Method
- Take seed keyword (e.g. "claude code")
- Fetch SERP for seed via WebFetch/fuse-browser (top 10 results)
- For each related keyword (autocomplete + "People Also Ask"):
- Fetch its SERP
- Compute overlap with seed's SERP (Jaccard index)
- Group keywords where SERP overlap ≥ 30% → same cluster
- Cluster center = highest-volume keyword
Output
# Cluster: "claude code"
## Pillar: claude code (vol: 12K, KD: 45)
- Intent: informational
- Featured: AI Overview, video
## Cluster pages
1. claude code installation (vol: 2.4K)
2. claude code vs cursor (vol: 1.8K)
3. claude code mcp servers (vol: 900)
4. claude code hooks (vol: 720)
Cluster by Buyer State (2026)
SERP overlap is the mechanical signal; the strategic axis is buyer state + intent, not surface similarity. Map each cluster keyword to a layer, then group by layer:
| Layer | State | Intent signal |
|---|---|---|
| L1 | Awareness | "what is", "why", problem framing |
| L2 | Comparison | "vs", "alternatives", "best for" |
| L3 | Evaluation | "pricing", "reviews", "worth it" |
| L4 | Decision | "buy", "near me", "demo", "signup" |
Two keywords with high SERP overlap but different buyer states belong to different pages. Never merge clusters on lexical similarity alone.
Citation eligibility
AI Overviews capture ~30-60% of informational (L1/L2) CTR. For those layers, prioritize pages that produce verbatim-extractable answers per section over raw ranking — the goal is the LLM citation, not only the blue link.
Local vs Global Intent (2026)
| Axis | LOCAL intent | GLOBAL intent |
|---|---|---|
| Type | Proximity transactional/navigational ("near me", "[service] [city]") | Informational / comparative |
| SERP feature | Triggers the Map Pack | AI Overviews-heavy |
| AI Overviews exposure | Resists (local results stay link-driven) | CTR eroded -40% to -58% on informational keywords |
| Target page | Local page / city hub | Global pillar |
One intent = one URL. Split a local page from the global/pillar page when local volume and content justify it. Do not split if local volume is below ~30 searches/month, or if you cannot write 1200+ words genuinely distinct from the pillar.
Anti-Cannibalization Check
Before creating cluster pages, verify no existing page targets the same buyer state + intent. Use seo-content skill. The primary keyword is exclusive per page — pillar = [service] (no city), local = [service] [city]. See seo-internal-linking for the pillar/local/region URL architecture and link mesh.