Start with a real customer problem
Write down the service, product, or task you want to support. Add the words a customer would use before they know your brand, then add the questions they might ask while comparing options.
The best starting phrases usually reveal a job to be done: checking, comparing, generating, fixing, learning, or calculating.
Group by intent, not just by word
Several phrases can belong on one page when they ask for the same outcome. Create a separate page when the format, audience, or expected answer is meaningfully different.
Use the Keywords Suggestion Tool for early variations and AI Keyword Cluster Ideas to create a first grouping. Treat the output as a planning aid, then refine it with your knowledge of the audience and the actual search results.
Build a hub-and-spoke structure
A broad guide can introduce a subject, while focused pages answer specific questions. Link from the guide to the focused pages and back again with natural, descriptive anchors.
Do not force a link into every paragraph. A smaller number of useful links gives visitors a clearer next step and helps you keep the site structure understandable.
Put this into practice
Use the free GigaTools toolkit
Run a check, review the result, and make one useful improvement at a time.
Quick answers
Frequently asked questions
How many keywords should one page target?
There is no fixed number. Focus on one primary intent and cover the closely related questions a visitor expects that page to answer.
What is a content cluster?
It is a connected group of pages organized around a broad topic, usually with a central guide and more focused supporting pages.
Should I publish every keyword variation?
No. Combine variations with the same intent and publish a new page only when it provides a distinct, useful answer.