Search with Candour - SEO podcast Build better SEO strategies with keyword clustering | Seb Atkinson | Search with Candour
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Aug 25, 2025 Seb Atkinson, SEO consultant and owner of Atkinson Smith Digital, shares his journey from agency work to entrepreneurship. He uncovers the intricacies of keyword clustering and its alignment with business objectives to boost conversions. The conversation highlights strategies for effective client communication and the vital role of stakeholder collaboration. Seb also discusses tackling SEO challenges in multinational contexts and the importance of accurate forecasting in driving revenue. Tune in for actionable insights to transform your SEO strategies!
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Translate SEO Into Business Outcomes
- Speak the client's language by translating technical SEO into business outcomes like leads and revenue.
- Use keyword clustering as the first step to map opportunities and get client buy-in.
Begin Clustering With Site Crawl + Data
- Start clustering by crawling the site and pulling Search Console and GA4 data to understand existing visibility.
- Then expand with keyword tool data (e.g., SEMrush) to build a keyword universe by topic and volume.
Combine NLP Clusters With SERP Signals
- Combine NLP clustering with SERP analysis rather than relying on one method alone.
- Use SERP intent signals to recognise when the market favours a different experience (e.g., e-commerce results dominate transactional intent).
