entered by voice or keyboard and tune the search result accordingly.

There are also keyword clusters the decision process or the conversion funnel from. The starting point is generic and information-oriented keywords. They alert the user to their own offer and provide users with the information they are looking for. In the next step of the decision-making process, transaction-oriented keywords play an important role. The user is already informed and is now looking to complete the transaction, purchase it, send a contact form or submit application documents. At all stages of this process, navigational keywords can guide the user to the right destination.

Use keyword clusters for research

If the keywords match the topic and the search intent, it will become a keyword cluster. Anyone who takes the trouble to work out relevant and relevant keywords needs some time and effort for the research, but is rewarded with valuable traffic and visitors. First, the question is in the room: What interests the user around the topic and what he would like to know. In summary, how is his search intention. If this is answered with relevant content, he stays longer on his own website. this has positive Impact on User Signals. Among other things, this is used by Google to evaluate a website. Appropriate content and keyword clusters have a positive influence on the evaluation of your own website by search engines such as Google.

In addition, the already mentioned W-questions are a good one in this point Starting point for topic research and structuring. If corresponding passages, questions or keywords are marked using structured data, Google uses these passages and displays them directly in the search as a so-called featured snippet. The Idea behind the clustering is simple: Instead of optimizing the content for a single keyword, extended and synonymous keywords are used at the same time. The more diverse the Wahl of words in the content, the more relevant Google classifies the page and ranks it higher.

Keyword clusters are clear

If keyword groups are used to create content, they can be easily tracked and at the same time they are sorted according to topics. With appropriate tools they can be monitored: At a glance you can see how visible is the corresponding theme of the web page in the network. For example, if you want to improve the position of your own website on Google for the keyword “HR Manager”, it is not much useful, for “HR managers Tasks” and “HR Manager Salary” special content too draw up.

It makes more sense to create content in which these keywords are used as keyword clusters, ie: There are several keywords from the cluster in the content. This covers various search intentions within a text. Unfortunately, it's not enough just to put all the keywords together: they have to fit in their variations, complement each other and at the same time offer the customer something interesting. In addition, the text must be well structured and structured in order to fulfill the search intention of the user. A clear table of contents, appropriate headlines or jump labels within the text are very helpful here.

Simply clusters using the silo method

The right keyword groups can be created easily: Additional keywords can be derived for a main keyword - in the above case the HR manager. Cover the information-oriented or transaction-oriented keywords and are therefore located deeper in the conversion funnel. The Keyword groups belong together semantically and are recognized by Google as well.

the siloMethod It works very simply: The main keyword is at the top and the individual specific keywords on the level below. There can also be other special keywords for these, which are then collected under them and finally indexed in the content. The search engines evaluate which entries the users make and thus infer the corresponding context.

The success is quickly visible

Whoever starts to deal with keyword clusters will fast notice that longer texts can easily accommodate more keywords from the keyword groups without the reader being annoyed by the large number of keywords.

Even if just a little at the beginning exercise is necessary, it often does not take long before the possible combinations are better used. The greater the routine in clustering, the easier it is to optimize the content. Google rewards the effort with a significantly better ranking - and this in turn is reflected in higher traffic.


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