What Is Keyword Grouping?

Keyword grouping doesn’t get the fanfare that some SEO tactics do, yet it remains an important practice.

When done right, it offers clarity, reduces confusion, and sharpens your content strategy so that each page has a clear purpose.

It isn’t just about neat organization; there is a practical reason here: avoiding unwanted keyword cannibalization. That means you want to prevent multiple pages from competing for the same query. In other words, one keyword per page.

But how do you make that happen? In my experience, grouping your keywords in a smart way answers that question.

This post covers 10 methods for grouping your keywords, from SERP similarity to using LLMs (Large Language Models), and explains why this matters. I have spent years testing these methods, and I’m happy to share the insights I gained.

Why Keyword Grouping Matters

Search engines, especially Google, have become very good at understanding user intent. The days of targeting one keyword per page and hoping for a ranking are over. Now, queries might have several meanings, so grouping them by similar context helps you figure out exactly what people are looking for and how your content should respond.

Keyword grouping is also key because it makes it easier to spot potential overlaps when multiple pages target the same term.

That overlap is typically known as keyword cannibalization. Before I explain how to manage it, I’ll share one thing I learned: cannibalization used to cause unexpected issues on my site, with blog posts overlapping in topics and product pages using the same phrases.

Once I started grouping my keywords methodically, noticing cannibalization became much simpler.

What Is Keyword Cannibalization?

Keyword cannibalization happens when two or more pages on your site compete for the same keyword or very similar keywords.

In effect, you end up cutting into your own organic visibility by forcing Google to decide which page to display.

This can confuse search engines, weaken ranking signals, and lead to diluted results.

There’s a free keyword cannibalization tool to help diagnose this problem if you are concerned your site might be affected. I suggest checking your site to see if any pages are competing.

When I discovered that some older blog posts were vying against each other for the same phrase, I realized I had to combine, update, or optimize them separately to resolve the conflict. That’s where targeted keyword grouping proved very useful.

10 Ways to Approach Keyword Grouping

This section contains the core ideas. Below are ten methods I have found effective when breaking down keyword sets. Some steps can be done manually, but I recommend using tools (both free and paid) to speed up the process. It is usually worth the investment.

For a quick overview of each method, here’s a summary table. After the table, I discuss each strategy in more detail.

1. SERP Similarity Grouping

SERP similarity grouping means looking at the top-ranking pages for each keyword on Google (or another search engine) and spotting patterns.

If different keywords bring up the same or very similar URLs in the search results, those keywords likely belong to the same group.

I first came across this technique when I noticed that several pages on my site were ranking for various city-specific queries like “digital marketing in [city].” The search results for each city version looked nearly identical, a single page from my site plus a few local competitors.

That indicated I could keep them under the same main topic or group.

Key benefit: This method is data-driven. Google essentially tells you which keywords belong together.

2. Using LLMs (Large Language Models)

Large Language Models, such as GPT-based tools, can be set up to group a large list of keywords by how closely related they are in meaning. I have worked with extensive keyword files and found that this approach drastically reduces manual work.

The model picks up on synonyms and related phrases better than a basic word match.

Sometimes, the groups may be too broad. In those cases, I have found it helps to give more specific instructions:

• Specify the group size or the way you want them organized (for example, brand versus non-brand).
• Provide a brief description of your industry to set the context.

I usually combine LLM-based grouping with a manual review or a second method to make sure everything comes out in order. AI tools are helpful, but having a human double-check the results is a good idea.

3. Topic Buckets

The topic buckets method involves sorting keywords into broad themes. For example, a digital marketing agency might have main buckets like “SEO,” “PPC,” “Content Marketing,” and “Social Media.” When a new phrase like “SEO agencies near me” comes along, it is added to the SEO bucket.

This method is straightforward and works well if you manage a smaller site or only have a few main topics. It might become too complicated if you have thousands of keywords or a complex site. That is when more advanced methods like SERP similarity and using LLMs provide better context.

4. Search Intent Categorization

Grouping keywords by search intent means understanding why a user is making a query. Are they looking for information (“What is on-page SEO?”), prepared to make a purchase (“SEO software pricing”), or just browsing for basic tips (“Beginner’s SEO tips”)? By classifying keywords based on the user’s stage, you can create a content plan that addresses the needs of each group.

Typically, I see four main intent categories:

• Informational: “How-to…” or “What is…”
• Navigational: “Log in to [brand]”
• Transactional: “Buy [product]” or “Discount on…”
• Commercial Investigation: “Best [tool]” or “Pricing for…”

Matching each keyword to one of these categories ensures that you have the right mix of posts, service pages, and brand pages, keeping your content organized.

5. Competitor Analysis

Competitor analysis involves examining how your rivals use keywords and how they rank or organize content.

I often perform a competitor audit to check their site structure. For example, if a competitor has a hub page for “SEO tips” that lists related topics like “link building,” “technical SEO,” and “local SEO,” you might consider forming a similar group to meet users’ expectations.

This approach has taught me that often some of the best ideas for structuring content come from established websites in your area.

Just be sure not to copy everything directly, competitive data is only a starting point, and you still want to offer something unique.

6. URL-Based Clustering

This method assigns every keyword to a single URL. Rather than having blog posts or pages scatter around, you decide which page should handle which group of keywords. Essentially, you start with the site’s structure and then attach relevant keywords to each URL.

For large e-commerce sites, this method is often necessary. You may have a dedicated page for each product category, brand, or style. Grouping keywords by URL makes certain that you do not have multiple pages competing over the same terms, helping prevent cannibalization.

7. Brand vs. Non-Brand Grouping

For some businesses, searches involving the brand name are just as valuable as generic searches. By splitting keywords based on whether they mention your brand, you can get a clear picture of your brand’s visibility compared to general market terms.

I periodically check my brand-related keywords to see if they reflect the growth of my brand and how well I control the top search results for those queries. Non-brand terms can then be further divided using other methods like search intent, LLM-based categorization, or competitor analysis.

8. Seasonal Grouping

Some businesses experience distinct trends over the course of the year. If that describes your situation, you can sort keywords by season.

For instance, a travel blog might organize content around summer vacations, winter holidays, and so on. E-commerce sites often see surges corresponding to events like Black Friday, Christmas, or Valentine’s Day.

This technique shows which pages need to be published or updated at particular times. It also helps you coordinate your marketing plans with seasonal peaks.

9. SERP Features Focus

Sometimes queries lead to special results like featured snippets or local map listings. You can group keywords based on these SERP features.

If many of your keywords trigger a “local pack,” you might choose to optimize your local listings or create location-specific content. If a set of keywords regularly produces featured snippets, you might design your content in a format that suits that display style, such as using bullet points or direct definitions.

For my part, grouping by SERP features allowed me to pinpoint common “people also ask” questions.

This made it easier to create an FAQ-style page that directly targets those queries while avoiding overlap with other pages.

10. Keyword Difficulty or Competitiveness

The final method involves sorting keywords by how difficult they are to rank for. Suppose you have 500 keywords with differing difficulty levels.

Some might be highly competitive, while others are less so and easier to rank with a targeted page. By categorizing them in this way, you can plan your content strategy in stages:

• Easy: Low competition keywords, which may rank with minimal effort.
• Moderate: Mid-level competition keywords, needing more focused optimization.
• Hard: Those that probably need a strong backlink profile and significant domain authority.

I prefer starting with quick wins from the easier group to build up traffic, then gradually working on the moderate and hard groups. This method helps build a solid foundation before tackling the tougher challenges.

Why We Aim to Avoid Keyword Cannibalization

The connection to cannibalization is simple:

• Every group method makes sure that a group links to one page on your site.
• Each group reflects a specific user intent or topic.
• No page is left competing with another for the same group.

If you suspect that your site has pages that are overlapping in their focus, consider running the free keyword cannibalization tool.

It reviews your site’s structure and points out any overlaps. Once you identify the problem pages, you can decide whether to merge them, add canonical tags, or re-optimize to target different keywords.

Frequently Asked Questions

What if I have way too many keywords to group manually?

Large Language Models or specialized tools that automatically group keywords can be very helpful.

You can also sort your keywords by looking for SERP overlaps or focusing on difficulty levels, then fine-tune the groups manually for the exceptions.

How often should I revisit my keyword groups?

I prefer to review them every quarter or whenever my site goes through a major update, such as adding or removing services. This helps keep the content plan clear and up to date.

Can two groups share a single page?

Theoretically, yes. If the groups are very similar in topic and user purpose, you might decide to manage them on one page. Still, be cautious—keep an eye on cannibalization by doing regular checks.

Does grouping keywords help with paid advertising campaigns (PPC)?

Yes, it does. Many of the same principles apply. When your keywords are well-grouped, you can set up more targeted ad groups with relevant ad copy and landing pages. This often improves your ad performance and lowers wasted spending.

What’s the best method for smaller sites?

For sites with fewer pages, manual topic buckets or SERP similarity grouping tends to work well. Keep the process simple and avoid overcomplicating it.

How do I know when keywords belong in separate groups?

Watch for clearly different user purposes or noticeably different search result pages. If Google returns very different landing pages for each query, it’s a sign that they should be in separate groups.

Could grouping by search intent and using LLMs overlap?

Yes, and that can be perfectly useful. You might have an LLM first cluster your keywords and then assign a user purpose to each cluster.

Do I need expensive tools to do this effectively?

Not necessarily. There are free or low-cost options, along with effective use of spreadsheets and LLM-based solutions. The key is to be consistent in your method.

Is keyword cannibalization really a serious problem?

It can be. When Google has difficulty choosing which page to rank, both pages may end up performing poorly. It is better to maintain a strategy of one page per keyword group.

Where should I start if I’m new to grouping?

Begin by mapping out your site’s structure and main topics, then manually sorting your keywords into broad buckets. As your list grows, you can shift to more advanced techniques like SERP similarity and competitor analysis.